Consumer Purchase Intentions Driven by Online Media Engagement in 2025: Insights from VOSTOK NINE’s Study
In a recent study conducted by VOSTOK NINE, a media planning firm based in Shibuya, Tokyo, the impact of online media on consumer purchase intentions was thoroughly examined. The study, targeting a national sample of 4,000 individuals with a valid response count of 3,518, sheds light on how engagement with online media influences buying decisions. Notably, this research follows a similar survey conducted in 2024, marking the second installment of this investigation into the evolving landscape of digital media's influence on consumer behavior.
VOSTOK NINE specializes in media planning, providing comprehensive advertising solutions to agencies across Japan. The firm regularly conducts assessments on the trustworthiness of approximately 50 online media outlets and investigates how interactions with these platforms can drive consumer intention to purchase or utilize products and services.
With digital media now an integral part of consumers' daily lives, the effects on their decision-making processes are profound. The complexity of consumer interactions with various media channels is growing, and the emotions involved during such engagements are diverse. Thus, the assertion that simply advertising on influential media will lead to increased sales is an oversimplification. Understanding the nuances captured in this research offers valuable direction for agencies when selecting effective advertising avenues.
The 2025 survey revealed that the overall percentage of consumers indicating an increase in purchase intention through digital media has risen across all age demographics. Among notable findings:
The results outlined various detailed sections which compared consumer purchase intention from 2024 to 2025 across different platforms:
1. Overall User Intent: The study summarized how both genders exhibited a similar trend where more than 40% of respondents indicated an increased desire to purchase through media exposure, reflecting a 10% rise compared to the previous year.
2. Category Perspectives: Specific categories showcased contrasting influences on consumer behavior. While 'Video' and 'SNS' users reported higher purchase intentions, categories like 'Sports' and 'Cultural/Lifestyle' displayed limited effectiveness in driving sales.
3. Media Comparisons: Among video platforms, YouTube maintained the highest level of purchase intention at 77.0%, followed by TVer and Netflix. SNS platforms such as Instagram, X (formerly Twitter), and TikTok also exhibited robust purchasing inclination among their user bases.
4. Generational Analysis: Younger generations, particularly those in their 20s, displayed a strong affinity towards SNS and social gaming platforms, while older demographics showed increased engagement with news and music/audio sites.
The latest survey insights from VOSTOK NINE reveal a significant trend: digital media's influence on consumer purchase intentions has intensified since last year's analysis. This trend is especially pronounced in the 30s and 40s age brackets, alongside a rising impact on senior consumers. As advertising planning evolves, agencies must consider not just the reach of media but also how effectively they can engage consumer emotions and motivations through their advertising strategies.
As VOSTOK NINE continues to advocate for sophisticated media planning that accounts for nuanced consumer insights, it encourages agencies to leverage this data as an essential perspective in crafting effective advertising campaigns. For more detailed findings, refer to the full report available on their note page here. For inquiries, please contact VOSTOK NINE at hello@vostoknine.jp.
Background of the Study
VOSTOK NINE specializes in media planning, providing comprehensive advertising solutions to agencies across Japan. The firm regularly conducts assessments on the trustworthiness of approximately 50 online media outlets and investigates how interactions with these platforms can drive consumer intention to purchase or utilize products and services.
With digital media now an integral part of consumers' daily lives, the effects on their decision-making processes are profound. The complexity of consumer interactions with various media channels is growing, and the emotions involved during such engagements are diverse. Thus, the assertion that simply advertising on influential media will lead to increased sales is an oversimplification. Understanding the nuances captured in this research offers valuable direction for agencies when selecting effective advertising avenues.
Key Findings from the 2025 Survey
The 2025 survey revealed that the overall percentage of consumers indicating an increase in purchase intention through digital media has risen across all age demographics. Among notable findings:
- - Significant Growth: The 30s and 40s age groups displayed a remarkable increase in purchase intention, with a surge in the number of consumers expressing a desire to buy following media engagement.
- - Senior Insights: An increase in the intention to purchase has also been observed within senior demographics, highlighting digital media's broadening impact across age groups.
- - Dominance of Categories: Particularly strong increases in purchase inclination were noted within the 'Video', 'SNS', 'News', and 'Music/Audio' categories. Survey results indicated that over 40% of users from new additions like 'Manga Apps' and 'Social Games' expressed that they had been prompted to purchase products following engagement.
Detailed Breakdown by Media and Demographics
The results outlined various detailed sections which compared consumer purchase intention from 2024 to 2025 across different platforms:
1. Overall User Intent: The study summarized how both genders exhibited a similar trend where more than 40% of respondents indicated an increased desire to purchase through media exposure, reflecting a 10% rise compared to the previous year.
2. Category Perspectives: Specific categories showcased contrasting influences on consumer behavior. While 'Video' and 'SNS' users reported higher purchase intentions, categories like 'Sports' and 'Cultural/Lifestyle' displayed limited effectiveness in driving sales.
3. Media Comparisons: Among video platforms, YouTube maintained the highest level of purchase intention at 77.0%, followed by TVer and Netflix. SNS platforms such as Instagram, X (formerly Twitter), and TikTok also exhibited robust purchasing inclination among their user bases.
4. Generational Analysis: Younger generations, particularly those in their 20s, displayed a strong affinity towards SNS and social gaming platforms, while older demographics showed increased engagement with news and music/audio sites.
Conclusion and Strategic Implications
The latest survey insights from VOSTOK NINE reveal a significant trend: digital media's influence on consumer purchase intentions has intensified since last year's analysis. This trend is especially pronounced in the 30s and 40s age brackets, alongside a rising impact on senior consumers. As advertising planning evolves, agencies must consider not just the reach of media but also how effectively they can engage consumer emotions and motivations through their advertising strategies.
As VOSTOK NINE continues to advocate for sophisticated media planning that accounts for nuanced consumer insights, it encourages agencies to leverage this data as an essential perspective in crafting effective advertising campaigns. For more detailed findings, refer to the full report available on their note page here. For inquiries, please contact VOSTOK NINE at hello@vostoknine.jp.
Topics Consumer Products & Retail）
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