Nikkei Masters Readers Are Mature & Affluent
Nikkei Masters subscribers are also readers of the financial press and have the
knowledge and economic stability to enjoy their work and social lives. The majority
of readers are men of pre-retirement age. Most of them share the magazine with their
spouses.
1
1
Age of Readership
Age of Readership
The Average Age of Nikkei Masters Readers is 62
2
2
Pass-On Readership
Pass-On Readership
85% of Nikkei Masters Readers Pass Their Magazine On
3
3
Gender of Readership
Gender of Readership
Almost All Nikkei Masters Readers Are Male
5
5
Occup
Occup
ation
ation
85.8
spouse
62.5
child
60.3
other family member
59.1
friend or colleague
50.9
other
no answer
0.8
male
95.4
4
4
Employment S
Employment S
t
t
atus
atus
71.7% of Readers are Employed Full Time or Part Time
3.8
femaleNikkei Masters Readers Also Read the Business Press
6
6
Job T
Job T
itle
itle
no answer0.1
over 70
13.4
65-5918.0
60-6431.3
3.1
under 5011.8
50-5422.3
55-59working full-time
57.5
2.9
other25.2
retired/not working14.2
working part-time6.2
other10.4
government/education6.5
professional9.2
self-employed3.5
no answer company employee36.8
director
27.4
manager
13.0
team leader4.3
staff5.8
other8.7
no answer5.7
22.4
general manager7
7
Financial
Financial
Asset
Asset
s
s
Average Financial Assets of JPY 49 Million (USD 445,454) Tangible Assets of JPY 75.5 Million (USD 686,364)
8
8
T
T
angible
angible
Asset
Asset
s
s
Nikkei Masters Readers Are Mature & Affluent
Nikkei Masters subscribers have an average annual income of ¥12.43 Million (USD
113,000) and total average assets of ¥125 Million (USD 1.14 Million).
* using exchange rate of JPY 110/USD
9
9
Annual Income
Annual Income
Average Annual Income of JPY 12.43 Million (USD 113,000)
Average Income
Still Working
JPY 14.27M (USD 129,727)
Already Retired JPY 9.07M (USD 82,454)
10
10
Residence
Residence
91.6% of Nikkei Masters Readers Own Their Own Home
1
1
1
1
Home Security
Home Security
0.2
over ¥500 million14.0
no answer44.2
up to ¥30 million ¥300-500 million0.5
¥100-300 million
4.8
¥50-100 million17.6
¥30-50 million
18.7
11.3
¥100-300 million25.2
¥50-100 million12.4
no answer over ¥500 million1.2
¥300-500 million
1.4
up to ¥50 million48.5
1.0
over ¥50 million2.7
¥30-50 million6.0
¥20-30 million9.1
¥15-20 million10.8
¥12-15 million10.3
¥10-12 million no answer8.6
¥8 million
32.7
¥8-10 million
18.8
own apartment
13.9
rent house0.9
rent apartment3.4
company flat1.4
other0.5
no answer2.2
77.7
own house28.6
not interested51.2
dont have but want in futureno answer
2.4
already have12.3
dont have5.5
but planningNikkei Masters Readers Have a Zest for Life
Nikkei Masters readers are interested in broadening their horizons through travel,
gourmet food and second jobs. They research overseas trips on the Internet, play
golf as often as they can and lead active lifestyles, despite being seniors.
1
1
Plans for the Future
Plans for the Future
Travel is the top interest of Nikkei Masters Readers
2
2
Hobbies & Interest
Hobbies & Interest
s
s
Nikkei Masters Readers Have Numerous Interests
3
3
How Of
How Of
ten Do
ten Do
Y
Y
ou Play Golf?
ou Play Golf?
Around 40% of Readers Play Golf At Least Once A Month
Of the 52% who play golf
4
4
Golf Club Membership
Golf Club Membership
Around 30% of Readers Have Golf Club Membership
Of the 42% who have/are
interested in golf club
membership
52.4
travel freely84.6
travel within Japancurrently undertake would like to try
26.5
62.5
travel overseas30.8
60.3
computing52.4
59.1
walking/hiking21.9
50.9
art appreciation17.6
50.0
music appreciation15.9
49.1
gourmet food19.3
45.9
alcohol6.8
42.3
film appreciation14.6
38.4
photography/imaging13.4
34.9
driving/touring13.9
44.3
spend more time on hobbies15.4
extended traveloverseas/move abroad
37.2
participate in communityactivities
35.3
participate in volunteer work15.6
take up new job32.4
sports/fitness17.6
13.5
fashion6.0
3.3
no answer44.9
do not play golf51.8
play golf3.3
5+ times/month13.1
3-4 times/month22.8
twice a month16.8
once a month18.1
every 2-3 months15.3
every 6 months10.6
once a year orless
3.0
no answer54.6
have/am interested42.4
do not have/not interested78.8
currently have3.5
dont have yet but currently looking into17.7
dont have butdo want in future
Nikkei Masters Readers Have a Zest for Life
Nikkei Masters readers are active users of PCs and the Internet.
5
5
Do
Do
Y
Y
ou Have
ou Have
A
A
PC
PC
At Home?
At Home?
90% of Nikkei Masters Readers Have A Home PC
7
7
Do
Do
Y
Y
ou Use The Internet?
ou Use The Internet?
Nikkei Masters Readers Have Numerous Interests
6
6
How Of
How Of
ten Do
ten Do
Y
Y
ou Use
ou Use
Y
Y
our PC?
our PC?
60% of Nikkei Masters Readers Use Their PC Every Day
9
9
How Do
How Do
Y
Y
ou Use
ou Use
Y
Y
our PC?
our PC?
Readers Use PCs for Hobbies, Shopping & Work
89.0
yes8.9
no no answer2.1
56.9
almost every day20.6
2-3 times per week10.0
once a week1.7
2-3 times a month1.3
about once a month7.9
hardly everOf the 77% who use the Net
57.8
almost every day23.8
2-3 times a week12.8
once a week3.4
2-3 times a month2.2
once a month77.0
yes5.7
no answer no access7.4
rarely or never
9.9
61.1
communication with others 18.8
59.8
to make labels & stationery 19.0
54.8
to view/edit digital photos 13.9
44.2
news/weather reports
25.2
32.2
job-related information 9.9
26.2
online shopping
13.9
22.8
programme file downloads 19.2
20.2
working from home
11.0
19.7
online gambling 18.5
19.3
online trading
21.6
14.6
film, music & gaming 17.8
11.0
household accounts
10.3
8.7
watch/edit digital video 20.7
5.5
TV viewing/recording
18.7
5.1
creating own homepage 27.6
4.6 net auctions 12.3 3.8 study/research 16.8 3.3 other 1.9
currently use would like to try in future
8
8
T
T
ype of Internet Connectivity
ype of Internet Connectivity
dont know4.3
ISDN
16.3
ADSL
35.4
other (CATV etc)
0.1
dial-up connection13.2
no answer6.7
Nikkei Masters Readers Demand Quality
Nikkei Masters readers are selective consumers who are happy to spend a lot of
money on the goods and services they desire. They are keen on purchasing the
latest consumer goods such as audio-visual equipment and cars, based on
information they have collected themselves.
1
1
Factors in Considering Purchases
Factors in Considering Purchases
2
2
Purchasing Home Electronics
Purchasing Home Electronics
3
3
Attitude T
Attitude T
owards
owards
Asset Management
Asset Management
4
4
Investment in Financial Product
Investment in Financial Product
s
s
65.6
I want it irrespective of cost
89.6
PCcurrently own would like to own
10.8
81.5
Mobile Phone7.4
76.4
Colour Printer9.2
72.6
Japanese-made Car8.9
66.3
Digital Camera22.6
37.8
Car Navigation System16.4
33.2
Cable Television8.2
25.7
Massager12.7
22.8
Camping/Fishing Equip5.7
21.7
HDD/DVD Coder37.3
19.7
Fitness/Sports Club Membership9.4
51.2
I consider cost & performance63.2
I take time to find what I reallywant
59.1
I collect a lot of pre-purchaseinformation
58.7
I make a lot of comparisons18.7
Digital Satellitebroadcaster
29.0
16.8
Digital Video Camera17.1
11.6
Imported Car6.9
11.5
Plasma/LCD TV52.7
4.3
Home Theatre System24.0
71.7
Stocks and Sharescurrently have would like to have
10.3
20.7
Public Bonds9.2
29.1
Investment Trusts10.1
4.1
Real Estate9.6
25.9
Foreign Currency Deposits14.0
17.3
Foreign Currency Bonds9.6
10.1
National Bonds11.5
5.5
Investment Style Pension10.6
28.4
More than ¥ 5 Million19.2
¥ 5 - 10 Million12.8
¥ 10 - 20 Million6.5
¥ 20 - 30 Million7.9
¥ 30 - 50 Million4.1
¥ 50 - 100 Million2.2
¥ 100 Million or aboveNikkei Masters Readers Demand Quality
The majority of Nikkei Masters readers prioritise investment and financial security.
5
5
Attitude T
Attitude T
owards Investment
owards Investment
Nikkei Masters Readers Care About Health
6
6
Interest in Health & W
Interest in Health & W
ellbeing
ellbeing
7
7
Healthcare Maintenance
Healthcare Maintenance
45.2
reduce/stop drinking and smoking70.0
walking21.9
health drinks/remedies30.5
health foods/supplements47.9
vegetables/juices19.9
go to gym/healthclub8.7
otherno answer
4.1
prioritise growth
32.4
and security equallyprioritise growth
10.8
of assets5.3
not important15.2
havent considered but will in future32.2
security is most importantnot very interested
3.9
quite interested
16.6
interested
77.2
0.2
no interestNikkei Masters Readers Read Every Issue
90% of Nikkei Masters readers read each issue from cover to cover and keep the
magazine afterwards.
1
1
How Useful is Nikkei Masters?
How Useful is Nikkei Masters?
2
2
Frequency of Reading
Frequency of Reading
51.0
increased general knowledge48.6
increased understanding of my generation44.5
useful to make life plans for the future31.5
increased knowledge of medical issues13.7
useful to make financial plans for future10.4
increased knowledge of my hobbies8.2
found new hobbies and interests4.3
reduced anxiety about ageing4.1
increased sense of fashion3
3
Magazine Reading Habit
Magazine Reading Habit
s
s
4
4
Magazine Retention Habit
Magazine Retention Habit
s
s
More Than Half of Readers Read All The Articles
90% of Nikkei Masters Readers Keep Their Magazines
0.9
hardly ever read9.8
sometimes read24.0
read almost every issue no answer0.2
read every issue
65.1
no answer
0.2
look at all articles
46.4
0.7
hardly read43.2
only read articles of interest9.2
read all articles thoroughlydont keep mags
4.8
no answer0.5
keep almost every
64.7
issue1.4
dont keep but pass on8.4
file articles of interestNikkei Masters Readers Read Every Issue
Nikkei Masters readers look at advertisements as well as articles in order to gather
information.
5
5
How Do
How Do
Y
Y
ou Use
ou Use
Advertisement
Advertisement
s?
s?
7
7
Af
Af
ter V
ter V
iewing
iewing
Advertisement
Advertisement
s
s
65.6
to get info on products/services of interest27.2
to get info of new products/services12.2
use as reference when making a purchase19.2
access advertisers homepage18.8
show to family/friends12.0
return reader enquiry card8.0
save a copy to consider purchasing6.8
purchase advertised product or service6
6
Advertisement V
Advertisement V
iewing Habit
iewing Habit
s
s
More Than 30% of Readers Look At All The Ads
Worldwide Advertising Contacts
TOKYO
:
NIKKEI BUSINESS PUBLICATIONS INC. 2-7-6, Hirakawacho
Chiyoda-ku, Tokyo 102-8622, Japan
Tel: +81-3-5210-8031 Fax: +81-3-5210-8037 E-mail: itani@nikkeibp.co.jp
NEW YORK:
NIKKEI BUSINESS PUBLICATIONS AMERICA 575 Fifth Ave, 20th Floor
New York, NY 10017 USA
Tel: +1-212-867-3414 Fax: +1-212-867-3278 E-mail: info@nikkeibp-america.com
LONDON:
NIKKEI BUSINESS PUBLICATIONS EUROPE Temple Bar House
23-28 Fleet Street, London EC4Y 1AA, UK
Tel: +44-20-7936-2855 Fax: +44-20-7583-6637 E-mail: info@nikkeibp.co.uk
SILICON VALLEY:
NIKKEI BUSINESS PUBLICATIONS AMERICA 5201 Great America Parkway, Suite 222 Santa Clara CA 95054, USA
Tel: +1-408-327-1102 Fax: +1-408-567-0870 E-mail: morii@nikkeibp-america.com
HONG KONG:
NIKKEI BUSINESS PUBLICATIONS ASIA LTD 23rd Floor, 111 Leighton Road
Causeway Bay Hong Kong
Tel: +852-2575-8301 Fax: +852-2574-8175 E-mail: handy@nikkeibp.com.hk
www.nikkeibp.com
no answer1.1
glance at all ads
30.7
look thoroughly
