copyright © 2006 nomura research institute, ltd. all rights reserved. the market and economy of...

Copyright© 2006 Nomura Research Institute, Ltd. All rights reserved.

The Market and Economy of OTAKU

Ken KITABAYASHI

Jan.23.2006


MOE-Art=Ukiyoe?popular appeal ／ colors ／ describeovermature of society ／ evaluation overseas

Hiroshige Utakawa 　「 Toto meisyo 　 Horikiri no hanasyobu 」 (ref.) Kaichiro MORIKAWA website


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


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


“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)


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.


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


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%)


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


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


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.)


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]

copyright © 2006 nomura research institute, ltd. all rights reserved. the market and economy of...

Documents

nomura research institute

otaku birth

people otaku

otaku stamps

definition of otaku

scale of otaku market

new image of otaku

present slide