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No.84 December 1, 2004 |
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The  Group from a Business Perspective: Revaluation of Enthusiastic Consumers |
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The otaku group is no longer a niche market. According to a survey conducted by Nomura Research Institute (NRI) that targeted the five major otaku fields (comics, animation, idols, games and PC assembly), the total number of enthusiastic consumers, known as otaku, in Japan is estimated to be 2.85 million with a market size of 290 billion yen. Thus, the existence of the group is becoming increasingly measurable in the consumer market.
A common aspect of these enthusiastic consumers is that their consumption behavior is driven by admiration, sympathy, and pursuit of their "ideals." In addition to their extreme patterns of consumption, the behavioral principle of otaku is also characterized in that they devote themselves, with strong passion for their ideals, to creating fan fictions (fanfics) based on their own peculiar arrangements and interpretations.
Their passion and creativity will be the driving force for bringing about industrial innovation. Businesses should not treat enthusiastic consumers merely as "loyal customers" but rather study their consumption behavior to find seeds of innovation.
Contents
| I |
Attempt to Reevaluate Enthusiastic
Consumers |
| II |
The Otaku Group Is No Longer
a Niche Market |
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1 |
The Total Number of Enthusiastic Consumers
in Japan Is 2.85 Million |
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2 |
Enthusiastic Consumers Acting in More
than One Field |
| III |
Behavioral Principles of
Enthusiastic Consumers |
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1 |
Spiral of Consumption, Creation and Passion |
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2 |
Enthusiastic Consumers Are Not Merely
Heavy Users |
| IV |
The Otaku Group as a Base
for Testing Innovation |
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1 |
Fanzine Publishing Integrated into the
Comics Industry |
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2 |
Digital Home Appliances Created by Otaku |
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3 |
Recommendation on the Use of Otaku and
Their Activities |
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