2013 CESA Consumer Survey Report: Japan

Key insights

6 takeaways

01
Approximately 29.1 million people in Japan, or 25.9% of the total population, are estimated to be active home console game users.
02
The most widely owned home game consoles are the Nintendo DS/DS Lite (42.6%) and the Wii (42.1%), while the Wii U, released at the end of 2012, held a 2.0% ownership rate.
03
Social gaming reached an estimated 16 million users in Japan, with 14.8% of the general population participating in social games across six major platforms, led by Mobage/Yahoo!Mobage.
04
Among home console gamers, 10.3% reported experience using non-official hardware (such as mod chips) or non-official software (such as pirated or modified programs).
05
Parental control features on home consoles remain largely unused and unknown, with only 1.7% of the general population reporting active use and 90.8% stating they were unaware of the functionality.
06
The 'Animal Crossing' series, specifically 'Animal Crossing: New Leaf' for the Nintendo 3DS, was the top-rated game for consumer satisfaction among those who purchased software in 2012.

Summary

The 2013 CESA Consumer Survey Report provides a comprehensive analysis of gaming habits, lifestyle trends, and hardware usage among the Japanese population. Conducted by the Computer Entertainment Supplier's Association (CESA), the research serves as foundational data for the broader CESA Game White Paper. The study utilizes a sample of 1,159 individuals aged 3 to 79 across major Japanese metropolitan areas, with findings extrapolated to estimate national figures. Notably, the project included a collaborative study with the Korea Creative Content Agency, integrating cross-border insights into the final publication.

Key findings indicate that approximately 29.1 million people in Japan, or 25.9% of the population, were active home console gamers in 2012. Hardware ownership remained dominated by the Nintendo DS and Wii, though active usage patterns shifted toward the Wii and the Nintendo 3DS. The report also highlights a significant gap in consumer awareness regarding safety features, as 90.8% of respondents were unaware of parental control functions on gaming consoles, with only 1.7% reporting active usage.

The survey further explores the digital landscape, identifying mixi as the most utilized social networking service and Mobage as the leading platform for social gaming, with an estimated 16 million social gamers nationwide. Additionally, the study addresses industry challenges, noting that 10.3% of console gamers reported experience with non-official hardware or software. Regarding software preferences, the Animal Crossing series emerged as the most satisfying title for consumers in 2012. These metrics collectively offer a detailed snapshot of the Japanese gaming market’s reach, consumer behavior, and the ongoing challenges regarding digital safety and intellectual property compliance.