Discover Rakuten: Rakuten is your lifestyle companion to make today more rewarding: Watch – Rakuten TV, Chat – Rakuten Viber, Read – Rakuten Kobo, Shop – Rakuten France.

Rakuten Insight Global have conducted surveys using their proprietary panels to understand consumer attitudes & behaviours in these four categories. The first Watch, Chat, Read Shop survey was conducted during the pandemic.

Now in 2023, Rakuten Insight Global wanted to discover what consumers in Asia & the US are ‘Watching, Chatting, Reading & Shopping’.

Local insight is key in understanding the consumer through their cultural lens. Themes which have emerged in this study include differing attitudes & behaviours towards:

• ○ Online Shopping: An increase in ‘almost everyday’ shopping compared to 2020, suggesting habits formed during COVID have continued.
• ○ Devices: Importance of smartphone, across categories, in some Asian markets such as China & Indonesia.
• ○ Digital Content: Leisure time activities differ depending on local culture e.g., Japan watching fewer movies, possibly preferring shorter content formats or other categories such as gaming.
• ○ Family & Friends: Support networks can vary depending on the culture in each Asian market.

Download the full report here:

Related articles: 2022 Impact of COVID-19 on consumer behaviour, Next Normal to Future Normal 2021

For more infographics, updates and our original survey reports, follow us on LinkedIn or subscribe to our newsletter at the bottom of the page.