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Approximately 55% of respondents have participated in Internet auctions.
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Online shoppers who participate in Internet auctions tend to become frequent users. Respondents who shopped on the Internet made an average of 5.9 purchases over the past year, but participants in Internet auctions made 9.5 purchases and 16.3 sales on average.
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Internet auction users purchased on average 83,000 yen (US$ 690) worth of goods during the past year, and sold items worth 102,000 yen (US$ 850) total.
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Internet auction users access auction websites for 42 minutes a day on average.
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The top three categories of items purchased via Internet auctions are fashion items, appliances/audio-visual products/cameras, and toys/games, in that order. The top three in items sold are fashion items, tickets/vouchers, and books/magazines, in that order.
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Females tend to use Internet auctions more frequently and stay on-line for a longer time than males, whereas males tend to spend or get more money in Internet auctions.
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Responses from heavy users (users who participated in Internet auctions 20 times or more in the past year) suggest that their consumption habits have changed as a result of frequent use: they report that replacement cycles for products they use have shortened, and they spend more money thanks to the supplementary income from items sold.
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About 10% of the respondents have experienced some type of problem making purchases via Internet auctions; 20% have experienced problems selling.
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The most frequently used auction sites are Yahoo! Auctions (61%), Rakuten Super Auction (18%), and BIDDERS (7%).
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For further details, click here. (in Japanese only)
A PDF file of the entire report is available here. (in Japanese only) |
