JADMA

The 9th Survey on Direct Marketing Usage in Japan

　According to our survey, the rate of direct marketing usage per household for 2001 was 81.5%. Individual usage was 67.0%.

　We asked responders with direct experience of direct marketing shopping about the media through which they had initiated the transaction. Domestic catalogues accounted for the highest (52.6%). TV shopping (22.9%) magazine ads (22.2%), direct mail (22.1%), and inserts in newspapers (22.0%) followed. Internet accounted for 20.5% and ranked as the 6th most popular shopping medium.

　The number of direct marketing usage instances per person was as follows:

once: 15.9%
twice-4 times : 53.4%
5 times - 9 times : 20.5%

　The average frequency of direct marketing usage instances by responder him/herself for 2001 was 4.1 times,

　As for merchandise bought by direct marketing, women's apparel accounted for 40.9%. Then 'Underwear' (30.0%), 'Cosmetics and pharmaceuticals' (23.7%), 'Men's aparel'(22.0%) and 'Hobby andentertainment goods' (19.7%) followed.

　The average amount of money spent on direct marketing shopping for 2001 was 51,000 yen.

　We have asked all the responders if they will use direct marketing shopping in future. 47.5% answered in the affirmative overall. 42.2% answered that they might use it, though they didn't have any actual plan.

*The method of survey:

1. Object: 2,500 men and women between 15 years and 79 years old all over Japan.
2. Effective responders: 1,400 (56.0%)
3. Method: Individual survey with question sheets distributed by mail.
4. Period: 15th to 25th January, 2002

A summary translation (English) of this survey is now available! Please see the page of

useful publications.