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CONSUMERSBRANDS

Targetaudience:SportsfansinJapan

ConsumerInsightsreport

May2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumersthatfollowsportscompetitions,leaguesorteams.

ThereportoffersthereaderacomprehensiveoverviewofsportsfansinJapan:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarksportsfansinJapan(’’targetaudience’’)againsttheaverageJapaneseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingJapan)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

SportsfansinJapan

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Sportsfanstendtobeolder,42%arepartofGenerationX.

Sportsfansarepredominantlymale.Manysportsfanshaveahighannual

householdincome.

Sportsfansaremorelikelytoliveincitiesandurbanareasthantheaverageconsumer.

Anhonestandrespectablelifeisarelativelyimportantaspectoflifetosportsfans.

55%ofsportsfansarealsointerestedinmovies,TVshowsandmusic.

Sportsfansaremoreli