RESEARCH SUMMARY -Latest Outcome of Our Research-

10/15/12

Otaku Market in Japan: Key Research Findings 2012

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Research Outline

Yano Research Institute has conducted a study on domestic Otaku market with the following conditions:
1.   Research period: From July to September, 2012
2.   Research targets: Companies and organizations that handle anime or cartoon films (including electronic comics), light novels, coterie magazines, plastic models, figures, dolls, model railroads, popular idols, professional wrestling, costume-play clothing, services relating to maids and costume plays, online gaming, dating simulations, erotic gaming or adults gaming, AV (Adults video or Pornographic films/DVDs), boys love, Vocaloid and related products, and voice acting products.
3.   Research methodologies: Face-to-face interviews by the specialized researchers, survey via telephone/FAX
What is Otaku market?
Otaku market in this research indicates the contents, product sales and services which have a certain number of maniac fans. Many of those contents are sold and handled at Akihabara, a town regarded as Otaku’s sanctuary. 

Summary of Research Findings

n       Otaku Market for FY2011 Remained Strong, Supported Not Only by Core Fans but Also by General People
Strength of Otaku market in FY2011 continued from the previous fiscal year, because reasonable products and services gained acceptance not only from robust core fans but also from entry users, “light” users and even general people who are non-Otaku.
n       Dating Simulations and Online Gaming Rose by 30% on Y-o-Y Basis in FY2011
Dating simulations market has increased by 30.4% year-on-year to mark 14.6 billion yen, and online games market also increased by 29.2% year-on-year to reach 386.8 billion yen. Markets of Vocaloid, popular idols, and services relating to maids and costume plays attained 10% growth from the previous fiscal year, and markets of voice acting, figures, light novels, electronic comics, costume-play clothing, dolls, model railroads and plastic models remained sound.
n       Business Develops as Companies Deliver Information and Collects User Reaction Simultaneously
Notable point is that the distance between the businesses or providers of products, services and contents, and the users has become closer and closer due to the use of SNS and video hosting services. There are increasing numbers of businesses that issue information and collect reactions from the users at the same time.
n       Table 1: Estimated Market Size of Otaku Market and FY2011 Market Overview
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n       Table 2: Definition of Categories within Otaku Market
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Published Report

Report Title: Cool Japan Market / Japan’s Otaku market 2012

*The information provided in the "Research Summary" is what is as of the date of announcement and could be altered or renewed without any prior notice.

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