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Dentsu Announces "2012 Hit Products in Japan"
By: Business Wire
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)
Top 5 Hit Products in Earlier Years (2011 to 2004)
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
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