• Majority of Mothers Use Online Shopping Websites More Than or About the Same Frequency as Real Shops

When asked about the frequency of using online shopping websites for buying things for the babies to 564 mothers who use online shopping websites and have 0 to 2 year-old firstborn child, the largest number of response was that they use real shops more than online shopping websites, occupying 39.0%. However, 33.7% were found to use online shopping websites more than real shops for purchase for the babies and 24.1% use both about the same frequency.  Therefore, it became clear that the majority of mothers use online shopping when they purchase for the babies. 

• Rate of Using Online Shopping for Buying Baby Goods and/or Baby Wear Exceed 30%

When looking at the use rate of online shopping by item, baby wear occupies 36.2%, baby goods (baby bottles, tableware, baby lotion/soaps and other skincare goods, etc.) accounted for 34.1%, while baby beds accounted for 22.7%, and buggies or strollers 17.9%. It shows how mothers want to look at the real products when it comes to buying baby beds and strollers. 

• Large EC Retailers Occupied Top 3 Online Shopping Websites Used by Mothers

45.5% of mothers use “Rakuten” followed by “Amazon.co.jp” and “Belle Maison”, 26.3% and 26.0% of mothers, respectively. It shows that large EC retailers occupied the top 3 most-used websites by mothers.

• Figure 1: Whether or Not Using Online Shopping Websites for Purchase for the Babies

• Figure 2: Frequency of Using Online Shoppingl