Japan: reason for troubles in keyword search on e-commerce sites 2023

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Around two in three Japanese online shoppers encountered a situation in which they were unsure of the keywords to enter when looking for a product on e-commerce sites, as revealed in a survey conducted in February 2023. The leading reason for encountering such a situation was when they did not know the product name, with 36.7 percent of respondents naming such an occurrence. The second common trigger, named by around 23 percent of respondents, was being unable to think of a keyword for the search query.

Leading occasions when online shoppers are unsure about the keywords to use for search queries on e-commerce sites in Japan as of February 2023

Characteristic	Share of respondents
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Release date

May 2023

More information

Region

Japan

Survey time period

February 3 to 4, 2023

Number of respondents

1,035 respondents

Age group

15-69 years

Special properties

respondents who have used online shopping websites in the past month

Method of interview

Online survey

Supplementary notes

Original question: "When searching for a product you are interested in purchasing, are you ever unsure of which keywords to enter in your search? When does that happen?"

Multiple answers were allowed.

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