Japanese consumers shift to evidence-based buying and increased AI usage

Recent surveys in Japan highlight significant shifts in consumer behavior and information gathering in the digital age. A study by Fujifilm Healthcare Laboratory reveals that approximately 80% of consumers are moving toward “evidence-based buying,” where decisions are made based on scientific evidence, reliability, and personal values, rather than trends or impulse. This shift is driven by inflation and economic pressures. The study estimates that “impulse buying” based on vague impressions results in an annual loss of approximately 367.6 billion yen for the Japanese population aged 20 to 69.

Simultaneously, research by Value First Co., Ltd. shows a changing landscape in how people search for information. While 80.5% of respondents still primarily rely on traditional web searches like Google and Yahoo!, 82.3% report that their use of generative AI is increasing. Despite the growing utility of AI for organizing information, 76.8% of users expressed concerns regarding the accuracy and potential for misinformation, suggesting a trend toward using AI for efficiency while relying on web searches to verify official sources.