SHIBUYA109 lab. × CCC Marketing Joint Survey Part 3! Comparing the Otaku Activities of Women Around 20
2020.06.23
Press Releases
CCCマーケティング株式会社 ／ 株式会社SHIBUYA109エンタテイメント
ー全国のaround20の約7割が「ヲタ」であることを自覚。年間可処分所得の10%をヲタ活 に費やす！「ジャニヲタ」「LDHヲタ」「K-POPヲタ」「漫画アニメヲタ」など 押さえておくべきヲタの特徴を徹底解剖！ヲタ友事情やファッション意識の違いとは？ー
SHIBUYA109 lab., a youth marketing research institute run by SHIBUYA109 Entertainment Co., Ltd. (Head office: Shibuya-ku, Tokyo; President: Kimura Tomohiro), and CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; President and CEO: Kitamura Kazuhiko), which operates a marketing platform business based on lifestyle data from the T-Card, have conducted qualitative and online surveys to understand the current state of "otaku activities*1," one of the characteristics of consumer behavior among women aged 15 to 24, defined as those in their "around 20s," and have conducted a comparative analysis of the characteristics of each category.
Comparison of the "otaku activities" of women around 20 in seven categories: Topics
[1] I am aware that about 70% of the people around me in my 20s nationwide are “otaku.”Spend 10% of your annual disposable income on otaku activities!
Many people say they are saving money for their "otaku activities" by taking on more part-time jobs or saving money to support their favorite idol's activities.
[2] "Johnny's fan," "LDH fan," "K-POP fan"...A thorough analysis of the characteristics of each category of fan that you should know about!
Looking at the breakdown of "otaku," the most common was "Johnny's otaku (27.1%)."Next were "anime/manga otaku (22.6%)," "K-POP otaku (11.7%)," "LDH otaku (4%)," and "Sakamichi otaku (3%)."We will thoroughly explain the characteristics of each category, the circumstances of otaku friends, and differences in fashion consciousness.
*1 What is "otaku activity"?
Otaku is defined as "being a fan" or "spending a lot of money and time on something.""Otaku activities" are all activities
refers to. Many of the young people targeted call themselves "●● otaku" and enjoy otaku activities.
[1] I am aware that about 70% of the people around me in my 20s nationwide are “otaku.”Spend 10% of your annual disposable income on otaku activities!
In this survey, we asked the question, "Is there anything that you can call yourself a '●● otaku' for?"*Figure 1: When asked, "Are you an otaku?", 66.7% of people in the "around 20" category nationwide answered "yes," revealing that they are aware that they are some kind of otaku.
Furthermore, regarding expenditures on otaku activities as a percentage of annual disposable income (Figure 2), the results show that the "average amount of money they have available for free use in a year" is approximately 577,000 yen, while the "average amount they spend on otaku activities in a year" is approximately 58,000 yen, meaning that expenses spent on otaku activities account for approximately 10.1% of their annual disposable income.
In the group interviews, it was revealed that monthly expenditures on otaku activities fluctuate according to the activity schedule of their "oshi" (the person, group, or content they support). We also hear many people say that they are managing their finances by taking on more part-time jobs or saving money to support their favorite idol's activities.
[2] "Johnny's fan," "LDH fan," "K-POP fan"...A thorough analysis of the characteristics of each category of fan that you should know about!
In this survey, we will introduce the actual state of otaku activities for seven categories of otaku: "Johnny's otaku," "LDH otaku," "K-POP otaku," "Sakamichi otaku," "Theme park otaku," "Anime/manga otaku," and "Band otaku."
Looking at the breakdown, the most common group was "Johnny's fans (27.1%)," followed by "anime/manga fans (22.6%)," "band fans (15.8%)," "K-POP fans (11.7%)," "theme park fans (6%)," "LDH fans (4%)," and "Sakamichi fans (3%)."
This time, we will focus on "Johnny's Otaku," "K-POP Otaku," "LDH Otaku," and "Anime/Manga Otaku" and introduce the reality of "otaku activities."
By category! The characteristics of each otaku
Johnny's fan: Dedicated to your favorite idol! Check out what other Johnny's fans are up to on social media
Johnny's fans make up the largest proportion of the total, and their most notable feature is their active exchange of information with other fans.
Their main sources of information are mass media such as TV and magazines, as well as Instagram. On Instagram in particular, they make full use of accounts dedicated to their "otaku activities," searching hashtags such as "#mass-produced otaku" to check out what other Johnny's otaku are up to in their "otaku activities."
Compared to other otaku, the percentages of people who "join a fan club (71.4%)" and "go on pilgrimages to holy sites and filming locations (19.9%)" are high, and the results of the online survey also convey their devotion to their "oshi."
LDH Ota: Highly motivated to create and share information! What is LDH Ota's unique "felt"?
LDH fans are characterized by their strong desire to create and disseminate information.
The numbers for "making original goods (23.4%)" and "checking the social media of my favorite idols (78.2%)" are high. In the group interview, it was revealed that "felting," which involves making "faces of your favorite idols" using felt fabric, is a unique culture among LDH fans.
While TV and Instagram are the main sources of information, word of mouth from friends and family is also important, indicating that people often share their otaku activities with people close to them. He is also proactive in sharing his "otaku activities," mainly on Instagram.
K-POP Otaku: Global "Otaku Activities"! Passion for studying Korean through "Otaku Activities"
K-POP fans' "otaku activities" get more and more exciting with the "comebacks*2."They actively participate in events such as handshake events (37.2%) and visits to pop-up stores (38.2%) that are held in conjunction with their favorite idol's visit to Japan.
In addition to Instagram, their main sources of information are YouTube, TikTok, etc., and they are also known for making the most of social media to engage in global "otaku activities."The percentage of people who "check their favorite idol's social media" is higher than other otaku (78.1%), and many are self-studying Korean to get the latest information about their favorite idols.
*2 What is "Comeback"?
It is an abbreviation for comeback and refers to all promotional activities such as the release of new songs by artists.
Anime and manga otaku: They love the worldview of the works and even create derivative works! "Otaku activities" are core and closed
Manga and anime otaku, the second most common group after Johnny's otaku, tend to have closed and core "otaku activities."
When asked about their favorite works, 58.1% said they "check out derivative works" and 43.6% said they "check out information about voice actors and the production side" and 43.6% said they "enjoy making derivative works themselves."
The number of people who answered "I want to read it (26.4%)" was high, indicating a high level of interest in the worldview and production process of the work.
The sources of information are Twitter and Niconico Video, with high figures, and Instagram usage is low. It is also essential to gather in-depth information from sources such as summary sites and message boards.
Otaku circumstances
It is common for around20's "otaku friends" to include not only real-life friends such as school friends, but also otaku friends they have met on social media.
This survey* Figure 4 also revealed that 30.6% of people have otaku friends both in real life and online, and 8.6% have otaku friends only online, meaning that approximately 40% of people have otaku friends online.
On social media, people actively make friends with otaku using hashtag searches and other methods, and the types of friendships they have with otaku friends vary slightly depending on the category.
Johnny's fan: #Wow, it's time to connect with fellow Johnny's fans, let's connect lots
Many Johnny's fans have otaku friends both in real life and online, with an average of 6.3 otaku friends in real life and 30.6 online. Although he checks the activities of other otaku on social media, he seems to be very selective about who he becomes friends with.
In group interviews, many people said that Johnny's fans tend to hang out in small groups, such as pairs, perhaps because they have a strong tendency to "reject other fans who have the same favorite idol as you."
LDH fan: I want to connect with #ldhfam
Compared to other otaku, LDH otakus mainly share their otaku activities with their real-life friends. Regarding the number of otaku friends, the average number was 8.1 in real life and 29.0 online, making the number of real-life otaku friends the second highest after anime/manga otaku.
Another characteristic of LDH otaku is that they share their otaku activities with their families. In the group interview, LDH fans were portrayed as central figures in their class, characters who act as cheerleaders, and who value real-life relationships.
K-POP fan: #I want to connect with K-Pen-san
Compared to other types of otaku, K-POP otaku tend to have a lot of otaku friends online. Regarding the number of otaku friends, the average number was 5.1 in real life and 60.9 online, showing that people are proactive in making otaku friends online.
In the group interviews, we learned that some students have made Korean otaku friends on Instagram and communicate with them via direct messages using translation tools, revealing that their social networks are global. K-POP fans are also known to be well aware of trends at school, have a wide circle of friends, and are sociable.
Anime/Manga Otaku: #Unconcealable Otaku
Anime and manga otaku mainly share their otaku activities with real-life friends, and the average number of otaku friends they have in real life is 8.2, while the average number online is 29.0, meaning that real-life otaku friends are the most common. Compared to other otaku, a higher percentage of anime and manga otaku do not openly talk about their otaku activities to those around them, and their real-life otaku friends are quite limited, making for a closed otaku friendship.
Even in the group interviews, it seemed that many anime and manga otakus think that "it's fine as long as it's only shared with people who understand," as they usually wear goods that don't give away their otaku status.
Differences in fashion consciousness among otaku
We found that each otaku has a different attitude towards fashion and their preferred fashion styles are also distinctive.
Johnny's fans: Sticking to traditional styles and patterns! "Mass-produced fashion" is formal attire.
The percentage of people who answered "I dress without being particular about traditional styles and styles (11.0%)" was lower than other otaku, which shows that they want to "stick to traditional styles and styles."
vinegar. In fact, girly clothing, known as "mass-produced fashion," is the norm among Johnny's fans.
LDH fans: Sensitive to fashion trends! Taking inspiration from their favorite idols' styles
Notable among these respondents are the high percentages of those who "sometimes try to copy the fashion of celebrities and famous people (42.1%)" and "are sensitive to fashion trends (25.9%)."
In fact, during the group interviews, we heard that some members check out the apparel brands offered by LDH, and often take inspiration from their favorite idols to incorporate street fashion.
K-POP fans: They prioritize appealing to women! They also incorporate Korean-inspired fashion styles.
Notable among these respondents are the high percentages of those who "often check out other people's fashion (43.9%)" and "are more concerned about how girls react to fashion than boys (22.6%)."
In the group interviews, many people incorporated Korean tastes into their entire wardrobe, including their fashion, hairstyles, makeup, and accessories, so some said that they could tell they were K-POP fans without even asking. It is also clear that Korean culture is at the center of trends across the Around 20.
Anime/manga otaku: They tend to lack confidence and interest in fashion
While the percentage of people who answered "I don't care about the brand as long as I like the quality and functionality of the clothes (64.0%)" was high, the percentages for "I think I'm pretty stylish (6.6%)" and "I'm sensitive to fashion trends (10.2%)" were low compared to other otaku, indicating that they tend to have little confidence in and little interest in fashion.
In the group interviews, many people said they would rather spend their money and time on content they like than fashion.
[3] Survey overview
<1> Online survey for T members
・Survey period: April 24, 2020 to May 1, 2020
Survey organization: CCC Marketing Co., Ltd. T Survey (online survey of T members)
Survey target: Nationwide / Female / 16-24 years old / People who are otaku of any of the following categories
·allocation:
(1) Johnny's Otaku (2) LDH Otaku (3) Sakamichi Otaku (4) K-POP Otaku (5) Theme Park Otaku (6) Anime/Manga Otaku (7) Band Otaku (8) Other Otaku
・Survey design: SHIBUYA109 lab./ CCC Marketing Co., Ltd.
*Sample size: 1,993s
(1) Johnny's Otaku (301s) (2) LDH Otaku (197s) (3) Sakamichi Otaku (123s) (4) K-POP Otaku (301s) (5) Theme Park Otaku (287s) (6) Anime/Manga Otaku (303s) (7) Band Otaku (236s) (8) Other (245s)
<2> Qualitative research (group interview) by SHIBUYA109 lab.
・Eligibility: Anyone who is an otaku in any of the above categories
・Number of participants: 2 groups of 5 people each
・Considerations based on other past qualitative research
[4] Message from the Director of SHIBUYA109 lab.
Mai Osada
Recently, there has been an increase in content on social media with the theme of "otaku activities," such as "otaku commonalities," and for many around 20, "otaku activities" are commonplace.
There are also more and more scenes where you can feel that this is the case. This time, I analyzed seven categories of otaku from both quantitative and qualitative perspectives, and the most exciting moment for me was seeing the passion and characteristics of each otaku that I had felt every day in group interviews and the like quantitatively proven.
"Otaku activities" are an absolute necessity to understand around 20. When we delve deeper into the values and consumer appetites of today's young people through the lens of "otaku activities," we can see many things.
Director of SHIBUYA109 lab. / Mai Osada
■SHIBUYA109 lab. Overview
A youth survey machine specializing in the new generation operated by SHIBUYA109 Entertainment Co., Ltd.
Seki. Survey on the actual situation of "around 20 (men and women aged 15-24)", the target of SHIBUYA109
The analysis is done from SHIBUYA109's unique perspective.
Established: May 17, 2018
Director: Mai Nagata (affiliated with SHIBUYA109 Entertainment Co., Ltd.)
Homepage:https://shibuya109lab.jp
■ Overview of CCC Marketing Co., Ltd.
As a subsidiary of Culture Convenience Club Co., Ltd., we operate a marketing platform business based on lifestyle data from "T Points," a shared points service used by 70.64 million people (as of the end of May 2020) and involving 6,092 companies and 175,140 stores nationwide. We combine lifestyle data and know-how to provide new value to the world, so that we can make proposals that meet the various challenges and needs of companies and consumers.
Homepage:https://www.cccmk.co.jp/
*When quoting or reproducing public data, please make sure to clearly state that this is a "CCC Marketing/SHIBUYA109 lab. joint survey."
*Company names, product names, service names, etc. mentioned in this release are trademarks or registered trademarks of each company.
Materials related to this matter
SHIBUYA109 lab. × CCC Marketing Joint Survey Part 3! Comparing the Otaku Activities of Women Around 20
Inquiries regarding this matter
CCC Marketing Co., Ltd. Public Relations: Ando, Nakagawa TEL: 03-6800-4464
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