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Attitude on the use of one's purchase history for personalized marketing Japan 2019

According to a survey conducted in July 2019, close to 69 percent of respondents aged 20 to 69 years old in Japan did not want companies to use their purchase history for targeted advertisements. Among those who welcomed the use of one's purchase history, information gathered from buying daily necessities was the most accepted category.

Opinions on the use of one's purchase history for targeted advertisements among people in Japan as of July 2019

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Release date

December 2019



Survey time period

July 2019

Number of respondents

1,000 respondents

Age group

20-69 years

Special properties

multiple answers possible for those who welcomed the use of one's purchase history

Method of interview

Online survey

Supplementary notes

Original question: "Please think about the promotion and notifications of a producer or shop that offers products such as cameras, consumer electronics, fashion and cosmetic products (provisionally called Company A). Company A is a company that you trust and whose name is well-known. Which kind of promotion or notification from Company A would you welcome?"

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