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Understanding Rakuten Securities User Behavior

Recently, a survey titled 2026 Rakuten Securities Utilization Survey was conducted to uncover user behaviors and perceptions surrounding this popular online brokerage. With the introduction of new NISA accounts, interest in internet brokerage firms has surged, prompting companies to enhance unique services such as point rewards and banking integrations. Rakuten Securities, particularly noted for its integration with Rakuten Points and Rakuten Bank, remains a top choice among online investors.

Survey Summary

Out of 160 respondents, several key insights emerged:

• - The leading reason users continue to rely on Rakuten Securities is the ease of earning Rakuten Points (59.59%), closely followed by the effective integration with Rakuten Bank (58.22%).
• - Surprisingly, 42.5% of users indicated they do not particularly focus on accumulating points, presenting a stark contrast to the company's promotional messaging.
• - More than half of the survey respondents also utilize multiple brokerage accounts, suggesting a trend towards a diversified investing strategy.

Key Data Highlights

1. Lack of Focus on Points

An astonishing 42.5% of users reported that they neither focus on activating points nor utilize them actively. In contrast, only 7.5% expressed high satisfaction with the efficiency of point accumulation. This indicates that many users prefer leveraging the bank integration features or the low fees associated with Rakuten Securities rather than pursuing point rewards.

2. Favorable Opinions on Bank Integration

While Rakuten Points topped the reasons for continued use, the integration with Rakuten Bank received nearly equal appreciation, nearly capturing the same percentage of the vote. Despite the strong association of Rakuten Securities with points, many users rely on the effective management tools and linked accounts that come from using the bank, minimizing the incentive to switch to competitors even amidst fluctuating point reward rates.

3. Multi-Account Usage

The survey also revealed that only 36.88% of users rely exclusively on Rakuten Securities. A significant majority reported using various brokerage firms for different investment needs. This trend suggests that users are diversifying their investments across multiple platforms to maximize benefits and address specific financial goals.

Survey Overview

The survey utilized an online method through Freeasy and was aimed at current and former users of Rakuten Securities in Japan. Key questions covered included:
1. Current account utilization with Rakuten Securities
2. Reasons for ongoing use
3. Dissatisfaction or weaknesses perceived in the service
4. Opinions on point accumulation (Poi-katsu)
5. Overall satisfaction level

Gathered and analyzed by the team at CocoMoola, the results provide potent insights into user motivations, challenges, and satisfaction regarding one of Japan's leading online brokerages. For further details, the full survey results can be reviewed at CocoMoola.

Conclusion

This survey paints a complex picture of user engagement with Rakuten Securities. Despite a robust marketing campaign centered on Rakuten Points, it’s evident that many users prioritize functionality and integration with their financial services over point rewards. As trends evolve, continuously addressing user needs is crucial for service refinements in the highly competitive field of online trading.