Bruchsal, Germany, May 21, 2014 – GfK publishes a first-ever study on the distribution of purchasing power in Japan. The associated data on the average net income of the population is available for Japan's prefectures and municipalities. GfK also offers seamlessly fitting digital maps to support geographic market analyses in the Japanese market.

GfK forecasts a total purchasing power of approximately €2,070 bil. for Japan's population in 2014. This equates to an average disposable per-capita income of €16,235 for Japan's 127.5 mil. inhabitants. This amount is available to cover all expenses related to consumer purchases, traveling, energy costs and rent. Purchasing power is a region-sensitive measurement of the average consumer potential of the population at the place of residence. Purchasing power is provided in nominal values and in euros, which makes it possible to carry out international comparisons.

At the level of Japan's prefectures, purchasing power levels range from 30 percent above the national average in Tokyo to 20 percent below the national average in the prefecture of Akita in the northwest of Honshu island.

Top 5 prefectures according to per-capita purchasing power

A stark regional divide is apparent at the nation's municipal level, ranging from 160 index points in Chiyoda-ku to just over half the national average in Shingou-mura. The 47,400 inhabitants of Chiyoda-ku (€26,223 per capita) have on average more than three times the purchasing power of their 2,800 compatriots in Shingou-mura (€8,687 per capita).

Top 10 municipalities based on per-capita purchasing power

Per-capita purchasing power is an average value obtained by dividing the total purchasing power of a given region by the number of inhabitants. The purchasing power per household is obtained by dividing the total purchasing power by the number of households. Japan's average purchasing power per household is €39,698. This is almost two-and-a-half times the per-capita value.

About the study

GfK Purchasing Power is defined as the sum of the net income of the population, measured at the place of residence. Purchasing power figures take into account income related to self- and non-self employment as well as capital gains and government subsidies, such as unemployment assistance, child benefit and pension contributions. Expenditures related to living expenses, insurance, rent and associated costs such as utilities (gas and/or electricity), clothing and savings plans have to be covered by this sum. Sources for the calculation of purchasing power include Japan's official bureaus of statistics, income tax statistics and forecasts by economic institutes. GfK first calculated purchasing power in 1937 in Germany.

The number of inhabitants and households at the municipal level were calculated using data from the most recent census. The consequences of the 2011 earthquake in Japan were taken into account to the extent possible.

No data is provided for the following municipalities due to (partial) closures related to the nuclear catastrophe: Futaba-machi, Hirono-machi, Iitate-mura, Katsurao-mura, Kawauchi-mura, Namie-machi, Naraha-machi, Ookuma-machi, Tamura-shi and Tomioka-machi.

Applications

The regional GfK purchasing power data serves as an important planning basis for sales and marketing endeavors among companies from a diverse range of branches. These applications require a realistic depiction of the regional distribution of purchasing power. The focus of the study is consequently not on tracking data trends over the years, but rather on providing a prognosis that reflects this regional distribution. We therefore expressly advise against comparing current figures with data from previous years.

Cartographic basis for geoanalyses

Digital maps are the foundation for geomarketing and business intelligence analyses in sales, marketing and expansion endeavors. The GfK Japan Map Edition 2014 renders the latest boundaries for all of the nation's 47 prefectures, 1,893 municipalities and 948 three-digit postcodes. The map edition also includes topographic maps of streets, bodies of water and city points organized by number of inhabitants.

Up-to-date and detailed digital maps of administrative and postcode boundaries comprise the basis of analyses of company data and market potential as well as many business and location intelligence applications. In addition to data on market potential such as purchasing power, regional company data such as turnover figures can also be analyzed for each location of interest.  Regionally displaying and analyzing this data reveals any gaps in market coverage and pinpoints high-potential areas for expansion as well as marketing and sales endeavors.

GfK's maps of Japan are part of the largest collection of digital administrative and postcode maps available on the market.

Additional information
on GfK's market data and digital maps can be found at www.gfk.com/marketdata and www.gfk.com/maps.

Illustrations
Print-quality illustrations can be found at www.gfk.com/Documents/News/2014/japan.zip

About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK's 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices. 

Additional information can be found at www.gfk.com



Contact:

Cornelia Lichtner
Public relations
T: +49 7251 9295 270
F: +49 7251 9295 290
cornelia.lichtner@gfk.com