Nov 28, 2011

Dentsu reveals Japan's "hit products" of 2011, smartphones remain on top

TOKYO - Dentsu has unveiled its annual look at trends and the products making people talk across the Japan market, with smartphones once again leading conversations throughout the market.

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Smartphones have remained the biggest product in Japan for another year

Researchers from the Dentsu Innovation Unit asked 1000 subjects how well they recognised or how interested they were in a range of 130 products, people, and even social phenomena. The annual report has considered the major trends representing the consumer minset in Japan since 1985.

Just as they did in 2010, smartphones scored the highest rankings in each of the three "hit product" judging categories: recognition; interest; and overall popularity. Launches of the iPhone 4s in November last year, as well as competitors from Samsung, Blackberry and Nokia over the year, have kept the interest in the product category high in Japan. An army of app developers catering specifically to the Japanese market has only added to this popularity.

While smartphones may have been a predictible leader, a number of the lower "hit product" rankings found their popularity in the wake of the Eastern Japan earthquake in March this year. LED lighting solutions were named the second most talked-about product of 2011, having been 10th in the rankings last year.

"The impact of the earthquake can be seen in the number-two ranking for LED light bulbs and the first-time appearance of several energy-saving and eco-friendly products," the report said. Hybrid vehicles, for example, were the seventh-most popular product in this year's survey. electric and battery-powered fans (rather than integrated air conditioning systems) also surged in popularity as energy supplies suffered - these products were ranked at number nine.

While practical products were certainly in demand, Japanese consumers also recognised those things that helped to lift their spirits in the months following the disaster. Thus Nadeshiko Japan, the World Cup winning women's football team, earned the number-four ranking this year. AKB48, a 48-member all-girl theater and singing group from Akihabara in Tokyo, and Mana Ashida, a seven-year old actress, model, and singer, were ranked at numbers five and six respectively.

The Top 20 "Hit Products" in Japan are (last year's ranking in brackets) :

1: Smartphones (1)

2: LED light bulbs (10)

3: Tokyo Sky Tree (new broadcasting tower scheduled to be completed in the spring of 2012) (7)

4: Nadeshiko (-)

5: AKB48 (18)

6: Mana Ashida (-)

7: Hybrid vehicles (16)

8: Disaster prevention and emergency food supplies (-)

9: Electric and battery-powered fans (-)

10: Digital broadcasting-equipped widescreen flat-panel TVs (4)

11: Edible (chunky) chilli oil (3)