Understanding Consumer Behavior: Insights from Mapion Biz's Recent Survey on Product Search

Understanding Consumer Behavior

Introduction

A recent survey conducted by ONE COMPATH's Mapion Biz investigated consumer behavior related to product searches across Japan. The survey, which included responses from 9,820 individuals, aimed to uncover how people gather information and make purchasing decisions.

Key Findings

The survey revealed that a significant 73.3% of consumers check the availability of desired products at stores before making a purchase. This statistic shows a slight increase from 72.8% noted in January 2025, highlighting a consistent trend toward online research prior to in-person shopping. Additionally, over 65.7% of respondents indicated that using manufacturer websites to locate stores has directly led to purchasing from these locations, marking an increase from previous findings.

Online Research Trends

When asked about their experience in searching for where to buy a desired product online, 81.5% of respondents affirmed that they had done so, an increase from 76.8% four years earlier. This trend denotes a shift toward online research as a normative behavior before purchasing, reflecting a growing reliance on digital platforms for shopping information.

Differentiation by Age Group

The survey further highlighted a generational divide in product awareness channels. While traditional media such as television still reigns supreme, with over 60% of the general populace acknowledging it as a primary source of product knowledge, younger individuals aged 20-40 show increasing reliance on social media. Specifically, 44.3% of those in their 20s identified social media as their primary source of product information, surpassing television for this demographic. This indicates an important shift in product discovery methods, particularly among younger audiences.

The Influence of Pre-Purchase Research

When participants were asked about the impact of knowing where to buy a product before deciding to purchase, a staggering 81.9% acknowledged that it significantly influenced their purchasing decisions. This is a notable increase from 72.4% previously, emphasizing the critical importance of making product availability transparent to avoid lost sales opportunities. The visibility of stock and the ability to find local stores effectively reduces barriers to purchase, thus fostering consumer confidence.

Increased Usage of Store Locator Features

A growing segment of consumers is turning to manufacturers' websites and apps to identify nearby stores that carry their desired products. The survey showed a marked increase in the usage of store locator features, going from 31.7% to 46.8%. This reflects an upward trend in consumer engagement with these resources and underscores the potential for businesses to enhance visibility through better online presence and functionality.

The Shift Towards Well-Being in Shopping Habits

Of those who used store locator features, over 65.7% reported making a purchase in-store afterwards, with 50.5% having made multiple purchases. Comments from respondents revealed a preference for evaluating products physically, with many citing reasons related to wanting to compare items in person, the immediacy of obtaining a desired item, and the need for assurance regarding stock levels. This is aligned with the growing importance of cost-performance (cost-effectiveness and time efficiency) in purchasing decisions, reflecting a shift towards ensuring a more ‘well-being performance’ (well-being efficiency) in shopping experiences.

Broader Implications Beyond Retail

The impact of pre-purchase searches extends beyond just retail. The study also explored consumer interest in finding local ATMs, where 65.5% indicated that knowing the distance from their current location is the most critical information, followed by hours of operation and the banks served. This highlights the expectation for accurate and readily available information across various sectors, influencing immediate decision-making and enhancing the overall service experience.

Conclusion

The survey by Mapion Biz sheds light on the evolving landscape of consumer behavior, emphasizing the increasing relevance of online research in the shopping process. As consumers continue to demand transparency and efficiency, businesses must adapt to these trends by enhancing their digital offerings and making product availability clear and accessible. The correlation between research and subsequent purchasing actions underscores the importance of these insights in shaping future marketing strategies.