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Consumer panel · Asia-Pacific

Real consumers of Japan, profiled by Frequent Research.

Know them by age and gender.

  • CapitalTokyo
  • CurrencyJapanese yen (JPY)
  • LanguagesJapanese
Explore the panel Get the panel book 371,820profiled consumers33profile tables¥Japanese yen
  • GenderMales51.2% · 190,372
  • Age30-4940.5% · 150,587
  • Education (highest level completed)Bachelor's degree27.7% · 102,994
  • Occupation / Employment StatusFull-Time Employee40.8% · 151,703
  • Marital StatusMarried / Civil Partnership57.3% · 213,053
  • Life Stage / GenerationMillennials (born 1981–1996)34.6% · 128,650
  • Ethnicity / Population BackgroundJapanese97.5% · 362,525
  • Region DistributionKanto35% · 130,137
  • Annual Household Income (gross, JPY)Middle Household Income · ¥5,000,000 – ¥6,999,99922.5% · 83,660
  • Annual Personal Income (gross, JPY)Middle Income · ¥3,200,000 – ¥4,399,99920.8% · 77,339
  • Home Category (living arrangement)Own Primary Residence50.3% · 187,025
  • Dwelling TypeDetached House24% · 89,237
  • Parents of Children (age of youngest child)18+ Years (adult children)35% · 130,137
  • AutomotiveMass-Market Car Owners36.7% · 136,458
At a glance

Japan in 7 numbers

  • 371,820profiled consumers in Japan
  • Gender51.2%Males
  • Age40.5%30-49
  • Where they live35%Kanto
  • Occupation40.8%Full-Time Employee
  • Personal income20.8%Middle Income · ¥3,200,000 – ¥4,399,999
  • Technology22.7%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 51.2%190,372 Males
  • 48.8%181,448 Females

Largest group: Males at 51.2%

Age

5 groups
3.3%12,27013-17 16.8%62,46618-29 40.5%150,58730-49 26.5%98,53250-64 12.9%47,96565+

Largest group: 30-49 at 40.5%

Education (highest level completed)

9 groups
  • Less than secondary / high school4.3%15,988
  • Secondary / high school graduate21%78,082
  • Post-secondary vocational / technical training11.9%44,247
  • Some college / university – no degree9.1%33,836
  • Associate / short-cycle tertiary diploma8.6%31,977
  • Bachelor's degree27.7%102,994
  • Master's degree (MA, MSc, MBA, etc.)12.9%47,965
  • Professional degree (MD, DDS, LLB, JD, etc.)2.9%10,783
  • Doctorate (PhD, EdD)1.6%5,949

Largest group: Bachelor's degree at 27.7%

Marital Status

5 groups
  • Married / Civil Partnership57.3%213,053
  • Single / Never Married26.9%100,020
  • Divorced5.5%20,450
  • Widowed / Separated7.1%26,399
  • Living with Partner (Cohabiting)3.2%11,898

Largest group: Married / Civil Partnership at 57.3%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)34.6%128,650
  • Gen X (born 1965–1980)28%104,110
  • Gen Z (born 1997–2012)17.1%63,581
  • Baby Boomers (born 1946–1964)17.1%63,581
  • Silent Generation (born before 1946)3.2%11,898

Largest group: Millennials (born 1981–1996) at 34.6%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee40.8%151,703
  • Retired16.5%61,350
  • Part-Time Employee9.5%35,323
  • Student8.3%30,861
  • Homemaker7.6%28,258
  • Self-Employed / Contract / Freelance6.2%23,053
  • Disabled / Not Able to Work3.3%12,270
  • Stay-at-Home Parent (full-time childcare)2.7%10,039
Show all 11

Largest group: Full-Time Employee at 40.8%

Annual Household Income (gross, JPY)

10 groups
5%18,591Very Low Household Income · Below ¥2,300,000 17.2%63,953Low Household Income · ¥2,300,000 – ¥3,799,999 17.2%63,953Lower-Middle Household Income · ¥3,800,000 – ¥4,999,999 22.5%83,660Middle Household Income · ¥5,000,000 – ¥6,999,999 17.7%65,812Upper-Middle Household Income · ¥7,000,000 – ¥9,499,999 9.9%36,810Comfortable Household Income · ¥9,500,000 – ¥11,999,999 6.4%23,796Affluent Household Income · ¥12,000,000 – ¥16,999,999 2.1%7,808High Household Income · ¥17,000,000 – ¥23,999,999 1.2%4,462Very High Household Income · ¥24,000,000 – ¥38,999,999 0.8%2,975Top Household Income Tier · ¥39,000,000 and above

Largest group: Middle Household Income · ¥5,000,000 – ¥6,999,999 at 22.5%

Annual Personal Income (gross, JPY)

10 groups
3.3%12,270Very Low Income · Below ¥1,300,000 15.4%57,260Low Income · ¥1,300,000 – ¥2,299,999 18.4%68,415Lower-Middle Income · ¥2,300,000 – ¥3,199,999 20.8%77,339Middle Income · ¥3,200,000 – ¥4,399,999 14.4%53,542Upper-Middle Income · ¥4,400,000 – ¥5,499,999 14.2%52,798Comfortable Income · ¥5,500,000 – ¥7,499,999 8.5%31,605Affluent Income · ¥7,500,000 – ¥10,999,999 2.9%10,783High Income · ¥11,000,000 – ¥14,999,999 1.3%4,834Very High Income · ¥15,000,000 – ¥24,999,999 0.8%2,975Top Income Tier · ¥25,000,000 and above

Largest group: Middle Income · ¥3,200,000 – ¥4,399,999 at 20.8%

Banking & Financial Services

12 groups
  • Credit Card Holders23.5%87,378
  • Debit Card Users15.1%56,145
  • Online / Mobile Banking Users10.8%40,157
  • Digital Wallet / Mobile Money Users10%37,182
  • Home Loan / Mortgage Holders8.9%33,092
  • Life Insurance Policy Holders6.4%23,796
  • Personal Loan Holders6.1%22,681
  • Retirement / Pension Savers5.4%20,078
Show all 12

Largest group: Credit Card Holders at 23.5%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence50.3%187,025
  • Rent Primary Residence26.1%97,045
  • Live with Family Member(s) in Their Residence14%52,055
  • Live in Student / University Accommodation4.9%18,219
  • Other Living Arrangement4.7%17,476

Largest group: Own Primary Residence at 50.3%

Dwelling Type

11 groups
  • 24%89,237Detached House
  • 23.9%88,865Apartment / Flat – with balcony or garden
  • 12.9%47,965Apartment / Flat – no outside space
  • 8.5%31,605Terraced / Row House / Townhouse
  • 8.3%30,861Semi-Detached House
  • 6.4%23,796Condominium / Serviced Apartment
  • 6.3%23,425Bungalow / Single-Storey House
  • 3.2%11,898Cottage / Farmhouse
  • 2.4%8,924Dormitory / Hostel / Group Quarters
  • 2.4%8,924Other Dwelling Type
  • 1.7%6,321Mobile Home / Caravan

Largest group: Detached House at 24%

Parents of Children (age of youngest child)

5 groups
11.5%42,7590-2 Years 13.9%51,6833-6 Years 18.1%67,2997-12 Years 21.5%79,94113-17 Years 35%130,13718+ Years (adult children)

Largest group: 18+ Years (adult children) at 35%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner15.8%58,748
  • Dual-Income Households14.8%55,029
  • Primary Grocery Shoppers14.6%54,286
  • Household Budget Managers11.7%43,503
  • Children's Education Decision Makers9.3%34,579
  • Single Parents6.4%23,796
  • Grandparents Caring for Grandchildren5.3%19,706
  • Multi-Generational Households5.3%19,706
Show all 12

Largest group: Household Head / Main Earner at 15.8%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers18.5%68,787
  • Plumbing Service Customers12.7%47,221
  • Residential Cleaning / Domestic Help Users12.4%46,106
  • Air-Conditioning / Cooling Service Customers10.8%40,157
  • Laundry / Dry-Cleaning Service Users10.3%38,297
  • Home Maintenance & Handyman Service Users10%37,182
  • Electrical Repair Service Customers9.7%36,067
  • Pest-Control Service Customers8.7%32,348
Show all 9

Largest group: Household Service Decision Makers at 18.5%

Where they live

Regions and background across the country.

Ethnicity / Population Background

6 groups
  • Japanese97.5%362,525
  • Chinese0.8%2,975
  • Korean0.5%1,859
  • Filipino0.4%1,487
  • Vietnamese0.4%1,487
  • Other nationalities / backgrounds0.4%1,487

Largest group: Japanese at 97.5%

Region Distribution

8 groups
  • Kanto35%130,137
  • Kinki (Kansai)17.6%65,440
  • Chubu16.7%62,094
  • Kyushu & Okinawa11.5%42,759
  • Tohoku6.5%24,168
  • Chugoku5.7%21,194
  • Hokkaido4.1%15,245
  • Shikoku2.9%10,783

Largest group: Kanto at 35%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 36.7%136,458Mass-Market Car Owners
  • 24.7%91,840Car Insurance Policy Holders
  • 10.5%39,041Vehicle Service & Repair Decision Makers
  • 8.1%30,117Motorcycle / Scooter Owners
All 11 groups

Technology & Digital Usage

  • 22.7%84,403iOS Smartphone Users
  • 10.9%40,528Android Smartphone Users
  • 10.8%40,157Cloud Storage & Productivity App Users
  • 10.7%39,7855G Mobile Network Users
All 11 groups

Travel

  • 16.9%62,838Frequent Domestic Travellers (3+ trips a year)
  • 13.6%50,568Family Vacationers
  • 10.6%39,413International Travellers
  • 9.8%36,438Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13.2%49,080Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 11.6%43,131Eco-Conscious / Sustainable Living Consumers
  • 11.2%41,644DIY & Home Improvement Enthusiasts
  • 10.7%39,785Gardeners & Home Growers
All 12 groups

Media & Entertainment

  • 15.1%56,145OTT / Subscription Video Streaming Subscribers
  • 13.9%51,683Linear / Pay-TV Viewers
  • 12.7%47,221Music Streaming Users
  • 11.4%42,387Free Ad-Supported Video Platform Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 34.1%126,791Non-Tobacco / Nicotine Users
  • 15.8%58,748Wine & Spirits Consumers
  • 14.8%55,029Beer Consumers
  • 14.3%53,170Adult Tobacco Product Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 16.2%60,235Laptop / Desktop Computer Owners
  • 14.9%55,401Consumer Electronics Purchase Decision Makers
  • 12.3%45,734Smart TV Owners
  • 11.5%42,759Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 24.2%89,980Casual Social Media Content Posters
  • 13.2%49,080Short-Form Video Creators
  • 12.2%45,362Long-Form Video Creators
  • 11.1%41,272Photo & Visual Content Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Value & Discount Seekers14.2%52,7982
  2. Online Shoppers14.7%54,6581
  3. In-Store Shoppers11.2%41,6443
  • Online Shoppers14.7%54,658
  • Value & Discount Seekers14.2%52,798
  • In-Store Shoppers11.2%41,644
  • Omnichannel Shoppers11.2%41,644
  • Fashion & Apparel Shoppers9.5%35,323
  • Home & Furnishing Shoppers7.4%27,515
  • Brand-Loyal Shoppers6.8%25,284
  • Impulse Buyers6%22,309
  • Social Commerce / Live-Shopping Buyers5.1%18,963
  • Cross-Border Online Shoppers4.9%18,219
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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