Japanese Consumers Really Are Different

Japan often is looked to as a hothouse for new consumer electronics trends, especially in mobile, that migrate to Europe and then to the United States. There is much truth to that observation, but it is harder to explain why that might be the case.

Some observers would say Japanese consumers actually behave differently from consumers in other parts of the world. Consider that while Japanese companies remain major global players in flat-panel televisions, digital cameras and videogame systems, they have almost no presence outside of Japan in personal computers, mobile phones or home appliances, the Wall Street Journal reports.

Some analysts say a good part of the reason is that Japanese buyers are detail-oriented and prefer products packed with features. Furthermore, they will read thick instruction manuals from cover  to cover, and seem to prefer products made in Japan.

Most buyers outside of Japan expect new products to be simple and intuitive, and they are less concerned about a product's point of origin.

"The consumer in Japan thinks very differently than the global consumer," says Atul Goyal, an analyst at brokerage firm CLSA. "Once Japanese companies try to sell things to a global market, they need to understand how a global consumer reacts."

So it is something of a sea change that the Apple iPad seems to be resonating with Japanese consumers, as the iPad emphasizes ease of use.