The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMay 2020
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Japan’s ongoing bias towards cash transactions is supported by consumers’ faith that they are unlikely to be robbed in what they consider to be a safe society, as well as concerns about the security of digital information. The fact that Japan has the world’s oldest population, which is rapidly approaching a median age of 50 years old, also contributes to the market’s continued fondness for cash, as older consumers tend to be less open to adopting new technologies.
The roll out of the 5G network, which the government initially planned to have in place for the Tokyo Olympics in 2020 in order to showcase the country’s technological expertise and leadership, is contributing to the increasingly favourable conditions for the development of digital commerce in the Japanese market. The major full-scale mobile phone service operators, NTT DoCoMo, SoftBank, and KDDI, all launched 5G services in March 2020, while Rakuten planned to follow in June of the same year.
Mobile phones are becoming increasingly popular for gaining access to the internet amongst Japanese residents, particularly younger ones. The use of mobile apps and platforms is becoming increasingly important for communicating with consumers for both store-based and online retailers and foodservice operators.
The Japanese market is witnessing the continued integration of the physical and digital commercial arenas. This can be seen in the blurring of boundaries between store-based and online retailing, as companies’ efforts to build e-commerce activity and target consumers with digital marketing are combined with moves to enhance consumers’ in-store experience in terms of emotional resonance and convenience.
The ageing of an already old society presents one of the key obstacles to the development of Japan’s digital landscape because of the reluctance of elderly people to adopt new technologies compared with their younger counterparts. However, the ageing of the population also presents notable motives and opportunities for investment in technological innovation.
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Overview
Explore how technology is forever altering the ways that consumers conduct commerce in the digital era in Japan with research from Euromonitor’s team of in-country analysts.
Gain a holistic view of the digital consumer across a variety of industries in order to discover new market opportunities, keep pace with innovation and stay connected to your consumers.
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This report originates from our Digital Consumer market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.