#Japan #Tokyo #Cross Marketing #UV Protection #Umbrella Survey

Understanding Umbrella Preferences in Japan

A comprehensive survey recently conducted by Cross Marketing, a Tokyo-based firm, has shed light on the umbrella usage patterns of both men and women in Japan. The study included participants aged 20 to 69 from across the nation, aiming to understand the types of umbrellas they use, purchase locations, and their specific reasons for using sun umbrellas.

According to this survey, the most commonly used umbrella type is the 'rain umbrella (long umbrella)', which accounts for 40.8% of responses. Following closely are 'plastic umbrella (long umbrella)' and 'rain umbrella (folding umbrella)'. Interestingly, the choices varied by gender; men appear to prefer 'plastic umbrella (long umbrella)', while women often go for 'folding umbrellas that serve both rain and shine'.

Purchasing Trends

The survey also highlighted where people buy their umbrellas. Most men purchase rain umbrellas at home centers or supermarkets, while women frequently find themselves buying versatile umbrellas online. Convenience stores are the primary purchase location for plastic umbrellas, reflecting the need for quick and accessible options, especially during sudden rainfalls.

Sun Umbrella Usage Increases

The survey found that a significant 47.4% of respondents use sun umbrellas, with the month of May noted as the time when many individuals begin using them. Particularly, younger individuals show a higher tendency to use sun umbrellas, and notably, one in four men reported usage.

When asked about their primary reasons for using sun umbrellas, responses varied significantly. While 35.3% of participants cited 'heat prevention' as a motivation, a higher 64.7% specifically mentioned 'UV protection'. This indicates a palpable awareness among the populace about the dangers of ultraviolet rays, especially among women who prioritize this aspect.

Common Thoughts on Umbrellas

The survey also delved into common thoughts people have regarding umbrellas. The findings revealed responses such as the importance of drying wet umbrellas before storing them and the reluctance to use them for light rain. Furthermore, many expressed wishful thinking for sturdier umbrellas that can withstand typhoons. Women particularly noted that they often appreciate stylish umbrellas, indicating that these items are considered fashion accessories as well as practical tools.

Survey Methodology

This study was conducted using an online research method over three days, from May 9 to May 11, 2025, with a total of 1,100 valid responses gathered from across Japan’s 47 prefectures. The online tool QiQUMO, developed by Cross Marketing, facilitated the data collection. The responses, however, may not total 100% due to rounding issues.

Company Information

Cross Marketing, the organization behind this insightful survey, was established in April 2003 and is headquartered in the Tokyo Opera City Tower. With a focus on marketing research and consultancy, the firm continues to engage with evolving consumer trends.

For further details about the study, inquiries can be directed to Cross Marketing's public relations department.

The findings signify a shift in how different demographics in Japan utilize umbrellas, with particular focus on environmental factors and personal health. As umbrella usage continues to evolve, it will be interesting to see how these trends develop in the coming years.