Cluster analysis of those interested in "Fuel Efficiency"

First, let's look at the demographics of those interested in "fuel efficiency."

In terms of gender, more than 80% of the respondents were male relative to the total number of Internet users, indicating that the male ratio is very high. Men seem to be more concerned about "fuel efficiency" than women.

Of these, more than 60% are in the 20s to 40s age groups, indicating that these groups are highly interested in "fuel efficiency."

A relatively large number of households had annual household incomes of 10 million yen or more, and a wide range of households showed a high level of awareness for energy conservation.

Next, we conducted a cluster analysis of users interested in "fuel efficiency" based on the keywords they searched for. The results were classified into six clusters: "fuel efficiency calculation," "domestic manufacturers," "motorbikes/mopeds," "foreign cars," "hybrids," and "rental cars."

Next, among the six clusters, we focused on two distinctive clusters, "domestic manufacturers" and "foreign cars," and conducted further in-depth analysis using the online behavior analytics tool "story bank."

First, let's look at the gender and age of the "domestic manufacturers" cluster.

There is a high percentage of men in their 20s-40s, with these age groups accounting for more than half of the total cluster. In addition, those in their 50s were 3.4 points higher compared to all Internet users.

The proportion of males in the "foreign car" cluster increased even more, and approximately 80% of the respondents are in their 20s-50s. This suggests that "foreign cars" are more popular among men.

Next, let's look at what other genres of interest there are besides automotive vehicles.

Using "story bank," we can determine the interests of target online behavior group, based on the categories asked in the survey.

The "domestic manufacturers" cluster seems to be interested in domestic travel, motorcycles, and camping. They are very conscious of using their cars for outdoor activities and travel.

On the other hand, the "foreign cars" cluster seems to be interested in money/investment and digital devices. The high interest in sports (jogging, exercising at the gym, and other sports that they can do themselves) and wristwatches also suggests that they are conscious of investing in themselves.

Finally, let's look at which apps users in each cluster are interested in. This is also analyzed in the same way using "story bank."

The "domestic manufacturers" cluster was found to be characterized by the use of dating apps, such as "with" and "Pairs," manga apps, such as "Manga One" and "Magapoke," and low-cost smartphone-related apps, such as "LTE Line Status Checker" and "povo2.0."

The fact that many dating apps, manga apps, and low-cost smartphone apps are ranked in the list is likely due to the relatively young age group.

The "foreign cars" cluster often has investment apps, such as "SBI Securities" and "Nomura Stock," high on the list, indicating a strong interest in money. In addition, music-related apps, such as "Soundhouse" and "Sony," were ranked high, exhibiting a habit of listening to music on the daily.

We surveyed and analyzed the "fuel efficiency" interest group using the "story bank" online behavior analytics tool.

Based on the study, the following implications can be made regarding people that are interested in “fuel efficiency”:
・There is a high ratio of males
・The number of households with annual incomes of 10 million yen or more is relatively high

The results were further classified into six clusters: "fuel efficiency calculation," "domestic manufacturers," "motorbikes/mopeds," "foreign cars," "hybrid cars," and "rental cars." Among these, the "domestic manufacturers" and "foreign cars" clusters had a very high percentage of males, and approximately 80% of the respondents were in their 20s-50s.

Differences were also seen in the genres of interest and are reflected in the apps they use:
・The "domestic manufacturers" cluster is interested in domestic travel, motorcycles, and camping, and often uses apps for dating, reading manga, and low-cost smartphones.
・The "foreign cars" cluster is interested in wristwatches and digital devices, and have investment and music apps.

As seen from this study, there are many different backgrounds and personalities of people interested in "fuel efficiency." It is becoming increasingly important to accurately grasp the attributes, interests, and digital behavior of target user groups not only in the automotive industry, but for marketing activities across all industries. It is also important to flexibly address their needs and provide them with the necessary information.

Data from "story bank," an online behavior analytics tool, was used for this study. story bank is equipped with a dashboard that allows anyone to easily analyze consumer behavior and conduct research on target users in a short time without conducting surveys or collecting statistical data. Please click on the link below to request more information.