From the Wires
Dentsu Announces "2012 Hit Products in Japan"
Dec. 7, 2012 01:00 AM
Dentsu Inc. (TOKYO:4324)(ISIN:JP3551520004)(President & CEO: Tadashi
Ishii; Head Office: Tokyo; Capital: 58,967.1 million yen) announced
today the release of its "2012 Hit Products in Japan" report. Produced
as part of a series that has been chronicling hit products since 1985,
the latest report examines and generalizes major trends that represented
the consumer mindset in 2012. It is based on an Internet survey of
Japanese consumers carried out in November 2012 by Dentsu Marketing
Insight.
Two summers have passed since the Great East Japan Earthquake. Although
the deflationary trend this year shows signs of slowing, and the
consumer quest for low prices has started to wane, 2012 can be described
as a year in which consumers enjoyed extravagance with reserve.
Smartphones came in at number one for the third year in a row, but the
fact that twelve items made their first appearance on the list shows
that times are moving to a new phase.
The following top 20 products (including celebrities and social
phenomena) were selected from 55 popular items and services by 1,000
Internet survey respondents aged between 20 and 69. The total scores in
three categories—"recognition," "attraction and interest" and
"topicality/buzz"—were calculated to determine the top products of 2012.
The figures in parentheses are last year's rankings. Previously unranked
products are indicated with (-).
Features shared by the top-ranking products and services are their
nationwide appeal and broad support base. Tokyo Sky Tree, the local
mascot characters and the London Olympic Games energized the nation;
Sugi-chan and AKB48 cheered people up; and products such as robot
cleaners, salted rice malt, non-alcoholic beer and Type 3 eco-cars gave
people the opportunity to discover new value.
2012 Hit Products
No. 1: Smartphones (1)
No. 2: Tokyo Sky Tree (3)
No. 3: SNSs
such as Facebook that require real name registration (27)
No. 4:
Robot cleaners (21)
No. 5: Salted rice malt (127)
No. 6:
Sugi-chan (popular comedian) (-)
No. 7: Local mascot characters (-)
No.
8: AKB48 (5)
No. 9: London Olympic Games (-)
No. 10: Low-cost
carriers (39)
No. 11: iPS cells (Dr. Shinya Yamanaka) (-)
No.
12: Healthy recipe books produced by health companies and nutrition
colleges (-)
No. 13: Non-alcoholic beer (-)
No. 14: Tokyo
station (-)
No. 15: Kyary Pamyu Pamyu (popular model, singer and
fashion blogger) (-)
No. 16: Japanese athletes who are active on
the international stage (-)
No. 17: Packaged instant fresh noodles
(-)
No. 18: Apartment/house sharing (-)
No. 19: Type 3
eco-cars (28)
No. 20: Collaborative product promotions that span
industry segments (-)
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Dentsu "Hit Product Recognition Survey" Overview
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Survey period:
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November 17–18, 2012
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Survey subjects:
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Men and women nationwide aged between 20 and 69
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Sample size:
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1,000 (responses received)
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Survey type:
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Internet survey
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Survey company:
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Dentsu Marketing Insight
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Survey content:
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Respondents were asked to indicate their level of agreement with the
following three statements about 55 popular items and services:
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"I have heard of it." (recognition)
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"I think it's interesting." (attraction and interest)
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"People around me are talking about it." (topicality/buzz)
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Ranking calculation:
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The scores in the three categories were added up.
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Top 5 Hit Products in Earlier Years (2011 to 2004)
2011
1. Smartphones
2. LED light bulbs
3. Tokyo
Sky Tree
4. Nadeshiko Japan
5. AKB48
2010
1. Smartphones
2. Twitter
3. Munchable chili
oil
4. Digital broadcasting-equipped widescreen flat-panel TVs
5.
Ryoma Sakamoto
2009
1. Hybrid vehicles
2. Flu masks
3. Low-priced
domestic fashions
4. Vehicles eligible for tax reductions and eco
vehicle purchasing subsidies
5. Eco-point energy-saving home
appliances
2008
1. Innovative remote-controlled TV games
2. Gake
no Ue no Ponyo (Ponyo on the Cliff by the Sea)
3.
Digital broadcasting-equipped widescreen flat-panel televisions
4.
Bargain products (private brand products/outlet malls)
5. Touch pen
portable games
2007
1. Touch pen portable games
2. Innovative
remote-controlled TV games
3. Billy's BootCamp™
4.
Digital cameras
5. Widescreen flat-panel televisions
2006
1. Brain training products
2. Widescreen
flat-panel televisions
3. The Da Vinci Code
4.
HDD-equipped DVD recorders
5. High-performance portable game
machines
2005
1. Portable digital audio players
2. HDD-equipped
DVD recorders
3. Blogs
4. Widescreen flat-panel televisions
5.
Agar weed gelatin
2004
1. Widescreen flat panel televisions
2. Japanese
baseball players in the U.S. Major League
3. Crying Out for
Love, from the Center of the World (Sekai no Chushin de, Ai wo
Sakebu, novel, movie, and TV drama)
4. HDD-equipped DVD
recorders
5. Black vinegar
About Dentsu Inc.
Founded in 1901, Dentsu Inc. has held the position of the world's
largest single-brand agency for almost 40 years. Through its unique
"Integrated Communication Design" approach, Dentsu offers multinational
clients the most comprehensive range of advertising and marketing
services in the industry. While continuing to pursue innovation in the
digital arena, Dentsu is active in the production and marketing of
sports, movies, anime and other entertainment content on a global scale.
The Dentsu Group has more than 6,000 clients and over 20,000 employees
worldwide.
Dentsu News: http://www.dentsu.com/news/index.html
Dentsu
Inc.: http://www.dentsu.com/index.html
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