The 40th Tokyo Motor Show 2005 Visitor Survey Results

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The 40th Tokyo Motor Show 2005 Visitor Survey Results

General Public	Wheelchair Users
Visitors from Overseas	Members of the press

General Public

1. Summary

1) Visitor profile
- The visitor gender ratio shows an increase in males and a decrease in females.
- Younger visitors decreased; middle-aged visitors increased.
2) Visit details
- The top source of information was "saw the Tokyo Motor Show (TMS) website," which increased 7.9 points. When combined with "heard about it from other Internet websites," a total of 40.1% obtained information from the Web.
- As with the previous show, "first visitors" accounted for 28.3%.
3) Main purpose of visit
- The top purposes of visit are in the same order as the previous show.
- "Intent to study for new vehicle purchase" declined by 3.6 points.
- Among "new technology interests," there were increases for "environment" and "performance enhancement," and decreases for "comfort enhancement" and "IT."
- On "degree of achievement of main purpose of visit," the achievement score of 89.9% was roughly on par with the previous show (90.2%), while "non-achievement" was an extremely low 3.4%.
4) Special events and measures
- Among participants in "special events (test rides etc.)," the positive response rate was extremely high at more than 80% (combined score for "very satisfied" and "satisfied").
5) Next show
- On desire to visit the next show, an extremely high 92.9% expressed some intent to visit.

2. Survey Outline

Sample	Visitors between 15 and 69 years of age
Method	Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in
Period	Saturday, October 27 through Sunday November 6 (16 general public days)
Sample extraction method	Stratified sampling method based on visitor observation data
Number of samples	1,619

3. Survey Results

1) Visitor Attributes

(1) Gender

[Unit: %]

	40th show	39th show
Male	80.5	78.3
Female	19.5	21.7

(2) Age

[Unit: %]

	40th show	39th show
Lower (15 to 29 yrs)	30.6	32.4
Middle (30 to 49 yrs)	52.1	50.0
Upper (50 to 69 yrs)	17.4	17.6

Average age	37.2 yrs old	36.7 yrs old

2) Visit Details

(1) Number of visits to the show

[Unit: %]

	40th show	39th show
First visit	28.3	28.3
2 to 3 visits	28.0	30.0
4 to 5 visits	20.4	20.5
6 to 10 visits	13.8	13.3
11 to 15 visits	3.9	3.6
16 to 20 visits	2.4	1.7
21 visits or more	3.2	2.7

Average number of visits	4.81 visits	4.53 visits

(2) Source of information (Top 10)

[Unit: %]

	40th show	39th show
Saw the Tokyo Motor Show website	28.8	20.9
Through the news on TV or radio	24.6	24.3
Saw magazine advertisement	20.3	25.1
Heard from friends or acquaintances	18.3	17.0
Company or work-related	17.6	16.5
Saw newspaper advertisement	17.0	17.3
Saw newspaper or magazine article	14.9	16.0
Heard about it from other Internet websites	11.3	9.7
Saw transit advertisement such as hanging poster or poster above window	8.1	8.4
Saw poster or pamphlet	6.9	8.4

(3) Final source of transportation for reaching venue

[Unit: %]

	40th show	39th show
JR Keiyo Line Total	48.3	47.0
JR Musashino Line (direct)	7.0	4.3
JR Sobu Line Total	1.9	3.5
Keisei Chiba Line	1.1	1.1

Train Total	58.3	56.0

Private Vehicle	34.0	37.7
Motorcycle	2.8	1.9
Bicycle	0.6	1.0
Walked	0.4	0.5
Other	3.8	2.8

(4) Time of entry at venue

[Unit: %]

	40th show	39th show
9:00 – 9:59	15.5	17.9
10:00 – 10:59	35.5	31.1
11:00 – 11:59	19.7	17.5

Total of visitor morning arrivals	70.7	66.6

12:00 – 12:59	10.2	12.2
13:00 – 13:59	9.0	7.1
14:00 – 14:59	4.9	6.6
15:00 – 15:59	3.8	5.1
16:00 and after	1.5	2.5

Average time of arrival	11:12	11:20

3) Purpose of visit

[Unit: %]

	40th show	39th show
To see specific vehicles	78.8	72.5
To learn about the latest technologies	34.0	35.9
To enjoy the show	30.9	27.6
To gather information for my work or studies	20.1	17.9
To learn about automobile parts, and machinery and tools	12.0	13.1
To see new special events	8.9	10.7
Other	4.0	4.8

4) Degree of achievement of main purpose of visit

[Unit: %]

	40th show		39th show
Fully achieved(+2)	26.2	89.9	27.8	90.2
More or less achieved(+1)	63.7		62.4
Can’t say( 0)	6.7		6.3
Not really achieved(-1)	3.3	3.4	3.1	3.5
Not at all achieved(-2)	0.1		0.4

Score (Weighted average of points above)	1.13		1.14

5) Reasons for not achieving main purpose of visit

[Unit: %]

	40th show	39th show
Too crowded to really see well	61.8	33.3
Couldn’t sit in or touch some of the exhibited vehicles	25.5	8.8
Inadequate vehicles and/or parts that I wanted to see	20.0	22.8
Couldn’t acquire explanations and/or information anticipated	16.4	28.1
Exhibits were not creative enough	10.9	10.5
Other	9.1	17.5

6) Intent to study for new vehicle purchase

[Unit: %]

	40th show		39th show
Definite intent(+2)	24.5	58.9	27.1	62.5
Moderate intent(+1)	34.3		35.4
Can’t say( 0)	15.2		14.3
Little intent(-1)	10.9	25.9	10.6	23.1
No intent whatsoever(-2)	15.0		12.6

Score (Weighted average of points above)	0.43		0.54

7) Degree of awareness/use of special events and measures

(1) Degree of use

[Unit: %]

	Actually used	Knew, but didn’t use	Didn’t know / didn’t use
4 x 4 Adventure Test Ride	1.6	38.9	59.7
Safety Experience Test Drive	1.7	42.1	56.3
Clean Energy Vehicles Test Ride	2.2	41.0	56.8
Commercial Vehicles Test Ride	2.9	37.9	59.2
Kids Motorcycle Sports School	0.4	34.2	65.4
Tokyo Motor Show Symposium 2007	0.6	28.5	70.8
Lifestyle Park (from November 1st)	3.6	21.5	75.0

(2) Degree of satisfaction among participants

[Unit: %]

	Very satisfied (+2)	Somewhat satisfied (+1)	Can’t say (±0)	Not very satisfied (-1)	Completely dissatisfied (-2)	NA	Score
4 x 4 Adventure Test Ride	70.8	16.7	4.2	0.0	0.0	8.3	1.73
Safety Experience Test Drive	37.0	44.4	11.1	3.7	0.0	3.7	1.19
Clean Energy Vehicles Test Ride	38.9	41.7	11.1	2.8	0.0	5.5	1.24
Commercial Vehicles Test Ride	40.4	46.8	10.6	0.0	0.0	2.1	1.30
Kids Motorcycle Sports School	85.7	14.3	0.0	0.0	0.0	-	1.86
Tokyo Motor Show Symposium 2007	20.0	60.0	10.0	0.0	0.0	10.0	1.11
Lifestyle Park (from November 1st)	28.1	57.9	10.5	1.8	1.8	3.5	1.09

9) Desire to visit the next “41st show (2009)”

[Unit: %]

Definitely want to visit (+2)	65.2	92.8
Want to visit (+1)	27.2
Not sure (0)	6.2
Don't really want to visit (-1)	0.5	0.9
Don't want to visit at all (-2)	0.4

Score (Weighted average of points above)	1.57

<*Ratio of males and females>

[Unit: %]

Year	Show	Format	Percentage of males	Percentage of females
2007	40th	Comprehensive show	80.5	19.5
2005	39th	Passenger Cars & Motorcycles	78.3	21.7
2004	38th	Commercial & Barrier-free Vehicles	74.8	25.2
2003	37th	Passenger Cars & Motorcycles	77.8	22.2
2002	36th	Commercial Vehicles	82.8	17.2
2001	35th	Passenger Cars & Motorcycles	77.7	22.3
2000	34th	Commercial Vehicles	82.3	17.7
1999	33rd	Passenger Cars & Motorcycles	78.2	21.8

Wheelchair Users

1. Summary

1) Visitor profile
- The visitor gender ratio shows a decrease in males and an increase in females.
- Younger and middle-aged visitors decreased; older visitors increased.
2) Visit details
- The top source of information was "saw the TMS (Web) website," which increased 26.8 points from the previous show (36.1%) to reach 62.9%.
- "First visitors" declined by 10.7 points due to the increase in repeaters.
3) Main purpose of visit
- Main purposes are in the same order as the previous show.
- On "degree of achievement of main purpose of visit," the achievement rate increased.
4) Care for wheelchair users
- On "entrance gate staffing and response," there was an increase in the positive response rate.
- On "barrier-free level in the venue," there was a decline in the positive response rate.
- On "evaluation of special viewings for people in wheelchairs," the positive evaluation was extremely high at over 90%, the same as the previous show.
5) Special events
- Among users of special events (6 respondents), there were only positive responses (very satisfied/satisfied).
6) Next show
- On desire to visit the next show, an extremely high 96.2% expressed some intent to visit.

2. Survey Outline

Sample	Male and female between 15 and 69 years of age who participated in special viewing for people in wheelchairs
Method	Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in
Period	1-6 PM Thursday, October 25
Number of samples	105

3. Survey Results

1) Visitor attributes

(1) Gender

[Unit: %]

	40th show	39th show
Male	85.7	88.0
Female	14.3	12.0

(2) Age

[Unit: %]

	40th show	39th show
Lower (15 to 29 yrs)	9.5	16.7
Middle (30 to 49 yrs)	57.1	64.8
Upper (50 to 69 yrs)	33.3	18.5

Average age	43.5 yrs old	39.9 yrs old

(3) Place of residence

[Unit: %]

	40th show	39th show
Tokyo	28.6	27.8
Chiba	24.8	15.7
Saitama	6.7	13.0
Kanagawa	15.2	12.0

Greater Metropolitan area total	75.3	68.5

Kanto region total	85.7	77.8

Other than Kanto region total	14.3	22.2

2) Visit Details

(1) Source of information (Top 10)

[Unit: %]

	40th show	39th show
Saw the Tokyo Motor Show website	62.9	36.1
Heard about it from other Internet websites	15.2	6.5
Heard from friends or acquaintances	11.4	15.7
Saw newspaper or magazine article	6.7	2.8
Saw newspaper advertisement	4.8	8.3
Saw magazine advertisement	4.8	13.9
Company or work-related	4.8	2.8
Through the news on TV or radio	3.8	13.0
Heard from automobile dealer or sales staff	2.9	4.6
Heard about it from radio CM	1.0	0.9

(2) Time spent at show

[Unit: %]

	40th show	39th show
Less than 2 hrs.	10.5	15.7
2 hrs. - 2 hrs. 59 min.	32.4	24.1
3 hrs. - 3 hrs. 59 min.	19.0	25.0
4 hrs. - 4 hrs. 59 min.	28.6	27.8
5 hrs. - 5 hrs. 59 min.	9.5	6.5
6 hrs. or more	0.0	0.9

Average time at show	3 hrs. 26 min.	3 hrs. 23 min.

3) Main purpose for visiting Tokyo Motor Show

(1) Main purpose for visiting Tokyo Motor Show

[Unit: %]

	40th show	39th show
To see specific vehicles	88.6	83.3
To learn about the latest technologies	35.2	32.4
To enjoy the show	30.5	30.6
To see the new special events	8.6	14.8
To learn about automobile parts, and machinery and tools	8.6	16.7
To gather information for my work or studies	3.8	14.8
Other	1.9	2.8

(2) Degree of achievement of main purpose of visit

[Unit: %]

	40th show		39th show
Fully achieved(+2)	22.9	90.5	22.2	86.1
More or less achieved(+1)	67.6	90.5	63.9	86.1
Can’t say( 0)	6.7		7.4
Not really achieved(-1)	2.9	2.9	6.5	6.5
Not at all achieved(-2)	-	2.9	-	6.5

Score (Weighted average of points above)	1.10		1.02

4) Care for Wheelchair Visitors

(1) Evaluation of entrance gate staffing and response

[Unit: %]

	40th show		39th show
Extremely good(+2)	41.9	85.7	31.5	77.8
Fairly good(+1)	43.8	85.7	46.3	77.8
Can’t say( 0)	10.5		12.0
Not very good(-1)	2.9	3.9	10.2	10.2
Not good at all(-2)	1.0	3.9	-	10.2

Score (Weighted average of points above)	1.23		0.99

(2) Barrier-free level in the venue

[Unit: %]

	40th show		39th show
Extremely good(+2)	20.0	72.4	22.2	77.8
Fairly good(+1)	52.4	72.4	55.6	77.8
Can’t say( 0)	11.4		8.3
Not very good(-1)	14.3	16.2	12.0	13.9
Not good at all(-2)	1.9	16.2	1.9	13.9

Score (Weighted average of points above)	0.74		0.84

(3) Evaluation of special viewing for people in wheelchairs

[Unit: %]

	40th show		39th show
Extremely good(+2)	84.8	96.2	82.4	96.3
Fairly good(+1)	11.4	96.2	13.9	96.3
Can’t say( 0)	2.9		1.9
Not very good(-1)	1.0	1.0	1.9	1.9
Not good at all(-2)	-	1.0	-	1.9

Score (Weighted average of points above)	1.80		1.77

5) Desire to visit the next “41st show (2009)”

Definitely want to visit (+2)	73.3	96.2
Want to visit (+1)	22.9	96.2
Not sure (0)	2.9
Don't really want to visit (-1)	1.0	1.0
Don't want to visit at all (-2)	0.0	1.0

Score (Weighted average of points above)	1.69

6) Desire to apply for the next show's special viewing for people in wheelchairs

[Unit: %]

	40th show		39th show
Definitely want to visit (+2)	94.3	98.1	88.0	98.1
Want to visit (+1)	3.8	98.1	10.2	98.1
Not sure (0)	1.9		1.9
Don't really want to visit (-1)	-	-	-	-
Don't want to visit at all (-2)	-	-	-	-

Score (Weighted average of points above)	1.92		1.86

Visitors from Overseas

1. Summary

1) Visitor profile
- The overseas visitor ratio slightly declined from the previous show.
- Among non-Japanese visitors for whom the place of residence was identified (2.9%),
- Countries of residence declined by 14.
- The "regional breakdown" showed an increase of 11.8 points for "Asia," and a decrease of 9.1 points for "Europe."

2. Survey Outline

Sample	Men and women from the general public, excluding exhibitors and organizers
Method	Survey takers interviewed, solicited opinions, and filled in a survey of people passing through the exit gates.
Period	Wednesday, October 31 through Tuesday, November 6 (7 general public days)
Sample extraction method	Random sampling of people passing through exit gates
Number of samples	15,757 <Total number of targets:17,153>

3. Survey Results

1) Visitor profile

(1) Gender

[Unit: %]

	40th show	39th show
Male	80.5	78.3
Female	19.5	21.7

(2) Attendance ratio/ Visitors from overseas

[Unit: %]

	40th show	39th show
Japanese	95.1	95.8
Visitors from Overseas (Visitors from Overseas with residential places idetified)	3.7 (2.9)	4.2 (N.A.)
Unknown	1.2	0.3

(3) Where overseas visitors reside

[Unit: %]

Japan	42.8
Overseas	57.2

*Among 2.9% overseas visitors for whom the place of residence was identified,
57.2% resided overseas.

(4) Attendance ratio/ Visitors from overseas

[Unit: %]

	Weekdays		Holidays
	40th show	39th show	40th show	39th show
Japanese	95.2	96.0	94.9	95.0
Visitors from Overseas	3.7	3.8	3.8	4.7
Unknown	1.1	0.2	1.3	0.3

(5) Breakdown of foreign attendants by region (%)

[Unit: %]

	40th show	39th show
Asia	52.8	41.0
South America	15.1	13.4
Europe	13.1	22.2
North, Central America, and Caribbean nations	12.0	15.0
Oceania	3.4	5.0
Northern Eurasia	3.0	2.5
Africa	0.6	1.0

(6) Breakdown of foreign attendance: top 10 countries

[Unit: %]

	40th show	39th show
Korea	22.5	12.7
Brazil	11.0	10.1
China	8.8	7.4
USA	7.8	10.3
Taiwan	4.2	2.2
Thailand	4.0	2.3
Russia	2.8	1.8
Singapore	2.8	1.5
Indonesia	2.4	2.8
UK	2.2	4.8

A total of 14,300 members of the press visited over the two Press Days (October 24 and 25), of which 8,947 (6,568 domestic, 2,379 foreign) made use of the Press Center. After the conclusion of the show, an online questionnaire was sent out to seek evaluation of Press Center facilities and services and comparisons against other motor shows.

1. Survey Outline

Coverage	Press Center users
Method	Online survey
Period	After conclusion of show
No. of Respondents	1,320 in total (1,045 domestic, 275 foreign)

2. Survey OutlinSurvey Results

1) Press Center facilities and services

[Unit: %]

Item

Satisfied

Okay

Dissatisfied

Didn’t use/NA

Overall assessment

Domestic
Foreign

40
53

43
38

6
3

11
6

Number of seats in the Press Center

Domestic
Foreign

22
32

33
41

20
19

25
8

Number of installed computers

Domestic
Foreign

6
13

22
37

13
20

59
30

Number of LAN cables

Domestic
Foreign

15
24

20
33

8
13

57
30

Connection speed

Domestic
Foreign

11
25

25
42

5
9

59
24

Modular jacks

Domestic
Foreign

7
16

21
31

6
6

66
47

Wireless LAN connection in work spaces

Domestic
Foreign

10
23

22
28

4
9

64
40

Cloak service

Domestic
Foreign

26
30

19
23

5
4

50
43

Interview rooms

Domestic
Foreign

7
13

18
25

2
2

73
60

Exhibitor press releases in the Press Center

Domestic
Foreign

15
23

38
39

25
17

22
21

Free use of phones and faxes

Domestic
Foreign

21
45

16
18

1
2

62
35

Free use of the Internet

Domestic
Foreign

26
54

18
22

1
5

55
19

Parcel delivery service

Domestic
Foreign

34
49

15
14

3
2

48
35

Free drink and light refreshments service

Domestic
Foreign

41
57

31
28

11
4

17
11

Press briefing footage viewing services

Domestic
Foreign

17
26

24
32

1
2

58
40

Photographer desk service

Domestic
Foreign

12
26

16
16

1
2

71
56

Camera check / cleaning / battery charge service

Domestic
Foreign

15
29

15
14

1
1

69
56

Lounge space

Domestic
Foreign

17
29

39
42

15
7

29
22

Complete smoking ban in all indoor facilities

Domestic
Foreign

57
61

19
18

12
5

12
16

Press Lunch service

Domestic
Foreign

34
33

25
28

19
17

22
22

2) Comparison against the other six motor shows

Item

1st

2nd

3rd

4th

5th

6th

7th

Overall show

Domestic
Foreign

Frankfurt
Tokyo

Tokyo
Geneva

Detroit
Frankfurt

Geneva
Detroit

Paris
Paris

Shanghai
Shanghai

Beijing
Beijing

Exhibits

Domestic
Foreign

Frankfurt
Frankfurt

Tokyo
Tokyo

Detroit
Geneva

Geneva
Detroit

Paris
Paris

Shanghai
Beijing

Beijing
Shanghai

Special Events

Domestic
Foreign

Tokyo
Tokyo

Frankfurt
Frankfurt

Detroit
Detroit

Geneva
Geneva

Paris
Paris

Shanghai
Shanghai

Beijing
Beijing

Press briefings

Domestic
Foreign

Tokyo
Tokyo

Frankfurt
Detroit

Detroit
Geneva

Geneva
Frankfurt

Paris
Paris

Beijing
Beijing

Shanghai
Shanghai

Press center

Domestic
Foreign

Tokyo
Tokyo

Frankfurt
Detroit

Detroit
Frankfurt

Geneva
Geneva

Paris
Paris

Beijing
Beijing

Shanghai
Shanghai

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