First ASEAN Media Content Survey Results:
Average Age of Japan Content Fans in Thailand, Vietnam, and Indonesia is 30.3
Japan Content Fans in Thailand and Indonesia Score High in Japan’s Image Value
and Intention to Visit Japan

The Hakuhodo DY Media Partners Institute of Media Environment, located in Minato-ku, Tokyo, and headed by Masaki Mikami, has finished conducting its First ASEAN Media Content Survey. The survey targeted 500 people in each of three countries (Thailand, Vietnam, and Indonesia), and was designed to study various aspects of the media and content environment—including the status of Japan content fans, how Japan content is perceived, status of media contact, and more.

The survey results indicated that the average age of Japan content fans in the countries studied is 30.3. In terms of the attributes of this “Japan content fan” group, the study also found roughly equal numbers of men and women and a larger percentage of teens than any other age group in Thailand and Vietnam; in Indonesia, the group was scattered among all age groups and skewed towards relatively high income brackets. Surveys in Thailand and Indonesia returned high scores for Japan’s image value as well as the percentage of Japan content fans with an intention to visit Japan in the future.