Industry Trends: PayPay is Japan’s Favorite Mobile Payment Solution

According to the latest mobile payment survey by Z.com Engagement Lab, PayPay stands out across various brand metrics, including "brand awareness," "brand favorability," "consideration," and "preference to use." These data indicate that PayPay has achieved significant recognition and appeal among consumers, establishing itself as a leading brand in Japan's mobile payment market.

To gain deeper insights into consumers who prefer to use PayPay, we conducted a further analysis of the brand messages that this group values. According to Z.com Engagement Lab's brand message survey, there are 22 key indicators. In addition to the indicators that consumers subjectively express as important, we also used predictive models to analyze the key factors that genuinely influence their behavior and thoughts.

Brand Messages Consumers Consider Important

The top five brand messages that consumers consider most important are:

1. Reliable
2. Usable
3. Valuable
4. Consistent
5. Accessible

Derived Analysis: Brand Messages That Influence Consumer Purchasing Behavior

However, when further analyzed using models, the top five brand messages that truly influence consumer purchasing behavior or increase spending differ:

1. Reputable
2. Innovative
3. Famous
4. Valuable
5. Identifiable

This means that while consumers subjectively consider certain specific metrics important, the factors that actually drive their purchasing decisions are more related to the brand's reputation, visibility, innovation, or distinctiveness.

Derived Analysis: Brand Messages That Influence Consumer Trust and Favorability

Additionally, the model analyzed which brand messages can enhance consumer trust and favorability. The top five results are:

1. Quality
2. Communicative
3. Understanding
4. Positive
5. Consistent

From this analysis, it can be observed that there is a difference between the brand messages consumers believe they value and the factors that actually influence their behavior. Among consumers who are willing to prioritize using PayPay, increasing their purchasing and spending behavior should focus on enhancing the product’s reputation and distinctiveness. On the other hand, if the goal is to increase consumer trust and favorability toward the brand, priority should be given to improving product quality and consistency, while strengthening the connection to consumer needs.

Z.com Engagement Lab will continue to track the Mobile Payment market of the Japan public and update survey data, monitoring market trends and changes in consumer demand.