| JAPAN
- 2004 ESOMAR Industry
Study |
| MR
turnover |
US
$1,294 million |
| MR
turnover as % of
GDP |
0.03%
|
| MR
industry growth,
2003-2004 |
1.5% (Asia Pacific:
5.2%; World: 5%) |
Regional
ranking
(based
on turnover for Asia
Pacific countries) |
1 |
| Global
ranking (based
on turnover) |
5 |
| MR
spend per capita
|
US
$10.14 |
| MR
spend as as proportion
of ad spend |
3.6% |
| [Source:
2004 ESOMAR Industry
Study] |
Ranked by turnover, the Japanese MR industry comes in at number five out of 75 countries worldwide - ahead of Canada, Italy and Spain. Four of the global top 25 MR firms are based in Japan.
Growth of the MR market is very low, however Japan is already in the top 20 countries for MR spend per head. At $10.14, it is just behind Singapore, Italy and Spain. The UK tops the list with a spend of nearly US$40 per person.
MR spend as a proportion of ad spend is just 3.6% - compared with a figure between 5% and 10% in most rich industrialised countries, and as much as 15.1% in France and 12.8% in Sweden.
| JAPAN
- Proportion of spending by clients in each sector: |
| Manufacturing
2 |
26%
|
| B2B
|
11%
|
| Wholesale
and retail |
1% |
| Financial
services |
1% |
| Utilities
|
6% |
| Public
Sector |
4%
|
| Media
|
10% |
| Ad
agencies |
20% |
| Research
institutes |
6% |
| Other
|
15% |
| [Source:
2004 ESOMAR Industry
Study] |
Overall, the manufacturing industry is the most important sector for MR - at 46% of total turnover. However, its importance is far lower in Japan at 26%, possibly suggesting potential for future growth in this sector. Research for ad agencies contributes a substantial amount to overall turnover: 20% compared with a 3% worldwide average.
| JAPAN
- Proportion of turnover
allocated to research
methods: |
| Quantitative
|
87%
|
| Post
|
14%
|
| Phone |
4% |
| Face-to-face |
27% |
| Online
|
12% |
| Other
|
30%
|
| Qualitative
|
8% |
| Groups
|
5% |
| In-depth
interviews |
2% |
| Other
|
1% |
| [Source:
2004 ESOMAR Industry
Study] |
Japan is close to the global average of 84% quantitative research, though only 8% of its research is qualitiative (compared with a global 15%), while the rest falls into neither category.
Japan is slightly ahead of the global average in its use of online research methods.
Top firms
Four of the global top 25 MR firms are based in Japan. The full list is as follows, with Japanese companies highlighted.
| |
| 1
|
VNU
|
| 2
|
TNS
|
| 3 |
IMS Health |
| 4 |
Kantar Group |
| 5 |
GfK |
| 6
|
Ipsos
|
| 7
|
Information Resources
Inc. |
| 8
|
Synovate |
| 9 |
NOP World |
| 10 |
Westat |
| 11 |
Arbitron |
| 12 |
INTAGE
Inc, Tokyo Japan |
| 13 |
Harris Interactive
Inc. |
| 14 |
Maritz
Research |
| 15 |
Video
Research Ltd, Tokyo
Japan |
| 16 |
J.D.
Power |
| 17 |
Opinion Research
Corp. |
| 18 |
NPD
Group |
| 19 |
MORI |
| 20 |
Lieberman
Research |
| 21 |
Dentsu
Research Inc, Tokyo
Japan |
| 22 |
IBOPE
Group Sao Paulo Brazil |
| 23 |
Nikkei
Research Inc, Tokyo
Japan |
| 24 |
Burke,
Inc. |
| 25
|
Abt Associates
Inc |
| [Source:
2004 ESOMAR Industry
Study] |
| Top
10 Japanese MR Firms
(2003) |
| Company
|
MR
sales (US$m) |
| 1.
Video Research |
166.7
|
| 2.
INTAGE |
122.2 |
| 3.Dentsu
Research |
58.3 |
| 4.Nikkei
Research |
52.3 |
| 5.
ACNielsen
|
51.7
|
| 6.
Survey Research Center
|
36.5 |
| 7.
Research International
Japan |
34.5 |
| 8.
Nippon Research Center |
29.4 |
| 9.
Ipsos
Japan Statistics
Research |
27.1 |
| 10.Research
& Development
|
26.2 |
| [Source:
Estimate by Sendenkaigi - monthly advertising and marketing magazine] |
ESOMAR also lists the following global companies with operations in Japan
- VNU (ACNielsen Corp, NetRatings)
- TNS (TNS Nippon Research Centre)
- IMS Health Inc
- WPP (Research International, Millward Brown, International Creative Marketing)
- GfK Group (GfK Marketing Service)
- Ipsos Group ( Novaction, Ipsos JSR)
- Synovate
- J.D. Power and Associates (J.D. Power Asia Pacific)
- Harris Interactive
Trade bodies
Japan Marketing Research Association (English version - www.jmra-net.or.jp/index-e.html)
