Target audience: Self-employed people & freelancers in Japan

Selected insights on target audience: Self-employed people & freelancers in Japan

• 37% of self-employed people & freelancers have a low annual household income
• Making their own decisions has more importance to self-employed people & freelancers than to the average consumer
• 25% of self-employed people & freelancers are laggards when it comes to innovation adoption
• A relatively high share of self-employed people & freelancers think that defense & foreign affairs are issues that need to be addressed
• Self-employed people & freelancers remember seeing ads on search engines more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Japan
• Gender of consumers in Japan
• Consumer’s level of education in Japan
• Share of consumers in Japan in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Japan live
• Communities where consumers live in Japan
• LGBTQ+ status of consumers in Japan

• Most important aspects of life for consumers in Japan
• Top 10 interests of self-employed people & freelancers in Japan
• Top 10 hobbies and leisure activities of self-employed people & freelancers in Japan
• Top 10 sports activities of self-employed people & freelancers in Japan
• Top 10 sports followed by self-employed people & freelancers in Japan

• Agreement with statements in Japan
• Innovation adopter types based on statements towards innovation by consumers in Japan
• The 10 most important issues facing Japan according to self-employed people & freelancers
• Political attitudes of consumers in Japan

• Top 10 places where self-employed people & freelancers in Japan have come across digital advertising in the past 4 weeks
• Devices consumers in Japan use regularly to access the internet
• Social media activities in Japan by type
• Places where consumers in Japan have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Japan have been using in the past 4 weeks