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Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
The Market and Economy of OTAKU
Ken KITABAYASHI
Jan.23.2006
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
MOE-Art=Ukiyoe?popular appeal / colors / describeovermature of society / evaluation overseas
Hiroshige Utakawa 「 Toto meisyo Horikiri no hanasyobu 」 (ref.) Kaichiro MORIKAWA website
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
No longer we can’t call its scale a niche.
※ estimation of market scale based on consumption amount (Apr.2005)
Total amount of 12 fields, duplicated
population of population of OTAKUOTAKU
1.73 million1.73 million
Scale of Scale of OTAKU marketOTAKU market429 biliions429 biliions
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
Not only contents, but car, travel and so on.
418
1381
54812
2021
6125
55
0 10 20 30 40 50 60 70 80 90
comic, fanzineanimation
talentsgame
PCAV
portable IT devicescar
travelfashioncamera
train(billion yen)(billion yen)
※※estimated figure at presentestimated figure at present
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
“Definition of OTAKU” goes on…
””mania” ”corrector” have mania” ”corrector” have existed before.existed before.
Birth of the word, ”OTAKU”
Birth of the word, ”OTAKU”
stamps, coin,
antique, etc.
Train, pictures, etc.
PC game
animation, comic,
SF
1980s 1990s 2000s
Expand of coverage by overlap of person images
Expand of coverage by overlap of person images
Take root as word showing
choice strength
Take root as word showing
choice strengthReconstruction of the image of OTAKU
by ”MOE” boom
OTAKUOTAKUubiquitousubiquitous
(eccentrically-located(eccentrically-locatedOTAKU)OTAKU)
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
Consumption structure of “OTAKU” layer looks like stars around gigantic gravitational field.
the ideal model to aim the ideal model to aim atat
=infinite distance=infinite distance
①①Caught Caught at a at a
certain certain momentmoment
③③Turn around the Turn around the star near the star near the center early. Begin center early. Begin to emit energy in to emit energy in time.time.
②②Speed is Speed is gathered gradually gathered gradually
running around running around the ideal modelthe ideal model
Have an interest Have an interest strong against a strong against a certain genre, certain genre, cannot stop. so-cannot stop. so-called, “OD on”.called, “OD on”.
Consumption speed Consumption speed increase within increase within repeating consumption repeating consumption behaviorbehavior
Has a prejudice of Has a prejudice of him/her, pursues it and him/her, pursues it and begins to claim toward begins to claim toward outside.outside.
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
New image of OTAKU has come.Psychological and behavioral characteristics unique to OTAKU are shown by the following 6 factors.
Desire for Desire for common identitycommon identity
Desire Desire to collectto collect
Desire to be Desire to be stand outstand out
Desire to be Desire to be creativecreative
Desire to be Desire to be independentindependent
Desire Desire to belongto belong
• Want you to appreciate OTAKU • Want to increase the buddy of
hobby• Want someone to understand
myself
• Create originals• Remodeling by eisegesis
• Feel superior by collecting goods and icons
• Not satisfied unless collecting anything
• Want to judge based on my idea• Have the standard and the
interpretation of assessment in my own way
• If only likeable people understand me
• There is a conflicting part in the world of my hobby with public.
• Managing and writing to website
• Want to disseminate my opinion
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
New image of OTAKU has come.Images of 5 people OTAKU derived from psychological and behavioral characteristics are not necessarily correspond to old “OTAKU” and “type-AKIBA”.
Married closet Married closet OTAKU(25%)OTAKU(25%)
Fungirl OTAKUFungirl OTAKU(12%)(12%)
Going my way Going my way ‘traditional’ ‘traditional’
OTAKU (23%) OTAKU (23%) Information-sensitive Information-sensitive multi-OTAKU(22%)multi-OTAKU(22%)
Sociable OTAKU Sociable OTAKU seeking to be tough(18%)seeking to be tough(18%)
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
OTAKU and business
OTAKU layer with “enthusiasm”, “consumption” and “imagination” can be a laboratory to raise an innovation.
company
OTAKUGeneral user
①①segment-segment-market goodsmarket goods//service based on service based on a new concept a new concept firstfirst
④④segment-segment-market market arranging for arranging for massmass
③③Observe and Observe and absorb the absorb the consumptive consumptive method of method of mania and mania and OTAKU layerOTAKU layer
②②arrangement of arrangement of will or choicewill or choice
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
PC made by vender
PC sold by shop
Mania-PC
AT compatible machine
Tuner ( video recording)Cube bare bone
(small steel case)Water-cooled( silent)Pursuit of basic function
(high speed CPU、memory、high-capacity HDD、 highly-minute VGA)
2003/05
2001/spring1999~ 20001999
Downsizing, made a built-in liquid-crystal
Tele-PC Water-cooled PCPC-9801 age
Hard disc recorder
出所)画像は各メーカーH.P.
From AT compatible machine made by maker to Build to Order
caseHard disc recorder made by PC OTAKU
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
Changes of Akihabara
The past change is continuation change, the next Akihabara is continuous region of “PC, rosebud bum”.
Town of appliancesTown of electrical
and electronic partsTown of
rosebud bumTown of PC
▲Vendors piled up the expressway underpassby GHQ
High growthThree holy durables
▲Board PC ( 1978)
▲Character goods shop appeared at the radio hall( 1998)
Store composition
Electrical and electronic parts shop
Electrical and electronic parts shop
Appliances shop
Electrical and electronic parts
Appliances shop
PC shop
Electrical and electronic parts
PC shop
Appliances shop
Rosebud bum shop
Age
The excellent store which deal with previous commercialgoods will survive when the next age comes.
Base shop as a town (eatery, etc.)
Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.
If you’re interested…
「 Otaku Marketing 」
Attributed to NRI Otaku marketing calculation teamPrinted by Toyo Keizai inc.
「 Otaku Marketing 」
Attributed to NRI Otaku marketing calculation teamPrinted by Toyo Keizai inc.
Assistant chief consultant,Information and Communications Consulting Second SectionKen [email protected]