DENTSU SOKEN INC. Releases "Trending & Noteworthy Products 2014" Report

"2014 Consumer Choice Rankings: Hot Topics & Noteworthy Products"

1st Place : "Frozen"

DENTSU SOKEN INC. announced the "Consumer-Selected 2014 Hot Topics & Noteworthy Products Ranking" and the "Consumer-Selected 2015 Promising Products Ranking."

Both rankings were compiled based on an internet survey of men and women aged 20-69 nationwide, covering approximately 130 products and services selected through preliminary research. In addition to the "2014 Hot Topics and Noteworthy Products Ranking" based on "what was/is popular this year," a "2015 Promising Products Ranking" was created, focusing specifically on products consumers believe "will become popular in the future."

Top 20 Hot and Trending Products of 2014 Chosen by Consumers
　
 1st Place: Frozen (-)
 2nd Place: Talking "Yuru-chara" Mascots (10 ※)
 3rd Place: Tokyo Skytree (1)
 4th Place: Closed Communication Apps (LINE, etc.) (13)
5th Place: Yo-kai Watch (-)
6th Place: Smartphones (3)
7th Place: Real-Name Registration SNS (Facebook, etc.) (24)
8th Place: The Wizarding World of Harry Potter (USJ) (-)
9th Place: Convenience Store Premium Coffee (7)
10th Place: Robot Vacuum Cleaners (4)
11th Place: NHK Morning Drama Series (-)
12th Place: Sochi Winter Olympics (-)
13th Place: Hybrid Cars (2)
14th Place: Japanese Nobel Prize Winner (Blue LED) (-)
15th Place: Attack on Titan (22)
16th Place: Halloween Cosplay (60)
17th Tablet Devices (35)
18th Tomioka Silk Mill (- )
19th Premium Beer (- )
20th Kei Cars (16)
　
( ) indicates last year's ranking
※Last year ranked with "Regional Mascots"

Top 10 Promising Products of 2015 Chosen by Consumers

1st Place: Electric Vehicles (including fuel cell vehicles)
2nd Place: 3D Printers
3rd Place: Low-cost Smartphones
4th Place: Domestic Jet Aircraft
5th Place: 4K TVs
6th Place: End-of-life Planning
7th Place: Smartwatches
8th Place: Car Sharing
9th Place: Public Wi-Fi
10th Place: Wearable Cameras (Body-Worn Cameras) 2014was a year of tug-of-war between thriftiness and aggressive spending. While confidence in oneself and Japan was restored by the Abenomics-driven economy, the significant wave of the April consumption tax hike created this dynamic.

DENTSU SOKEN INC. interprets the underlying consumer sentiment behind these two rankings as follows: Many top-ranked items featured uplifting content. These gained support by offering a bright, comforting nudge forward—appealing to consumers who didn't want to return to the deflationary era but lacked the confidence to boldly move ahead. (Examples: "Frozen," "Talking 'Yuru-chara' mascots," "Yōkai Watch," "Halloween cosplay," "The Wizarding World of Harry Potter (USJ)").

Furthermore, Japan's sustained economic strength despite stagnant growth, the achievements of Japanese people abroad (e.g., the Sochi Winter Olympics, Japanese Nobel Prize winners (blue LED)), the global recognition of Japanese culture (e.g., Washoku, Tomioka Silk Mill), and the advancement of Japanese manufacturing (e.g., electric vehicles (including fuel cell vehicles), "Domestic jet aircraft," etc.) are enhancing Japan's presence both domestically and internationally. As a result, positive sentiment toward Japan is growing, along with a heightened desire to share this with the world.

Furthermore, futuristic technologies like lightweight wearable devices continue to emerge and permeate daily life. Technologies closely integrated into daily life, such as "3D printers" and "public Wi-Fi," are fueling expectations for life innovation.

Based on these two rankings, keywords indicating consumption trends for 2015 have also been announced.

Details
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/1127-003883.html

---

[Overview of Hot Topics/Product Survey]
・Survey Subjects: 1,200 individuals nationwide, aged 20 to 69
・Survey Period: November 7 (Fri) to November 10 (Mon), 2014
・Survey Method: Internet survey
・Survey Company: Dentsu Macromill Insight, Inc.
・Survey Content: For each of 130 products/services, respondents were asked: "Was/Is it popular this year?", "Will it become popular in the future?", "It isn't popular and won't be in the future", "I don't know"

・Survey Period: Friday, November 7,