Analysis of the consumption action behavior that considered a season

Abstract

In 2015, Internet use rate in Japan exceeded 82%, smartphone penetration rate exceeded 64%. And, utilization of online shopping was the third in the Japanese ICT services usage. In all ages, its utilization rate exceeded 68%. In the 2011 data that smartphones like iPhone and Android mobile phones began to spread, the use of net shopping was also the third most common. However, attention to utilization ratio, it is 64% in the 20s to 40s, slightly lower than in 2015. In the 50s, it is 51.5%, more than 10% lower. In the 60s and over, it is 36.7%, which is about half as low as 2015. Internet and smartphones popularized, and online shopping became familiar. Net business has become a big market in Japan. To the extent it can not be ignored. This report used purchase data of the Internet shopping site. From the basic statistics we found the following. Users are 65.9% for females and 34.1% for men. There are so many women to use. About the user’s age, the over 40’s (21.9%) is the most. Next was the result of early 30s (20.2%) and late 20s (19.2%). The population of Japan in 2015 is 59.00% in the over 40s. On the other hand, 5.99% in the early 30s and 5.40% in the latter half of the 20s. It is thought that users increase if the population number is large. Therefore, the main target is not over 40’s, it is considered to be in the early 30’s and the latter half of 20’s. About the time when it is selling. The month with the highest sales is January which accounts for 13.4% of the total. The month with second sales is 11.1% in February, the third is 9.2% in December. Conversely, the month with the lowest sales is May and September, 5.8% of the total. The second is 6.2%, which is April. From this fact, it would be considered sell well are those in the winter season. About customer information. By prefecture, the largest number of Tokyo is 17.5%. It is about 50% of the total in the top six prefectures including that Tokyo. (Kanagawa prefecture 8.4%, Osaka prefecture 7.9%, Saitama prefecture 5.5%, Aichi prefecture 5.5%, Chiba prefecture 4.9%). This is the same ranking as the population ranking by prefecture in Japan. The largest number of registrants to the population is Tokyo. Besides, Kanagawa, Osaka and Kyoto prefectures were more than other prefectures. These four prefectures are the center of the west and east city. The method used covariance analysis and factor analysis. We modeled it about seasonal consumption behavior. The axis of analysis is “When do people buy things?”