7 in 10 Japanese consumers benefit from connected tech

Platforms like YouTube, Instagram, and TikTok are transforming shopping habits in the country.

Japan is leading the way in the hyper-connected era, with 70% of consumers saying that connected technologies make their lives easier, according to Circana'sThe Connected Consumer report.

Platforms like YouTube, Instagram, and TikTok are transforming shopping habits in Japan by integrating e-commerce directly into social media. With in-platform shopping links, users can move seamlessly from discovery to purchase, sparking impulse buys even when they're not actively looking to shop.

The report noted that one-third of global consumers are constantly connected to their devices, creating an opportunity for brands to build authentic communities through owned and user-generated content. This shift in consumer behavior is reshaping retail, giving brands the tools to stay ahead in a competitive market.

Japan, known for its tech-forward culture, continues to innovate, with technologies like voice recognition and augmented reality (AR) enhancing the shopping experience.

As 67% of Japanese consumers expect their lives to become even more connected, brands have a unique opportunity to leverage these trends for growth, the report said.