The 39th Tokyo Motor Show 2005 Visitor Survey Results

General Public	Wheelchair Users
Visitors from Overseas	Members of the press

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General Public

1. Summary

1. 1) Visitor profile
   • The male-to-female ratio for visitors was the same as the previous show, while average age went up.
2. 2) Visit details
   • The top five sources of information for the Show were the same as the previous show. Among those, the number of people who "saw the Tokyo Motor Show website" rose slightly, and those who "heard about it from other Internet websites" also increased.
3. 3) Main purpose of visit
   • The number one and two main purposes of visiting were in the same order as previously.
   • Among special exhibits, visitors most wanted to see the "Special Exhibit to Commemorate the 50 Years of the Tokyo Motor Show."
   • More people were able to achieve their main purpose of visiting; the reason of "too crowded to really see well" for not achieving purpose of visit decreased significantly.
4. 4) Special events and measures
   • Positive reactions ("very satisfied" and "somewhat satisfied") toward the special exhibits were high overall.
5. 5) Extended dates and next show
   • Regarding the extended dates, 70% responded that "the length was good," while almost 30% indicated "would like it to be even longer."
   • Almost 90% expressed interest in attending the next "Integrated Show."

2. Survey Outline

Sample	Visitors between 15 and 69 years of age
Method	Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in
Period	Saturday, October 22 through Sunday, November 6 (16 general public days)
Sample extraction method	Stratified sampling method based on visitor observation data
Number of samples	1,615

3. Survey Results

1) Sample Attributes

(1) Gender

[Unit: %]

	39th Show	37th Show
Male	78.3	77.7
Female	21.7	22.3

(2) Age

[Unit: %]

	39th Show	37th Show
Lower (15 to 29 yrs)	32.4	38.7
Middle (30 to 49 yrs)	50.0	48.0
Upper (50 to 69 yrs)	17.6	13.3
Average age	36.7 yrs old	35.0 yrs old

2) Visit Details

(1) Number of visits to the show

[Unit: %]

	39th Show	37th Show
First visit	28.3	28.8
2 to 3 visits	30.0	31.2
4 to 5 visits	20.5	20.0
6 to 10 visits	13.3	13.0
11 to 15 visits	3.6	3.3
16 to 20 visits	1.7	2.0
21 visits or more	2.7	1.7
Average number of visits	4.53 visits	4.24 visits

(2) Source of information (Top 10)

[Unit: %]

	39th Show	37th Show
Saw magazine advertisement	25.1	29.5
Through the news on TV or radio	24.3	23.4
Saw the Tokyo Motor Show website	20.9	20.3
Saw newspaper advertisement	17.3	21.2
Heard from friends or acquaintances	17.0	22.0
Company or work-related	16.5	19.9
Saw newspaper or magazine article	16.0	19.6
Heard about it from other Internet websites	9.7	7.0
Saw transit advertisement such as hanging poster or poster above window	8.4	10.4
Saw poster or pamphlet	8.4	9.1

(3) Final source of transportation for reaching venue

[Unit: %]

	39th Show	37th Show
JR Keiyo Line	47.0	44.3
JR Musashino Line (direct)	4.3	5.9
JR Sobu Line	3.5	3.4
Keisei Chiba Line	1.1	0.9
Train total	56.0	54.6
Private Vehicle	37.7	38.9
Motorcycle	1.9	3.0
Bicycle	1.0	0.3
Walked	0.5	0.6
Other	2.8	2.8

(4) Time of entry at venue

[Unit: %]

	39th Show	37th Show
9:00 – 9:59	17.9	11.3
10:00 – 10:59	31.1	34.1
11:00 – 11:59	17.5	16.8
Total of visitor morning arrivals	66.6	62.2
12:00 – 12:59	12.2	12.1
13:00 – 13:59	7.1	10.8
14:00 – 14:59	6.6	7.3
15:00 – 15:59	5.1	5.4
16:00 and after	2.5	2.1
Average time of arrival	11:20	11:31

3) Purpose of visit

[Unit: %]

	39th Show	37th Show
To see specific vehicles	72.5	73.2
To learn about the latest technologies	35.9	35.8
To enjoy the show	27.6	30.3
To gather information for my work or studies	17.9	24.0
To learn about automobile parts	13.1	17.4
To see new special events	10.7	12.3
Other	4.8	4.2

4) Degree of achievement of main purpose of visit

[Unit: %]

	39th Show		37th Show
Fully achieved(+2)	27.8	90.2	24.1	87.2
More or less achieved(+1)	62.4		63.1
Can’t say( 0)	6.3		8.0
Not really achieved(-1)	3.1	3.5	4.3	4.8
Not at all achieved(-2)	0.4		0.5
Score (Weighted average of points above)	1.14		1.06

5) Reasons for not achieving main purpose of visit

[Unit: %]

	39th Show	37th Show
Too crowded to really see well	33.3	66.7
Couldn’t acquire explanations and/or information anticipated	28.1	17.4
Inadequate vehicles and/or parts that I wanted to see	22.8	24.6
Exhibits were not creative enough	10.5	11.6
Couldn’t sit in or touch some of the exhibited vehicles	8.8	14.5
Other	17.5	17.4

6) Intent to study for new vehicle purchase

[Unit: %]

	39th Show		37th Show
Definite intent(+2)	27.1	62.5	23.5	60.5
Moderate intent(+1)	35.4		37.0
Can’t say( 0)	14.3		13.6
Little intent(-1)	10.6	23.1	13.9	25.9
No intent whatsoever(-2)	12.6		12.0
Score (Weighted average of points above)	0.54		0.46

7) Degree of awareness/use of special events and measures

(1) Degree of use

[Unit: %]

	Actually used	Knew, but didn’t use	Didn’t know / didn’t use
Special Exhibit to Commemorate 50 Years of the Tokyo Motor Show	52.3	14.4	33.3
Clean Energy Vehicles Test Ride	5.6	43.8	50.6
Symposium	1.1	22.2	76.7
Carrozzeria Exhibit	42.6	21.9	35.5
Festival Park	9.5	23.7	66.8
Kids Motorcycle Sports School	1.1	29.3	69.6
TOKYO MOTOR SHOW QUICPay	1.7	12.9	85.4
Priority Seats	8.3	19.8	71.9

(2) Degree of satisfaction among users

[Unit: %]

	Very satisfied (+2)	Somewhat satisfied (+1)	Can’t say (±0)	Not very satisfied (-1)	Completely dissatisfied (-2)	NA	Score
Special Exhibit to Commemorate 50 Years of the Tokyo Motor Show	33.7	52.2	11.1	2.7	0.1	0.1	1.17
Clean Energy Vehicles Test Ride	44.0	40.7	11.0	3.3	1.1	-	1.23
Symposium	29.4	41.2	17.6	11.8	0.0	-	0.88
Carrozzeria Exhibit	31.3	50.0	15.4	2.8	0.3	0.3	1.09
Festival Park	38.6	45.8	14.4	1.3	0.0	-	1.22
Kids Motorcycle Sports School	22.2	38.9	27.8	5.6	5.6	-	0.67
TOKYO MOTOR SHOW QUICPay	48.1	44.4	7.4	0.0	0.0	-	1.41
Priority Seats	60.4	29.9	9.0	0.0	0.0	0.7	1.52

8) Feedback on 16-day length including three weekends

[Unit: %]

The length was good	71.2
Would like it to be even longer	27.1
Other	1.7

9) Desire to visit next “Passenger Cars & Motorcycles” show

[Unit: %]

Definitely want to visit (+2)	60.0	87.2
Want to visit (+1)	27.2
Not sure (0)	8.6
Don't really want to visit (-1)	3.2	4.1
Don't want to visit at all (-2)	0.9
Score (Weighted average of points above)	1.42

<*Ratio of males and females>

Year	Show	Format	Percentage of males	Percentage of females
2005	39th	Passenger Cars & Motorcycles	78.3	21.7
2004	38th	Commercial & Barrier-free Vehicles	74.8	25.2
2003	37th	Passenger Cars & Motorcycles	77.8	22.2
2002	36th	Commercial Vehicles	82.8	17.2
2001	35th	Passenger Cars & Motorcycles	77.7	22.3
2000	34th	Commercial Vehicles	82.3	17.7
1999	33rd	Passenger Cars & Motorcycles	78.2	21.8

Visitors from Overseas

1. Summary

Visitors to the Tokyo Motor Show from abroad accounted for 4.2% of total attendees. Among them, 80% were male. By area, Asia was top with 41%, followed by Europe with 22.2%. The largest ratio by country was Korea with 12.7%. Besides Korea, three other Asian countries were in the top ten: China, India, and Malaysia.

2. Survey Outline

Sample	Men and women from the general public, excluding exhibitors and organizers
Method	Survey takers interviewed, solicited opinions, and filled in a survey of people passing through the exit gates.
Period	Wednesday, October 26 through Tuesday, November 1 (7 general public days)
Sample extraction method	Random sampling of people passing through exit gates
Number of samples	17,953

3. Survey Results

(1) Attendance ratio/ Visitors from overseas

[Unit: %]

Japanese	95.5
Visitors from Overseas	4.2
Unknown	0.3

(2) Gender

[Unit: %]

Male	80.8
Female	19.2

(3-1) Attendance ratio/ Visitors from overseas on weekdays

[Unit: %]

Japanese	96.0
Visitors from Overseas	3.8
Unknown	0.2

(3-2) Attendance ratio/ Visitors from overseas on weekend

[Unit: %]

Japanese	95.0
Visitors from Overseas	4.7
Unknown	0.3

(4) Breakdown of foreign attendants by region (%)

[Unit: %]

Asia	41.0
Europe	22.2
North, Central America, and Caribbean nations	15.0
South America	13.4
Oceania	5.0
Northern Eurasia	2.5
Africa	1.0

(5) Breakdown of foreign attendance: top 10 countries

[Unit: %]

1	Korea	12.7
2	USA	10.3
3	Brazil	10.1
4	China	7.4
5	Germany	5.5
6	UK	4.8
7	France	3.7
7	India	3.7
9	Australia	3.6
10	Malaysia	3.0

Wheelchair Users

1. Summary

1. 1) Visitor profile
   • For the male-to-female ratio, males increased, while females decreased. Average age has dropped.
2. 2) Visit details
   • Regarding sources of information, "saw the Tokyo Motor Show website" and "saw magazine insert" were top.
   • The number of visitors entering from the East Gate (arriving by train) increased.
3. 3) Main purpose of visit
   • The top four main purposes of visiting were in the same order as previously.
   • Degree of achievement for main purpose of visit decreased slightly.
4. 4) Care for wheelchair users
   • Positive evaluations (extremely good and fairly good) of admission route and staff responsiveness decreased.
   • Positive evaluations of the barrier-free level in the venue increased.
5. 5) Special events and measures
   • Positive reactions ("very satisfied" and "somewhat satisfied" toward the special exhibits were very high overall. (Only three people experienced the Vehicle Test Rides)
6. 6) Desire to visit the next show
   • Almost 90% expressed interest in attending the next "Integrated Show," while zero said they wouldn't attend.
   • If a "Special Viewing" is held next time, almost 100% would like to attend.

2. Survey Outline

Sample	Male and female wheelchair users from the general public between 15 and 69 years of age
Method	Interviewed by staff after viewing exhibit, opinions solicited, and forms filled in
Period	Special viewing for people in wheelchairs at 1-6 PM Thursday, October 20
Number of samples	108 (Reference: Total number of wheelchair users: 327 / Total number of accompanying persons: 399)

3. Survey Results

1) Sample Attributes

(1) Age

[Unit: %]

	39th Show	37th Show
Lower (15 to 29 yrs)	16.7	12.6
Middle (30 to 49 yrs)	64.8	63.2
Upper (50 to 69 yrs)	18.5	24.2
Average age	39.9 yrs old	40.7 yrs old

(2) Place of residence

[Unit: %]

	39th Show	37th Show
Tokyo	27.8	27.4
Chiba	15.7	32.6
Saitama	13.0	7.4
Kanagawa	12.0	17.9
Greater Metropolitan area total	68.5	85.3
Kanto region total	77.8	88.4
Other than Kanto region total	22.2	11.6

2) Visit Details

(1) Source of information (Top 10)

[Unit: %]

	39h Show	37th Show
Saw the Tokyo Motor Show website	36.1	26.3
Saw magazine insert	33.3	－
Heard from friends or acquaintances	15.7	17.9
Saw magazine advertisement	13.9	12.6
Through the news on TV or radio	13.0	4.2
Saw newspaper advertisement	8.3	1.1
Heard about it from other Internet websites	6.5	8.4
Heard from automobile dealer or sales staff	4.6	5.3
Saw newspaper or magazine article	2.8	5.3
Company or work-related	2.8	6.3

(2) Entrance gates used

[Unit: %]

	39h Show	37th Show
West Gate	81.5	91.6
East Gate	11.1	4.2
Other	7.4	4.2

(3) Time spent at show

[Unit: %]

	39th Show	37th Show
Less than 2 hrs.	15.7	12.6
2 hrs. - 2 hrs. 59 min.	24.1	14.7
3 hrs. - 3 hrs. 59 min.	25.0	32.6
4 hrs. - 4 hrs. 59 min.	27.8	29.5
5 hrs. - 5 hrs. 59 min.	6.5	9.5
6 hrs. - 6 hrs. 59 min.	0.9	0.0
7 hrs. or more	0.0	1.1
Average time at show	3 hrs. 23 min.	3 hrs. 37 min.

3) Main purpose for visiting Tokyo Motor Show

[Unit: %]

	39th Show	37th Show
To see specific vehicles	83.3	80.0
To learn about the latest technologies	32.4	35.8
To enjoy the show	30.6	21.1
To learn about automobile parts	16.7	14.7
To gather information for my work or studies	14.8	8.4
To see the new special events	14.8	9.5
Other	2.8	5.3

4) Degree of achievement of main purpose of visit

[Unit: %]

	39th Show		37th Show
Fully achieved(+2)	22.2	86.1	36.8	90.5
More or less achieved(+1)	63.9		53.7
Can’t say( 0)	7.4		5.3
Not really achieved(-1)	6.5	6.5	4.2	4.2
Not at all achieved(-2)	0.0		0.0
Score (Weighted average of points above)	1.02		1.23

5) Degree of awareness/use of special events and measures

(1) Degree of use

[Unit: %]

	Actually used	Knew, but didn’t use	Didn’t know / didn’t use
Special Exhibit to Commemorate 50 Years of the Tokyo Motor Show	47.2	21.3	31.5
Clean Energy Vehicle Test Rides	2.8	67.6	29.6
Carrozzeria Exhibit	37.0	34.3	28.7

(2) Degree of satisfaction among users

[Unit: %]

	Very satisfied (+2)	Somewhat satisfied (+1)	Can’t say (±0)	Not very satisfied (-1)	Completely dissatisfied (-2)	Score
Special Exhibit to Commemorate 50 Years of the Tokyo Motor Show	29.4	64.7	5.9	0.0	0.0	1.24
Clean Energy Vehicle Test Rides	The three who rode commented respectively, "very satisfied," "somewhat satisfied," and "can't say"
Carrozzeria Exhibit	27.5	55.0	17.5	0.0	0.0	1.10

6) Care for Wheelchair Visitors

(1) Evaluation of entrance gate staffing and response

[Unit: %]

	39th Show		37th Show
Extremely good(+2)	31.5	77.8	50.5	88.4
Fairly good(+1)	46.3		37.9
Can’t say( 0)	12.0		4.2
Not very good(-1)	10.2	10.2	7.4	7.4
Not good at all(-2)	0.0		0.0
Score (Weighted average of points above)	0.99		1.32

(2) Barrier-free level in the venue

[Unit: %]

	39th Show		37th Show
Extremely good(+2)	22.2	77.8	27.4	71.6
Fairly good(+1)	55.6		44.2
Can’t say( 0)	8.3		9.5
Not very good(-1)	12.0	13.9	17.9	19.0
Not good at all(-2)	1.9		1.1
Score (Weighted average of points above)	0.84		0.79

7) Desire to visit next “Passenger Cars & Motorcycles” show

[Unit: %]

Definitely want to visit (+2)	65.7	93.5
Want to visit (+1)	27.8
Not sure (0)	6.5
Don't really want to visit (-1)	0.0	0.0
Don't want to visit at all (-2)	0.0
Score (Weighted average of points above)	1.59

8) Desire to apply for the next show's special viewing for people in wheelchairs

[Unit: %]

Definitely want to visit (+2)	88.0	98.2
Want to visit (+1)	10.2
Not sure (0)	1.9
Don't really want to visit (-1)	0.0	0.0
Don't want to visit at all (-2)	0.0
Score (Weighted average of points above)	1.86

Press Center Users

Over the two press days (October 19-20), a total of 13,300 members of the press (10,000 domestic and 3,300 foreign) visited the show, of which 8,264 (6,009 domestic and 2,255 foreign) made use of the Press Center. A questionnaire was sent online to members of the press after the show and they were asked to rate the Press Center facilities and services and compare the show against motor shows in other countries.

• Coverage: Press Center users
• No. of Respondents: 817 in total (702 domestic, 115 foreign)

Press Center facilities and services

Item	Satisfactory	Adequate	Unsatisfactory	Didn't use/NA
Overall assessment Domestic Foreign	34% 53%	39% 37%	6% 4%	21% 6%
Number of seats in the Press Center Domestic Foreign	7% 19%	30% 40%	32% 31%	31% 10%
Number of installed computers Domestic Foreign	4% 13%	18% 40%	13% 20%	65% 27%
Number of LAN cables Domestic Foreign	4% 19%	17% 33%	15% 17%	64% 31%
Connection speed Domestic Foreign	7% 37%	23% 38%	4% 3%	87% 22%
Wireless LAN connection in work spaces Domestic Foreign	5% 23%	18% 28%	7% 10%	70% 39%
Number of lockers installed Domestic Foreign	12% 34%	27% 33%	19% 10%	42% 23%
Interview rooms Domestic Foreign	4% 9%	23% 23%	4% 2%	69% 66%
Exhibitor press releases in the Press Center Domestic Foreign	9% 22%	32% 36%	28% 18%	31% 24%
Free use of phones and faxes Domestic Foreign	15% 33%	17% 26%	3% 4%	65% 37%
Free use of the Internet Domestic Foreign	17% 44%	18% 29%	3% 3%	62% 24%
Parcel delivery service Domestic Foreign	29% 43%	14% 17%	2% 6%	55% 34%
Free drink service Domestic Foreign	43% 57%	25% 24%	3% 1%	29% 18%
Press briefing footage viewing services Domestic Foreign	15% 26%	22% 24%	1% 2%	62% 48%
Photographer desk service Domestic Foreign	8% 17%	15% 18%	2% 3%	75% 62%
Camera check / cleaning / battery charge service Domestic Foreign	10% 23%	10% 10%	3% 4%	77% 63%
Lounge space Domestic Foreign	11% 28%	33% 44%	19% 10%	37% 18%
Complete smoking ban in all indoor facilities Domestic Foreign	44% 61%	17% 10%	15% 6%	23% 23%
Hot Spot Wireless LAN service Domestic Foreign	8% 24%	15% 17%	2% 4%	75% 55%
Press Lunch service Domestic Foreign	26% 25%	24% 30%	12% 10%	38% 45%

Comparison against the Other Four Motor Shows (Frankfurt, Geneva, Paris and Detroit)

Item	1st	2nd	3rd	4th	5th
Satisfaction with a whole show Domestic Foreign	Frankfurt Tokyo	Tokyo Geneva	Detroit Frankfurt	Geneva Detroit	Paris Paris
Exhibitions Domestic Foreign	Frankfurt Frankfurt	Tokyo Geneva	Detroit Tokyo	Geneva Detroit	Paris Paris
Special Events Domestic Foreign	Tokyo Tokyo	Frankfurt Geneva	Geneva Frankfurt	Paris Detroit	Detroit Paris
Press briefings Domestic Foreign	Tokyo Detroit	Frankfurt Tokyo	Detroit Geneva	Geneva Frankfurt	Paris Paris
Satisfaction with the Press Center Domestic Foreign	Tokyo Tokyo	Frankfurt Detroit	Detroit Frankfurt	Geneva Geneva	Paris Paris