Otaku Market in Japan: Key Research Findings 2011
Increase of "light” Otaku population has led to market expansion
Research Outline
Yano Research Institute has conducted a study on the domestic Otaku market with the following conditions:
1. Research period: From July to September, 2011
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
3. Research methodologies: Face-to-face interviews by the specialized researchers, survey via telephone/FAX and literature research
What is Otaku market?
Cool Japan/Otaku market in this research indicates the contents which have a given number of maniac fans. Many of those contents are sold and handled at Akihabara, a town regarded as Otaku’s sanctuary. Note that the targets of this research slightly differ from those in 2010 and the market figures in the past have been reviewed. Therefore, some figures cannot be compared to those in the past.
Summary of Research Findings
n 2,581 (25.5%) out of 10,102 of valid responses said “Yes” to the questionnaire asking, “Do you consider yourself as ‘Otaku’? Or have you ever experienced someone calling you as ‘Otaku?’”
n Markets that especially expanded in FY2010:
Online games market: Increased by 40.5% year-on-year to reach 299.4 billion yen, due to rapid growth in number of users/contents of the social games, and smart-phones.
Dating simulations market:Increased by 30.2% year-on-year to mark 11.2 billion yen, due to increase of game contents aiming for young girls using mobile phones, which gained women users who are not necessarily Otaku.
Electronic comics market: Increased by 28.0 % from the previous year to reach 54.0 billion yen, due to increase of the contents, diffusion of tablet PCs/smart phones, and lower price than paper comics.
Services relating to maids and costume plays: Increased by 10.7 % year-on-year to record 9.3 billion yen, due to aiming for wider target to gain general consumers rather than just Otaku. Also the popularity of long-established shops have expanded the market.
Market size of OTaku market by category from FY2010 to FY2011
Published Report
Report Title: Cool Japan Market / Japan’s Otaku market 2011
*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.