Ad spend in Japan this year is expected to snap a two-year losing
streak, according to a forecast by Dentsu Inc, which predicted that
adspend in the four major media - newspapers, magazines, radio and
television - will total Y3,798.6 billion, up three per cent from the
year before.
Adspend among all media last year came to Y5,699.6 billion, down 1.2 per
cent.
The upbeat mood reflects positive developments in the business operating
environment locally and regionally.
Greater market deregulation and liberalisation in Japan - such as the
introduction of new financial reforms allowing more foreign financial
institutions to enter the country - the commencement of digital
satellite broadcasting, the expansion of the information and
telecommunications market and the continued strong growth of New Economy
companies.
Japan's strength is underlined by the latest trends as determined by
nationwide studies by Dentsu.
Its research entitled Actualised Lifestyles in 2000 found that Japanese
will lead more Internet-oriented lives.
Internet-oriented lives
The Internet and various Web-based services show cyber-shopping and
ebanking are becoming more common.
As communications costs fall and 'Net-connected home electronics
equipment becomes a reality, people's daily lives and perceptions will
undergo radical change. Key online growth areas include:
- Catalogue shopping
- Stock transactions/banking
- Music and drama
- Games
- 'Web Life' cell phones
- Multifunction cards
- Java-equipped cell phones
Globally connected lives
The study also found that with deregulation, international retail stores
and restaurants have entered the Japanese market in quick succession in
recent years.
These newcomers, the agency pointed out, fit perfectly into Japan's
cityscapes.
People relax in American coffee shops, purchase cosmetics at British
pharmacies, shop for the family at American casual clothing stores and
watch soccer games transmitted by satellite from Italy.
This type of globally connected daily life is becoming the norm, Dentsu
said, while the image of the typical inward-looking Japanese of a decade
or more ago is slowly falling by the wayside.
Future design
Actualised Lifestyles made one other major finding. This was that cars,
personal computers and home electronic appliances with a friendly, human
feel, but retaining stylistic, futuristic designs - as opposed to
designs with a cool, unapproachable hi-tech feel - are enjoying immense
popularity.
Most popular designs are those that project an image of urban living,
characterised by harmonious interaction between people and their
sophisticated information technology.
