Prosumer Report – iBody: The New Frontier (Japanese version)

PROSUMER REPORT – iBODY: THE NEW FRONTIER
Jun. 2015

2
About Prosumers
For more than a decade, Havas Worldwide has been tracking the roughly 15 – 25 % of consumers (not early
adopters) who are influencing trends and shaping mainstream markets around the globe.
%Consumers
15–25% 6–18 months
Mainstream market trend
Key Characteristics:
•  Embrace innovation
•  Constantly seek out information and experiences
•  Enthusiastic adopters of new media and technologies
•  “Human media” who transport attitudes and ideas
•  Marketing savvy and demanding of brand partners
•  Highly influential and sought-after for opinions and
recommendations

3
Research Design
Prosumer report is a series of publications based on the result of Havas’ global surveys. Our newest report
aims to examine shifting attitudes towards the body. Topics includes: perspectives on the body and physical
health, attitudes toward beauty, responses to technological advances and etc.
Survey
Scope

Objec.ve

To

examine
shi,ing
a.tudes
towards
the
body

Methodology

Online
survey
Target
respondents

• 
Total
10,131
people

• 
ages
18+

• 
in
28
markets

(Australia,
Belgium,
Brazil,
Canada,
China,
Colombia,
Czech
Republic,
Estonia,
France,

Germany,
India,
Ireland,
Italy,
Japan,
Latvia,
Lithuania,
Malaysia,
Mexico,
Netherlands,

Poland,
Portugal,
Saudi
Arabia,
Singapore,
South
Africa,
Spain,
UAE,
UK,
US)

Japan
sample

Total:
250
Gender
Age

Prosumer/Mainstream
Have/No
children
Male:
130

Female:
120
Age
18-‐34:
113

Age
35-‐54:
116

Age
55+:
21

Prosumer:
18*

Mainstream:
232

Have
children:
48

No
children:
202

Fieldwork
.ming

February
2015
Report
available
at

h_p://www.prosumer-‐report.com/blog/
* small base

4
1
2
3
4
Body Ownership
Body Perspectives
Emerging Trends
Moving into Hi-tech Age
5 Implication for Brands

5
Body Ownership1
My Parents
My Self
My Country
GodThe Universe

6
Body Ownership1
Total
Prosumer Mainstream

1 Myself 79% 83% 78%
2 My
parents
6%
6%
6%

3 The
universe
3%
0%
3%

4 God
3%
6%
3%

5 My
country
2%
0%
2%

6 Science

0%
0%
0%

7 None
of
these
8%
6%
8%

Who owns your body?
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Japan

7
Body Ownership1
1 Power 28%
2 None
of
these 24%
3 Anxiety
/worry 23%
4 Pleasure 14%
5 Happiness 13%
In Japan, Body is considered a
source of power
Source: Havas Prosumer Report – iBody:The New Frontier 2015 - Global

8
Body Perspectives2
Brazil Italy

Canada Lithuania
France Spain
Belgium China
Germany India
Poland UAE
Australia Japan
Malaysia Netherlands
Singapore UK
US
Czech
Republic Latvia
Portugal
Saudi
Arabia Estonia
Colombia Ireland
Mexico
•  We were able to identify three segmentations about how we view our individual body:The pleasure seekers,
The holistic enthusiasts,The functionalists.

•  How we feel about our physical selves depends to some extent on cultural background, and it is important
to note that every country contains a mix of the three perspectives.

9
Body Perspectives2
HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
be
fueled,
fixed,
and
perfected

ATTITUDES
TOWARDS
THE
BODY
•  Make
an
effort
to
a_ain
peak
performance

•  Looking
for
a
“miracle”
to
obtain
the
ideal

body,
and
rarely
sagsfied
with
the
outcome

•  Prefer
to
hide
as
much
as
possible
when
their

body
ideal
is
not
achieved

•  Emphasize
on
self-‐responsibility

THE FUNCTIONALISTSTHE HOLISTIC ENTHUSIASTSTHE PLEASURE SEEKERS
Body as a MachineBody as an Adventure Body as a Sacred Vessel
HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
be
fed,
cared,
and
nurtured

ATTITUDES
TOWARDS
THE
BODY
•  Take
a
more
holisgc
and
balanced
approach
in
life

•  Pay
a_engon
to
body’s
natural
cycle
and
are

generally
at
ease
with
their
bodies

•  Prefer
to
show
off
the
body
in
its
natural
state

•  Focused
on
prevengng
illness
rather
than
reacgng

to
theme

HOW
TO
TAKE
CARE
OF
THE
BODY
Body
is
to
relaxed,
pleased
and
celebrated
ATTITUDES
TOWARDS
THE
BODY

•  Value
pleasure
the
body
can
bring
above
all
else

•  Enjoy
acgviges
that
provide
fun,
amusement
and

excitement
for
body
and
mind

•  Appear
highly
sagsfied
with
their
bodies
no

ma_er
what
condigon
they
happen
to
be

•  No
t
afraid
to
gnker
with
nature
as
long
as
they

enhance
the
pleasure


10
Body Perspectives – Japan2
Effort for attaining peak performance is highly encouraged.

11
Japanese are rarely happy regardless of their ﬁtness level in reality.

Global Japan Australia UK Germany France
44% 25% 30% 32% 36% 47%
I’m satisﬁed with my current weight
% of population that is overweight or obese
Global
Japan Australia UK Germany France
29% 23% 67% 64% 60% 40%
Source 1: Havas Prosumer Report – iBody:The New Frontier 2015 – Global

Source 2: http://www.forbes.com/2007/02/07/worlds-fattest-countries-forbeslife-cx_ls_0208worldfat.html

12
The desire to become the CEO of your own health has grown considerably over the years.

1 in 5 Japanese says they are willing to have DNA analyzed
to ensure their body stay at its best.
30%

Prosumer Mainstream
28% 19%

13
Emerging Trends3
Emerging Trends

14
Emerging Trends – Fitness, Beauty, Simple Living3
We identiﬁed 3 trends that are rising around the globe, and they appear equally relevant for Japan.

Obsessed with being
physically ﬁt

Becoming more vulnerable
to beauty stress

Prefer a natural & sustainable
approach to living

15
3 Emerging Trends – Fitness, Beauty and Simple Living
“Most fat people are lazy”
“I prefer to spend time with people who are
physically ﬁt rather than overweight”
In Japan, millennials tend to have negative opinions about people who are overweight.

Total Age
18
-‐
34 Age
35
-‐
54 Age
55+
52% 58% 50% 38%
Total Age
18
-‐
34 Age
35
-‐
54 Age
55+
31% 39% 28% 5%

16
The beneﬁt of “perfect” body ! Conﬁdence!

Total Prosumer Mainstream Male Female
Be
more
ac.ve
34% 39% 34% 33% 36%
Be
more
outgoing 32% 39% 32% 29% 36%
How would your life be different if you had the “perfect body and looks”?

17
If you could change one part of your body, which one would it be?
My Face 16%

My tummy 12%

My legs 24%

My breasts 10%

My bottom 4%

My feet 4%

My back 2%

My Face 19%

My tummy 22%

My legs 5%

My feet 2%

My shoulders 5%

My hips 3%

My arms 2%

“I wouldn’t change any part of my body”

Male : 29% Female 18%

Total Male Female Age
18
-‐
34 Age
35
-‐
54 Age
55+
40% 35% 47% 46% 39% 19%
Total Male Female Age
18
-‐
34 Age
35
-‐
54 Age
55+
32% 29% 34% 33% 32% 24%
18
3 Emerging Trends – Fitness, Beauty, Simple Living
“The world would be a happier place if people weren't so
obsessed with physical beauty”
“As a society, we have lost sight of what true beauty is ”
People have grown weary of strict standards on beauty.


19
With the inﬂuence of Hollywood celebrities and the advancement of technologies, people fear that
“true beauty” is becoming standardized.

Total Prosumer Mainstream Male Female
32% 56% 30% 29% 35%

20
Although Japanese are not satisﬁed with how they look, they are unlikely to consider cosmetic surgery.

Total Prosumer Mainstream
57% 67% 57%
60% 67% 59%
37% 64%

21
3 Emerging Trends – Fitness, Beauty, Back-to-basics
Getting a good

night of sleep
23%

Exercising
22%

Eating healthfully
30%

Researching health matters online

40%

Overall Japanese prefer a simpler and more natural approach to health.

However, adding internet into the mix, a large percentage of the sample is more proactive in searching health
matters online – meaning that they have encountered conﬂicting advice about how to take care of their health.

22%

Taking vitamins

or supplements
21%

Body building

to gain muscles
Compared with a couple of years ago, are you doing each of these things more often?

22
3 Emerging Trends – Fitness, Beauty, Back-to-basics
Japan
Total Global

Total
Reduced
my
fat
intake 19% 44%
Reduced
my
sugar
intake 18% 48%
Dieted
to
lose
weight 17% 28%
Changed
my
diet
to
improve
my
looks 14% 28%
Started
a
new
exercise
regimen
14% 35%
Which of these have you done in the past year?
Among all the healthy lifestyle methods, low fat and low sugar diet are the most popular and most
agreed-upon approaches.

23
3 Emerging Trends – Fitness, Beauty , Back-to-basics
“My ideal body is the one nature gave
me and that I keep at its best through
natural means”
“My ideal body is enhanced by science
to always be at peak ﬁtness/
performance”
77% 61% 78%
Male Female
18
–
34 35
–
54
55+
72% 83% 69% 81% 100%
Total Mainstream
23% 22%
Male Female 35
ーー 54
55+
29% 17% 19% 0%
In terms of how to achieve their ”ideal body”, despite the overall trend of natural approaches,
prosumers and millennials have shown openness to scientiﬁc enhancement.


24
4 Moving into Hi-tech Age
Moving into Hi-tech Age

25
Some futuristic technologies are already a reality.

Three-person baby Drone-like nano particle

26
“If I had the option I
would chose to be a
Cyborg”
“I have had or am
considering cosmetic
surgery”
In Japan, millennials are the frontiers of body enhancement.

Total 18
-‐
34
35
-‐
54
55+
11% 15% 8% 0%
Total 18
-‐
34
35
-‐
54
55+
17% 23% 13% 9%

27
Technologies that allow people to monitor and maintain health are well perceived.

“Digital devices that monitor every
aspect of our physical health”
“Digital devices that monitor every aspect
of our mental health”
“A pill that lets people lose weight
quickly and safely”
38% 61% 45%
38% 56% 37%
36% 56% 35%
“A pill that lets people look 10
years younger”
28% 44% 26%
Maintaining is goodMonitoring is good
In general, would each of these developments be good or bad for society?

28
Although there are distinct differences among countries…

40%
“A pill that boosts the IQ of a fetus prior to birth”
42%
Good Bad

29
For most people, technologies that tinker with pre-birth human creation were not acceptable.

“The ability to “grow” babies outside a woman's body”
“A pill that lets a couple choose the sex of their baby prior to conception”
48% 61% 47%
44% 61% 42%
40% 56% 39%
Pre-birth Creation is bad
Total
57%
Total
51%
Total
53%
“A pill that lets a couple choose their baby's physical characteristics”

30
5 Implications for Brands
Implications for Brands

31
" Deliver health & beauty information tailored for you.
DHC

DNA Testing for Optimal Diet Plan
FiNC

Online diet coach service based on genetic testing and
lifestyle consultation

32
" Promote inclusive notion of beauty.
On y va

Fashion & lifestyle magazine targeting female 55+ year old

Pottya

Plus-size girl idol group

33
" Help attain peak performance.
Thync

The wearable device that uses ultrasonic waves to calm
or stimulate your body and mind

94Fifty

Smart sensor basketball technology that allows you to
target their practice through personalized, quantiﬁes skill
diagnostics

34
" Make it easier to monitor your physical and mental fitness.
BitBite

The wearable earpiece that contains a microphone, blue
tooth chip, and other sensors that track and analyze your
eating habits

Pip

The biosensor technology that monitor changes in your
stress levels in real time through pulse rate, skin
temperature and skin moisture

35
" Boost motivation for reaching fitness goals.
Charity Miles

An iPhone and Android app that tracks your distance and
enables you to earn money for charity while walking,
running and biking

kSafe

The smart phone connected lockable container that
turns temptation into motivation by locking them away
till you hit your activity goals

36
" Build fitness community.
The Pursuit by Equinox

The cycling class featuring in-studio gaming with data
visualization.The real-time performance stats are displayed
on screen to encourage participants to both work together
and compete against their neighbor riders

Meet Metro

An iPhone app equipped with GPS function, designed to
help marathon supporters meet their favorite runners
during Tokyo marathon 2015

Prosumer Report – iBody: The New Frontier (Japanese version)

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