Rakuten Points lead Japanese consumer point ecosystem survey

A survey conducted by MMD Laboratory reveals that 62.6% of Japanese consumers are conscious of “point economies,” or ecosystems centered around loyalty points. Among those utilizing common points, Rakuten Points are the most widely used at 58.8%, followed by PayPay Points at 41.7% and V Points at 41.1%.

When asked which single point system they utilize most heavily, Rakuten Points led with 31.8%, followed by d-Points at 15.5% and PayPay Points at 14.9%.

The study also highlighted that the entry point into these ecosystems varies by provider. For example, the Rakuten ecosystem is primarily driven by e-commerce sites, while the PayPay ecosystem is centered on QR and barcode payments. Mobile communications serve as the primary driver for the Docomo and au ecosystems, and electronic money is the main service for the Aeon ecosystem.