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Visitor Questionnaire Result
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The 40th Tokyo Motor Show 2007 Visitor Survey Results


General Public

1. Summary

1)  Visitor profile
The visitor gender ratio shows an increase in males and a decrease in females.
Younger visitors decreased; middle-aged visitors increased.
2)  Visit details
The top source of information was "saw the Tokyo Motor Show (TMS) website," which increased 7.9 points. When combined with "heard about it from other Internet websites," a total of 40.1% obtained information from the Web.
As with the previous show, "first visitors" accounted for 28.3%.
3)  Main purpose of visit
The top purposes of visit are in the same order as the previous show.
"Intent to study for new vehicle purchase" declined by 3.6 points.
Among "new technology interests," there were increases for "environment" and "performance enhancement," and decreases for "comfort enhancement" and "IT."
On "degree of achievement of main purpose of visit," the achievement score of 89.9% was roughly on par with the previous show (90.2%), while "non-achievement" was an extremely low 3.4%.
4)  Special events and measures
Among participants in "special events (test rides etc.)," the positive response rate was extremely high at more than 80% (combined score for "very satisfied" and "satisfied").
5)  Next show
On desire to visit the next show, an extremely high 92.9% expressed some intent to visit.

2. Survey Outline

Sample

Visitors between 15 and 69 years of age

Method

Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in

Period

Saturday, October 27 through Sunday November 6 (16 general public days)

Sample extraction method

Stratified sampling method based on visitor observation data

Number of samples

1,619

 

3. Survey Results

1) Visitor Attributes

(1) Gender [Unit: %]
40th show 39th show
Male 80.5 78.3
Female 19.5 21.7
(2) Age [Unit: %]
40th show 39th show
Lower (15 to 29 yrs) 30.6 32.4
Middle (30 to 49 yrs) 52.1 50.0
Upper (50 to 69 yrs) 17.4 17.6
Average age 37.2 yrs old 36.7 yrs old

2) Visit Details

(1) Number of visits to the show [Unit: %]
40th show 39th show
First visit 28.3 28.3
2 to 3 visits 28.0 30.0
4 to 5 visits 20.4 20.5
6 to 10 visits 13.8 13.3
11 to 15 visits 3.9 3.6
16 to 20 visits 2.4 1.7
21 visits or more 3.2 2.7
Average number of visits 4.81 visits 4.53 visits


(2) Source of information (Top 10) [Unit: %]
40th show 39th show
Saw the Tokyo Motor Show website 28.8 20.9
Through the news on TV or radio 24.6 24.3
Saw magazine advertisement 20.3 25.1
Heard from friends or acquaintances 18.3 17.0
Company or work-related 17.6 16.5
Saw newspaper advertisement 17.0 17.3
Saw newspaper or magazine article 14.9 16.0
Heard about it from other Internet websites 11.3 9.7
Saw transit advertisement such as hanging poster or poster above window 8.1 8.4
Saw poster or pamphlet 6.9 8.4


(3) Final source of transportation for reaching venue [Unit: %]
40th show 39th show
JR Keiyo Line Total 48.3 47.0
JR Musashino Line (direct) 7.0 4.3
JR Sobu Line Total 1.9 3.5
Keisei Chiba Line 1.1 1.1
Train Total 58.3 56.0
Private Vehicle 34.0 37.7
Motorcycle 2.8 1.9
Bicycle 0.6 1.0
Walked 0.4 0.5
Other 3.8 2.8


(4) Time of entry at venue [Unit: %]
40th show 39th show
9:00 – 9:59 15.5 17.9
10:00 – 10:59 35.5 31.1
11:00 – 11:59 19.7 17.5
Total of visitor morning arrivals 70.7 66.6
12:00 – 12:59 10.2 12.2
13:00 – 13:59 9.0 7.1
14:00 – 14:59 4.9 6.6
15:00 – 15:59 3.8 5.1
16:00 and after 1.5 2.5
Average time of arrival 11:12 11:20


3) Purpose of visit

  [Unit: %]

 

40th show 39th show
To see specific vehicles 78.8 72.5
To learn about the latest technologies 34.0 35.9
To enjoy the show 30.9 27.6
To gather information for my work or studies 20.1 17.9
To learn about automobile parts, and machinery and tools 12.0 13.1
To see new special events 8.9 10.7
Other 4.0 4.8

4) Degree of achievement of main purpose of visit

[Unit: %]
40th show 39th show
Fully achieved(+2) 26.2 89.9 27.8 90.2
More or less achieved(+1) 63.7 62.4
Can’t say( 0) 6.7 6.3
Not really achieved(-1) 3.3 3.4 3.1 3.5
Not at all achieved(-2) 0.1 0.4
Score (Weighted average of points above) 1.13 1.14

5) Reasons for not achieving main purpose of visit

  [Unit: %]

 

40th show 39th show
Too crowded to really see well 61.8 33.3
Couldn’t sit in or touch some of the exhibited vehicles 25.5 8.8
Inadequate vehicles and/or parts that I wanted to see 20.0 22.8
Couldn’t acquire explanations and/or information anticipated 16.4 28.1
Exhibits were not creative enough 10.9 10.5
Other 9.1 17.5

6) Intent to study for new vehicle purchase

  [Unit: %]

 

40th show 39th show
Definite intent(+2) 24.5 58.9 27.1 62.5
Moderate intent(+1) 34.3 35.4
Can’t say( 0) 15.2 14.3
Little intent(-1) 10.9 25.9 10.6 23.1
No intent whatsoever(-2) 15.0 12.6
Score (Weighted average of points above) 0.43 0.54

7) Degree of awareness/use of special events and measures

(1) Degree of use [Unit: %]

 

Actually used Knew,
but didn’t use
Didn’t know /
didn’t use
4 x 4 Adventure Test Ride 1.6 38.9 59.7
Safety Experience Test Drive 1.7 42.1 56.3
Clean Energy Vehicles Test Ride 2.2 41.0 56.8
Commercial Vehicles Test Ride 2.9 37.9 59.2
Kids Motorcycle Sports School 0.4 34.2 65.4
Tokyo Motor Show Symposium 2007 0.6 28.5 70.8
Lifestyle Park (from November 1st) 3.6 21.5 75.0


(2) Degree of satisfaction among participants [Unit: %]

 

Very
satisfied
(+2)
Somewhat
satisfied
(+1)
Can’t say
(±0)
Not very
satisfied
(-1)
Completely
dissatisfied
(-2)
NA Score
4 x 4 Adventure Test Ride 70.8 16.7 4.2 0.0 0.0 8.3 1.73
Safety Experience Test Drive 37.0 44.4 11.1 3.7 0.0 3.7 1.19
Clean Energy Vehicles Test Ride 38.9 41.7 11.1 2.8 0.0 5.5 1.24
Commercial Vehicles Test Ride 40.4 46.8 10.6 0.0 0.0 2.1 1.30
Kids Motorcycle Sports School 85.7 14.3 0.0 0.0 0.0 - 1.86
Tokyo Motor Show Symposium 2007 20.0 60.0 10.0 0.0 0.0 10.0 1.11
Lifestyle Park (from November 1st) 28.1 57.9 10.5 1.8 1.8 3.5 1.09

9) Desire to visit the next “41st show (2009)”

  [Unit: %]
Definitely want to visit (+2) 65.2 92.8
Want to visit (+1) 27.2
Not sure (0) 6.2
Don't really want to visit (-1) 0.5 0.9
Don't want to visit at all (-2) 0.4
Score (Weighted average of points above) 1.57

<*Ratio of males and females>

  [Unit: %]
Year Show Format Percentage of males Percentage of females
2007 40th Comprehensive show 80.5 19.5
2005 39th Passenger Cars & Motorcycles 78.3 21.7
2004 38th Commercial & Barrier-free 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 82.3 17.7
1999 33rd Passenger Cars & Motorcycles 78.2 21.8



Wheelchair Users

1. Summary

1)  Visitor profile
The visitor gender ratio shows a decrease in males and an increase in females.
Younger and middle-aged visitors decreased; older visitors increased.
2)  Visit details
The top source of information was "saw the TMS (Web) website," which increased 26.8 points from the previous show (36.1%) to reach 62.9%.
"First visitors" declined by 10.7 points due to the increase in repeaters.
3)  Main purpose of visit
Main purposes are in the same order as the previous show.
On "degree of achievement of main purpose of visit," the achievement rate increased.
4)  Care for wheelchair users
On "entrance gate staffing and response," there was an increase in the positive response rate.
On "barrier-free level in the venue," there was a decline in the positive response rate.
On "evaluation of special viewings for people in wheelchairs," the positive evaluation was extremely high at over 90%, the same as the previous show.
5)  Special events
Among users of special events (6 respondents), there were only positive responses (very satisfied/satisfied).
6)  Next show
On desire to visit the next show, an extremely high 96.2% expressed some intent to visit.

2. Survey Outline

Sample Male and female between 15 and 69 years of age who participated in special viewing for people in wheelchairs
Method Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in
Period 1-6 PM Thursday, October 25
Number of samples 105

3. Survey Results

1) Visitor attributes

(1) Gender [Unit: %]
40th show 39th show
Male 85.7 88.0
Female 14.3 12.0
(2) Age [Unit: %]
40th show 39th show
Lower (15 to 29 yrs) 9.5 16.7
Middle (30 to 49 yrs) 57.1 64.8
Upper (50 to 69 yrs) 33.3 18.5
Average age 43.5 yrs old 39.9 yrs old


(3) Place of residence [Unit: %]
40th show 39th show
Tokyo 28.6 27.8
Chiba 24.8 15.7
Saitama 6.7 13.0
Kanagawa 15.2 12.0
Greater Metropolitan area total 75.3 68.5
Kanto region total 85.7 77.8
Other than Kanto region total 14.3 22.2

2) Visit Details

(1) Source of information (Top 10) [Unit: %]
40th show 39th show
Saw the Tokyo Motor Show website 62.9 36.1
Heard about it from other Internet websites 15.2 6.5
Heard from friends or acquaintances 11.4 15.7
Saw newspaper or magazine article 6.7 2.8
Saw newspaper advertisement 4.8 8.3
Saw magazine advertisement 4.8 13.9
Company or work-related 4.8 2.8
Through the news on TV or radio 3.8 13.0
Heard from automobile dealer or sales staff 2.9 4.6
Heard about it from radio CM 1.0 0.9


(2) Time spent at show [Unit: %]

 

40th show 39th show
Less than 2 hrs. 10.5 15.7
2 hrs. - 2 hrs. 59 min. 32.4 24.1
3 hrs. - 3 hrs. 59 min. 19.0 25.0
4 hrs. - 4 hrs. 59 min. 28.6 27.8
5 hrs. - 5 hrs. 59 min. 9.5 6.5
6 hrs. or more 0.0 0.9
Average time at show 3 hrs. 26 min. 3 hrs. 23 min.

3) Main purpose for visiting Tokyo Motor Show

(1) Main purpose for visiting Tokyo Motor Show [Unit: %]

 

40th show 39th show
To see specific vehicles 88.6 83.3
To learn about the latest technologies 35.2 32.4
To enjoy the show 30.5 30.6
To see the new special events 8.6 14.8
To learn about automobile parts, and machinery and tools 8.6 16.7
To gather information for my work or studies 3.8 14.8
Other 1.9 2.8


(2) Degree of achievement of main purpose of visit [Unit: %]
40th show 39th show
Fully achieved(+2) 22.9 90.5 22.2 86.1
More or less achieved(+1) 67.6 63.9
Can’t say( 0) 6.7 7.4
Not really achieved(-1) 2.9 2.9 6.5 6.5
Not at all achieved(-2) - -
Score (Weighted average of points above) 1.10 1.02

4) Care for Wheelchair Visitors

(1) Evaluation of entrance gate staffing and response [Unit: %]
40th show 39th show
Extremely good(+2) 41.9 85.7 31.5 77.8
Fairly good(+1) 43.8 46.3
Can’t say( 0) 10.5 12.0
Not very good(-1) 2.9 3.9 10.2 10.2
Not good at all(-2) 1.0 -
Score (Weighted average of points above) 1.23 0.99


(2) Barrier-free level in the venue [Unit: %]
40th show 39th show
Extremely good(+2) 20.0 72.4 22.2 77.8
Fairly good(+1) 52.4 55.6
Can’t say( 0) 11.4 8.3
Not very good(-1) 14.3 16.2 12.0 13.9
Not good at all(-2) 1.9 1.9
Score (Weighted average of points above) 0.74 0.84


(3) Evaluation of special viewing for people in wheelchairs [Unit: %]
40th show 39th show
Extremely good(+2) 84.8 96.2 82.4 96.3
Fairly good(+1) 11.4 13.9
Can’t say( 0) 2.9 1.9
Not very good(-1) 1.0 1.0 1.9 1.9
Not good at all(-2) - -
Score (Weighted average of points above) 1.80 1.77

5) Desire to visit the next “41st show (2009)”

  [Unit: %]
Definitely want to visit (+2) 73.3 96.2
Want to visit (+1) 22.9
Not sure (0) 2.9
Don't really want to visit (-1) 1.0 1.0
Don't want to visit at all (-2) 0.0
Score (Weighted average of points above) 1.69

6) Desire to apply for the next show's special viewing for people in wheelchairs

  [Unit: %]
40th show 39th show
Definitely want to visit (+2) 94.3 98.1 88.0 98.1
Want to visit (+1) 3.8 10.2
Not sure (0) 1.9 1.9
Don't really want to visit (-1) - - - -
Don't want to visit at all (-2) - -
Score (Weighted average of points above) 1.92 1.86



Visitors from Overseas

1. Summary

1)  Visitor profile
The overseas visitor ratio slightly declined from the previous show.
Among non-Japanese visitors for whom the place of residence was identified (2.9%),
Countries of residence declined by 14.
The "regional breakdown" showed an increase of 11.8 points for "Asia," and a decrease of 9.1 points for "Europe."

2. Survey Outline

Sample Men and women from the general public, excluding exhibitors and organizers
Method Survey takers interviewed, solicited opinions, and filled in a survey of people passing through the exit gates.
Period Wednesday, October 31 through Tuesday, November 6 (7 general public days)
Sample extraction method Random sampling of people passing through exit gates
Number of samples 15,757 <Total number of targets:17,153>

3. Survey Results

1) Visitor profile

(1) Gender [Unit: %]
40th show 39th show
Male 80.5 78.3
Female 19.5 21.7


(2) Attendance ratio/ Visitors from overseas [Unit: %]
40th show 39th show
Japanese 95.1 95.8
Visitors from Overseas
(Visitors from Overseas with residential places idetified)
3.7
(2.9)
4.2
(N.A.)
Unknown 1.2 0.3


(3) Where overseas visitors reside [Unit: %]
Japan 42.8
Overseas 57.2

*Among 2.9% overseas visitors for whom the place of residence was identified,
57.2% resided overseas.

(4) Attendance ratio/ Visitors from overseas [Unit: %]
  Weekdays Holidays
  40th show 39th show 40th show 39th show
Japanese 95.2 96.0 94.9 95.0
Visitors from Overseas 3.7 3.8 3.8 4.7
Unknown 1.1 0.2 1.3 0.3


(5) Breakdown of foreign attendants by region (%) [Unit: %]
  40th show 39th show
Asia 52.8 41.0
South America 15.1 13.4
Europe 13.1 22.2
North, Central America, and Caribbean nations 12.0 15.0
Oceania 3.4 5.0
Northern Eurasia 3.0 2.5
Africa 0.6 1.0


(6) Breakdown of foreign attendance: top 10 countries [Unit: %]
  40th show 39th show
Korea 22.5 12.7
Brazil 11.0 10.1
China 8.8 7.4
USA 7.8 10.3
Taiwan 4.2 2.2
Thailand 4.0 2.3
Russia 2.8 1.8
Singapore 2.8 1.5
Indonesia 2.4 2.8
UK 2.2 4.8



Members of the press

A total of 14,300 members of the press visited over the two Press Days (October 24 and 25), of which 8,947 (6,568 domestic, 2,379 foreign) made use of the Press Center. After the conclusion of the show, an online questionnaire was sent out to seek evaluation of Press Center facilities and services and comparisons against other motor shows.

1. Survey Outline

Coverage Press Center users
Method Online survey
Period After conclusion of show
No. of Respondents 1,320 in total (1,045 domestic, 275 foreign)

2. Survey OutlinSurvey Results

1) Press Center facilities and services

  [Unit: %]
Item Satisfied
Okay
Dissatisfied
Didn’t use/NA
Overall assessment Domestic
Foreign
40
53
43
38
6
3
11
6
Number of seats in the Press Center Domestic
Foreign
22
32
33
41
20
19
25
8
Number of installed computers Domestic
Foreign
6
13
22
37
13
20
59
30
Number of LAN cables Domestic
Foreign
15
24
20
33
8
13
57
30
Connection speed Domestic
Foreign
11
25
25
42
5
9
59
24
Modular jacks Domestic
Foreign
7
16
21
31
6
6
66
47
Wireless LAN connection in work spaces Domestic
Foreign
10
23
22
28
4
9
64
40
Cloak service Domestic
Foreign
26
30
19
23
5
4
50
43
Interview rooms Domestic
Foreign
7
13
18
25
2
2
73
60
Exhibitor press releases in the Press Center Domestic
Foreign
15
23
38
39
25
17
22
21
Free use of phones and faxes Domestic
Foreign
21
45
16
18
1
2
62
35
Free use of the Internet Domestic
Foreign
26
54
18
22
1
5
55
19
Parcel delivery service Domestic
Foreign
34
49
15
14
3
2
48
35
Free drink and light refreshments service Domestic
Foreign
41
57
31
28
11
4
17
11
Press briefing footage viewing services Domestic
Foreign
17
26
24
32
1
2
58
40
Photographer desk service Domestic
Foreign
12
26
16
16
1
2
71
56
Camera check / cleaning / battery charge service Domestic
Foreign
15
29
15
14
1
1
69
56
Lounge space Domestic
Foreign
17
29
39
42
15
7
29
22
Complete smoking ban in all indoor facilities Domestic
Foreign
57
61
19
18
12
5
12
16
Press Lunch service Domestic
Foreign
34
33
25
28
19
17
22
22

2) Comparison against the other six motor shows

Item 1st 2nd 3rd 4th 5th 6th 7th
Overall show Domestic
Foreign
Frankfurt
Tokyo
Tokyo
Geneva
Detroit
Frankfurt
Geneva
Detroit
Paris
Paris
Shanghai
Shanghai
Beijing
Beijing
Exhibits Domestic
Foreign
Frankfurt
Frankfurt
Tokyo
Tokyo
Detroit
Geneva
Geneva
Detroit
Paris
Paris
Shanghai
Beijing
Beijing
Shanghai
Special Events Domestic
Foreign
Tokyo
Tokyo
Frankfurt
Frankfurt
Detroit
Detroit
Geneva
Geneva
Paris
Paris
Shanghai
Shanghai
Beijing
Beijing
Press briefings Domestic
Foreign
Tokyo
Tokyo
Frankfurt
Detroit
Detroit
Geneva
Geneva
Frankfurt
Paris
Paris
Beijing
Beijing
Shanghai
Shanghai
Press center Domestic
Foreign
Tokyo
Tokyo
Frankfurt
Detroit
Detroit
Frankfurt
Geneva
Geneva
Paris
Paris
Beijing
Beijing
Shanghai
Shanghai

 

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