The 43rd Tokyo Motor Show 2013 Visitor Survey Results
| General Public Days | Foreign Visitors | Preview Night |
General Public Days
1. Summary
- 1) Visitor attributes
- For visitor composition by age groups, the lower age group (ages 15 to 29) was 20.0%, which was 3.8 points below the previous show. As a result, the average age of the visitors was 40.6 years old, which was up by 0.8 years from the previous show.
- 2) Actual conditions of the visitors
- Regarding “how visitors became aware of the show,” those who responded that they learned of it through the “official website” was 31.3%, up by 7.3 points from the previous show and ranking at the top for the first time since the surveys started. Those who learned of the show through “articles in newspapers or magazines” was 24.9%, which was a significant reduction from the previous 30.5% (down by 5.6 points).
- 3) Level of achieving the purpose of the visit, and reasons for non-achievement
- There were no changes from the previous show in how the main purposes of visit are ranked as shown in item “3) purpose of visit” below.
- The ratio of persons answering that they have achieved the purpose of their visit (greatly achieved + somewhat achieved) was 87.3%, which was an increase of 1.0 point from the previous show (2011). Meanwhile, the percentage of those who answered that they did not achieve their purpose (greatly unachieved + somewhat unachieved) was 5.1%, which was an improvement by 0.6 points from the previous show (5.7%).
- For persons who were unable to achieve the purpose of their visit, the biggest reason was the same for the previous show and this show, which was “it was crowded so that I could not see things sufficiently” (52.3% & 56.3% respectively). What displayed the greatest difference in percentage compared to the previous show was the claim that “there were not enough automobiles, parts, etc. that I wanted to see,” which was 15.9% for this year compared to the 29.2% of the previous show, thus succeeding in reducing the number of respondents making this claim by 13.3 points.
- 4) Intention to visit the next show
- Regarding the intention to visit the next show, we received positive responses (“wish to visit very much” and “wish to visit somewhat”) from 86.7% of the respondents, which was up by 3.9 points from the previous show. In particular, the percentage of those who responded that they “wish to visit very much” was up from the 43.0% of the previous show to 51.4%, acquiring 8.4 points higher positive opinions than before. Furthermore, the percentage of those who gave negative responses (“rather do not wish to visit” + “do not want to visit at all”) was reduced by 1.9 points to 3.1% from the previous 5.0%.
2. Survey Outline
| Target | Men and women ages 15 to 69 from the general public. Excluding exhibitors and organizers. |
|---|---|
| Method | By interviewing targets who finished viewing the show, with the interviewers listening and inputting the responses. |
| Period | General Public Days from November 23 (Saturday) to December 1 (Sunday) (total of 9 days) |
| Sampling method | Stratified sampling based on the observation data of the visitors |
| Sample numbers | 860 samples |
3. Survey Results
1) Visitor Attributes
(1) Gender
[Unit: %]
| 43rd show | 42nd Show | |
| Male | 79.2 | 78.2 |
| Female | 20.8 | 21.8 |
(2) Age
[Unit: %]
| 43rd show | 42nd Show | |
| Lower ages (ages 15-29) | 20.0 | 23.8 |
| Middle ages (ages 30-49) | 58.0 | 54.6 |
| Upper ages (ages 50-69) | 22.0 | 21.6 |
| Average age | 40.6 yrs old | 39.8 yrs old |
2) Actual conditions of the visitors
(1) Frequency of visits
[Unit: %]
| 43rd show | 42nd Show | |
| First time | 27.8 | 27.5 |
| 2-3 times | 23.1 | 26.1 |
| 4-5 times | 22.3 | 19.3 |
| 6-10 times | 15.3 | 16.0 |
| 11-15 times | 5.3 | 5.6 |
| 16-20 times | 2.9 | 3.4 |
| 21 or more times | 3.1 | 2.0 |
| Average frequency of visits | 5.14 | 4.98 |
(2) Accompanying persons and number of visitors
[Unit: %]
| 43rd Show | 42nd Show | |
| Friends | 14.9 | 15.2 |
| Couples | 5.2 | 7.3 |
| Family | 25.0 | 27.3 |
| Relatives | 1.2 | 0.5 |
| Work or company associates | 8.6 | 6.8 |
| Group | 2.8 | 3.5 |
| Alone | 43.1 | 40.0 |
| Other | - | 0.1 |
| 43rd Show | 42nd Show | |
| 1 person | 43.1 | 40.0 |
| 2 persons | 36.2 | 40.4 |
| 3-5 persons | 14.8 | 13.5 |
| 6-9 persons | 2.0 | 1.8 |
| 10-19 persons | 1.3 | 1.1 |
| 20 or more persons | 2.7 | 3.2 |
| Average number of persons for groups of 19 persons or less | 2.1 | 2.1 |
| Average number of persons for groups of 20 persons or more | 124.4 | 87.5 |
| Average number of persons in a group overall | 5.4 | 4.9 |
(3) How visitors became aware of the show (top 10)
[Unit: %]
| 43rd Show | 42nd Show | |
| Tokyo Motor Show official website | 31.3 | 24.0 |
| TV programs | 29.9 | 33.8 |
| Articles in newspapers or magazines | 24.9 | 30.5 |
| Information from company or work related | 19.5 | 19.0 |
| Information from friends or acquaintances | 17.4 | 16.4 |
| News programs on TV or radio | 13.4 | 13.4 |
| Other internet sites | 10.2 | 12.1 |
| Posters, pamphlets, etc. | 8.3 | 8.0 |
| Transportation ads | 6.6 | 8.0 |
| Information from automobile dealers and sales staff | 6.5 | 6.1 |
(4) Final mode of transportation to visit the show
[Unit: %]
| 43rd Show | 42nd Show | |
| Rinkai Line | 36.9 | 31.7 |
| Yurikamome | 29.7 | 29.9 |
| Train total | 66.5 | 61.7 |
| Complimentary shuttle bus | 8.6 | 5.1 |
| Bus | 4.0 | 3.2 |
| Water-bus | 0.1 | 0.5 |
| Private car | 15.0 | 23.8 |
| Motorcycle | 2.0 | 1.0 |
| Bicycle | 0.9 | 0.8 |
| On foot | 0.1 | 0.6 |
| Other | 2.8 | 3.2 |
(5) Time of entry
[Unit: %]
| 43rd Show | 42nd Show | |
| 10:00 - 10:59 | 37.6 | 36.6 |
| 11:00 - 11:59 | 20.7 | 21.0 |
| Total entries during the morning hours | 58.3 | 57.6 |
| 12:00 - 12:59 | 11.4 | 12.0 |
| 13:00 - 13:59 | 7.3 | 10.3 |
| 14:00 - 14:59 | 8.7 | 7.8 |
| 15:00 - 15:59 | 6.2 | 6.8 |
| 16:00 - 16:59 | 4.0 | 3.6 |
| 17:00 - 17:59 | 2.1 | 1.0 |
| Total entries between 15:00 to 17:59 | 12.2 | 11.4 |
| 18:00 or later | 2.1 | 1.0 |
| Average time of entry | 12:00 | 11:55 |
(6) Duration of visit
[Unit: %]
| 43rd Show | 42nd Show | |
| Less than 2 hours | 14.3 | 16.4 |
| 2 hours - less than 3 hours | 27.8 | 28.3 |
| 3 hours - less than 4 hours | 20.0 | 21.0 |
| 4 hours - less than 5 hours | 13.3 | 12.3 |
| 5 hours - less than 6 hours | 11.3 | 11.7 |
| 6 hours - less than 7 hours | 5.6 | 5.4 |
| 7 hours or more | 7.8 | 4.9 |
| Average duration of visit | 3hrs.49min. | 3hrs.37min. |
3) Purpose of visit
[Unit: %]
| 43rd Show | 42nd Show | |
| There is an automobile I wanted to see | 73.1 | 73.1 |
| I wanted to learn about the latest technologies | 40.7 | 46.0 |
| I wanted to enjoy the show | 33.5 | 33.4 |
| I wanted to gain knowledge or information for work or study | 24.2 | 25.1 |
| I wanted to learn about parts, machinery and tools | 14.3 | 16.9 |
| I wanted to see the special events | 6.2 | 9.3 |
| Other | 5.2 | 5.6 |
4) Level of achieving the purpose of visit
[Unit: %]
| 43rd Show | 42nd Show | |||
| Greatly achieved (+2) | 26.2 | 87.3 | 22.4 | 86.3 |
| Somewhat achieved (+1) | 61.2 | 64.0 | ||
| Neither (0) | 7.6 | 7.9 | ||
| Somewhat unachieved (-1) | 4.7 | 5.1 | 5.1 | 5.7 |
| Greatly unachieved (-2) | 0.5 | 0.6 | ||
| Score (weighted average value of above given points) | 1.08 | 1.02 | ||
5) Reasons for not achieving the purpose of visit
[Unit: %]
| 43rd Show | 42nd Show | |
| It was crowded so that I could not see things sufficiently | 52.3 | 56.3 |
| I did not get the explanations and information that I expected | 20.5 | 20.8 |
| There were not enough automobiles, parts, etc. that I wanted to see | 15.9 | 29.2 |
| The exhibits were lacking in creativity | 9.1 | 10.4 |
| Because I could not sit or touch the exhibited vehicles | 4.5 | 4.2 |
| Other | 20.5 | 14.6 |
6) Referential intention to purchase a new automobile
[Unit: %]
| 43rd Show | 42nd Show | |||
| Very high(+2) | 28.6 | 66.9 | 28.4 | 64.9 |
| Somewhat high(+1) | 38.3 | 36.6 | ||
| Neither(0) | 15.1 | 12.3 | ||
| Unlikely(-1) | 8.1 | 18.0 | 7.9 | 22.8 |
| None(-2) | 9.9 | 14.9 | ||
| Score (weighted average value of above given points) | 0.68 | 0.56 | ||
7) Level of awareness/participation in special events & initiatives, and evaluation from participants
[Unit: %]
| I participated | I knew about it but did not participate | I did not know / I did not participate | |
| Passenger Car Test Ride Program by Professionals' Driving | 1.9 | 42.9 | 55.2 |
| Motorcycle Test Ride Program | 0.9 | 39.3 | 59.8 |
| Tokyo Motor Show Symposium 2013 | 2.9 | 32.0 | 65.1 |
| Tour of the Tokyo Motor Show Guided by Automotive Journalists | 0.7 | 29.0 | 70.3 |
| Stage Events at the Atrium | 13.8 | 28.5 | 57.7 |
| Exhibits at SMART MOBILITY CITY 2013 | 26.6 | 26.5 | 46.9 |
| Test Rides at SMART MOBILITY CITY 2013 | 2.8 | 42.7 | 54.5 |
| Very good (+2) |
Good (+1) |
Neither (0) |
Poor (-1) |
Very poor (-2) |
Score | |
| Passenger Car Test Ride Program by Professionals' Driving | 62.5 | 25.0 | 6.3 | 6.3 | 0.0 | 1.44 |
| Motorcycle Test Ride Program | 37.5 | 50.0 | 12.5 | 0.0 | 0.0 | 1.25 |
| Tokyo Motor Show Symposium 2013 | 16.0 | 48.0 | 36.0 | 0.0 | 0.0 | 0.80 |
| Tour of the Tokyo Motor Show Guided by Automotive Journalists | 83.3 | 16.7 | 0.0 | 0.0 | 0.0 | 1.83 |
| Stage Events at the Atrium | 29.4 | 54.6 | 14.3 | 1.7 | 0.0 | 1.12 |
| Exhibits at SMART MOBILITY CITY 2013 | 30.6 | 47.2 | 19.7 | 2.6 | 0.0 | 1.06 |
| Test Rides at SMART MOBILITY CITY 2013 | 45.8 | 37.5 | 12.5 | 4.2 | 0.0 | 1.25 |
8) Intention to visit the next show
[Unit: %]
| 43rd Show | 42nd Show | |||
| Wish to visit very much(+2) | 51.4 | 86.7 | 43.0 | 82.8 |
| Wish to visit somewhat(+1) | 35.3 | 39.8 | ||
| Neither(0) | 10.1 | 12.2 | ||
| Rather do not wish to visit(-1) | 2.2 | 3.1 | 4.3 | 5.0 |
| Do not wish to visit at all(-2) | 0.9 | 0.7 | ||
| Score (weighted average value of above given points) | 1.34 | 1.20 | ||
<*Ratio of males and females>
[Unit: %]
| Year | Show | Format | Percentage of males | Percentage of females |
|---|---|---|---|---|
| 2013 | 43rd | Comprehensive show | 79.2 | 20.8 |
| 2011 | 42nd | Comprehensive show | 78.2 | 21.8 |
| 2009 | 41st | Comprehensive show | 80.0 | 20.0 |
| 2007 | 40th | Comprehensive show | 80.5 | 19.5 |
| 2005 | 39th | Passenger Cars & Motorcycles | 78.3 | 21.7 |
| 2004 | 38th | Commercial Vehicles | 74.8 | 25.2 |
| 2003 | 37th | Passenger Cars & Motorcycles | 77.8 | 22.2 |
| 2002 | 36th | Commercial Vehicles | 82.8 | 17.2 |
| 2001 | 35th | Passenger Cars & Motorcycles | 77.7 | 22.3 |
| 2000 | 34th | Commercial Vehicles | 82.8 | 17.2 |
| 1999 | 33rd | Passenger Cars & Motorcycles | 77.7 | 22.3 |
Foreign Visitors
1. Summary
- The percentage of foreign visitors was 4.5%, an increase of 2.0 points from the previous show and a record high since the survey was first started in 2005 (39th show).
- The number of countries/regions of where the visitors came from was 58 countries/regions, which was a significant increase compared to the previous show (39 countries/regions) and the show before that (46 countries/regions).
- A question on the level of satisfaction was newly added from this survey. The percentage of respondents answering that they are “very satisfied” and “somewhat satisfied” totaled 76.1%. In contrast, the percentage of those who answered that they were “somewhat unsatisfied” and “very unsatisfied” totaled 2.0%, showing that the level of satisfaction for this show was very high.
- The top reasons for being satisfied, in the order of rank, were passenger cars, motorcycles, commercial vehicles, and the opportunity to come in contact with exhibited vehicles.
2. Survey Outline
| Target | Men and women from the general public, excluding exhibitors and organizers. |
|---|---|
| Method | By interviewing visitors after they have passed the exit gate, with the interviewers listening and inputting the responses. |
| Period | General Public Days of November 26 (Tuesday) and November 30 (Saturday) (total of 2 days) |
| Sampling method | Random sampling of visitors who passed through the exit gate |
| Sample numbers | 7,941 samples |
3. Survey Results
Ratio of foreign visitors
(1) Gender
[Unit: %]
| 43rd Show | 42nd Show | |
| Male | 83.3 | 81.6 |
| Female | 16.7 | 18.4 |
(2) Ratio of foreign visitors
[Unit: %]
| 43rd Show | 42nd Show | |
| Japanese | 94.3 | 96.4 |
| Foreigner | 4.5 | 2.5 |
| Unidentifiable | 1.1 | 1.1 |
(3) Residence of foreign visitors
[Unit: %]
| 43rd show | 42nd Show | |
| Living in Japan | 44.4 | 57.5 |
| Living overseas | 44.8 | 42.5 |
| Not known | 10.8 | - |
(4) Ratio of visitors by area
[Unit: %]
| 43rd show | 42nd Show | |
| Asia | 48.0 | 54.4 |
| North & Central America and the Caribbean | 15.7 | 15.6 |
| South America | 8.5 | 4.4 |
| Europe | 16.3 | 16.9 |
| Oceania | 7.5 | 4.4 |
| Northern Eurasia | 2.0 | 2.5 |
| Africa | 2.0 | 1.9 |
| No. of countries/regions | 58 | 39 |
(5) Ratio of visitors by country/region (top 15 countries/regions)
[Unit: %]
| 43rd show | 42nd Show | |
| (1) United States of America | 13.1 | 9.4 (3) |
| (2) India | 10.1 | 13.8 (1) |
| (3) Indonesia | 9.2 | 5.0 (5) |
| (4) Australia | 6.2 | 4.4 (6) |
| (5) Brazil | 5.9 | 3.1 (8) |
| (6) Germany | 5.2 | 3.8 (7) |
| (7) Malaysia | 4.6 | 1.9 (15) |
| (8) Philippines | 4.2 | 3.1 (8) |
| (9) Republic of Korea | 3.9 | 6.9 (4) |
| (10) Taiwan | 3.6 | - |
| (11) China | 3.3 | 13.8 (1) |
| (11) Thailand | 3.3 | 3.1 (8) |
| (13) United Kingdom of Great Britain and Northern Ireland | 2.3 | 2.5 (12) |
| (14) Canada | 1.6 | 3.1 (8) |
| (14) Russian Federation | 1.6 | 0.6 (22) |
Rank shown in ().
(6) Level of visitor satisfaction
[Unit: %]
| Very satisfied (+2) | 54.2 | 76.1 |
|---|---|---|
| Somewhat satisfied (+1) | 21.9 | |
| Neither satisfied nor dissatisfied (0) | 4.6 | |
| Not very satisfied (-1) | 1.0 | 2.0 |
| Not satisfied at all (-2) | 1.0 | |
| No answer | 17.3 | |
| Score (weighted average value excluding no answers) | 1.54 | |
Preview Night
1. Summary
- 1) Visitor attributes
- In the male-to-female ratio, the ratio of males on Preview Night was 4.8 points higher compared to the General Public Days.
- 2) Level of achieving the purpose of the visit, and the reasons for non-achievement
- The percentage of persons who answered that they have achieved the purpose of their visit (greatly achieved + somewhat achieved) rated highly at 84.0%.
- For persons who were unable to achieve the purpose of their visit, the biggest reason was because “there was not enough time to see things sufficiently.” This result stood in contrast to the biggest reason for visitors on General Public Days (“it was crowded so that I could not see things sufficiently”).
- The main reason for visiting on Preview Night was because “I thought it would be less crowded than the General Public Days” and because “I wanted to take my time in seeing the show.”
- 3) Evaluation of the ticket price
- When we asked respondents for a comparative evaluation of the overall impression of the Preview Night against its ticket price (3,000 yen), 68.3% responded positively (“more value than the ticket price” and “matches the value of the ticket price”).
-
4) Intention to visit the next Preview Night
- Under the assumption that Preview Night will be offered again at the next Tokyo Motor Show under the same conditions, the intention to visit again was 74.0%, which amounts to three-fourths of all the visitors to Preview Night. Among them, about half responded that they would “wish to visit very much,” showing that Preview Night received highly positive reviews.
2. Survey Outline
| Target | Men and women ages 15 to 69 from the general public who visited Preview Night. Excluding exhibitors and organizers. |
|---|---|
| Method | Self-answered survey administered after the respondents finished viewing the show. |
| Period | November 22 (Friday) 17:30 – 20:00 |
| Sample numbers | 312 samples |
3. Survey Results
1) Visitor attributes
(1) Gender
[Unit: %]
| Preview Night | General Public Days | |
| Male | 84.0 | 79.2 |
| Female | 16.0 | 20.8 |
(2) Age
[Unit: %]
| Preview Night | General Public Days | |
| Lower ages (ages 15-29) | 20.2 | 20.0 |
| Middle ages (ages 30-49) | 56.7 | 58.0 |
| Upper ages (ages 50-69) | 23.1 | 22.0 |
| Average age | 40.8 yrs old | 40.6 yrs old |
2) Actual conditions of the visitors
(1) Frequency of visits
[Unit: %]
| Preview Night | General Public Days | |
| First time | 28.2 | 27.8 |
| 2-3 times | 26.6 | 23.1 |
| 4-5 times | 17.9 | 22.3 |
| 6-10 times | 14.4 | 15.3 |
| 11-15 times | 6.1 | 5.3 |
| 16-20 times | 2.9 | 2.9 |
| 21 or more times | 3.8 | 3.1 |
| Average frequency of visits | 5.28 | 5.14 |
(2) Accompanying persons and number of visitors
[Unit: %]
| Preview Night | General Public Days | |
| Friends | 16.7 | 14.9 |
| Couples | 2.9 | 5.2 |
| Family | 21.8 | 25.0 |
| Relatives | - | 1.2 |
| Work or company associates | 8.3 | 8.6 |
| Group | - | 2.8 |
| Alone | 51.0 | 43.1 |
| Preview Night | General Public Days | |
| 1 person | 51.0 | 43.1 |
| 2 persons | 37.8 | 36.2 |
| 3-5 persons | 6.7 | 14.8 |
| 6-9 persons | 1.9 | 2.0 |
| 10-19 persons | - | 1.3 |
| 20 or more persons | - | 2.7 |
| Average number of persons for groups of 19 persons or less | 1.7 | 2.1 |
| Average number of persons for groups of 20 persons or more | - | 124.4 |
| Average number of persons in a group overall | 1.7 | 5.4 |
(3) Duration of visit
[Unit: %]
| Average duration of visit for Preview Night | 1 hour 46 minutes |
|---|---|
| Average duration of visit for General Public Days | 3 hours 49 minutes |
3) Purpose of visit
[Unit: %]
| Preview Night | General Public Days | |
| There is an automobile I wanted to see | 98.1 | 73.1 |
| I wanted to learn about the latest technologies | 78.2 | 40.7 |
| I wanted to enjoy the show | 34.0 | 33.5 |
| I wanted to gain knowledge or information for work or study | 11.9 | 24.2 |
| I wanted to see the special events | 8.0 | 6.2 |
| I wanted to learn about parts, machinery and tools | 5.1 | 14.3 |
| Other | 1.0 | 5.2 |
4) Level of achieving the purpose of visit
[Unit: %]
| Preview Night | General Public Days | |||
| Greatly achieved (+2) | 26.9 | 84.0 | 26.2 | 87.3 |
| Somewhat achieved (+1) | 57.1 | 61.2 | ||
| Neither (0) | 7.7 | 7.6 | ||
| Somewhat unachieved (-1) | 8.0 | 8.3 | 4.7 | 5.1 |
| Greatly unachieved (-2) | 0.3 | 0.5 | ||
| Score (weighted average value of above given points) | 1.02 | 1.08 | ||
5) Reasons for not achieving the purpose of visit
[Unit: %]
| Preview Night | General Public Days | |
| There was not enough time to see things sufficiently | 65.4 | - |
| It was crowded so that I could not see things sufficiently | - | 52.3 |
| There were not enough automobiles, parts, etc. that I wanted to see | 19.2 | 15.9 |
| I did not get the explanations and information that I expected | 11.5 | 20.5 |
| The exhibits were lacking in creativity | 11.5 | 9.1 |
| Because I could not sit or touch the exhibited vehicles | 3.8 | 4.5 |
| Other | 15.4 | 20.5 |
6) Reasons for attending Preview Night (top 11 reasons)
[Unit: %]
| I thought it would be less crowded than the General Public Days | 42.9 |
|---|---|
| I wanted to take my time in seeing the show | 21.5 |
| I wanted to see the show before the General Public Days | 7.7 |
| This was the only day I had available in my schedule | 7.7 |
| Because it is limited to 10,000 visitors | 4.2 |
| Because I had some time after work | 3.2 |
| For reasons of work | 1.9 |
| Because it was my day off | 1.6 |
| Since I happened to be in the area on a business trip | 1.6 |
| I wanted advanced information for when I come back to visit the show again | 1.3 |
| My family asked me to go | 1.3 |
7) Evaluation of the ticket price
[Unit: %]
| More value than the ticket price | 6.4 |
|---|---|
| Matches the value of the ticket price | 61.9 |
| Does not have the value of the ticket price | 31.7 |
8) Intention to visit the next Preview Night
[Unit: %]
| Wish to visit very much(+2) | 37.5 | 74.0 |
|---|---|---|
| Wish to visit somewhat(+1) | 36.5 | |
| Neither(0) | 21.2 | |
| Rather do not wish to visit(-1) | 4.2 | 4.8 |
| Do not wish to visit at all(-2) | 0.6 | |
| Score (weighted average value of above given points) | 1.06 | |