The Ministry of Finance published the results of a survey on the effectiveness measurement of government bond advertising conducted in FY2024, conducting comprehensive analysis through internet surveys and group interviews on the contribution to improving awareness of retail government bonds, evaluation of promotional tools, and potential for customer expansion.
Key Points
Trading Experience and Current Status of Retail Government Bonds
- Among those with financial product trading experience, retail government bond trading experience was low: "Variable 10-year" 11.9%, "Fixed 5-year" 7.4%, "Fixed 3-year" 5.5%
- Significantly lower compared to stocks at 77.9% and equity mutual funds at 58.8%, even below foreign currency assets at 28.9% and insurance products at 19.9%
- By gender, women have higher retail government bond trading experience rates than men, while for stocks, men exceed women by more than 16 percentage points
- By age group, those in their 60s and above had the highest "Variable 10-year" trading experience at 19.4%, more than 5 percentage points higher than the overall average
Future Trading Intentions and Market Expansion Potential
- Future trading intentions: stocks 72.4%, equity mutual funds 55.1%, compared to retail government bonds: "Variable 10-year" 10.6%, "Fixed 5-year" 6.8%, "Fixed 3-year" 6.0%
- Equity mutual fund trading intentions are higher among younger demographics, 5 percentage points higher than average for those in their 20s, and more than 10 percentage points higher for those in their 30s
- Retail government bond purchase experience: 19.7% of all respondents (987 people out of 5,000), with 80.3% (4,013 people) having no purchase experience
- By region, Hokkaido, Tohoku, and Shikoku show relatively higher retail government bond trading experience rates
Survey Implementation Overview and Analysis Methods
- Internet survey conducted August 26-29, 2024, targeting 5,000 people with financial product purchase experience
- Group interview survey conducted August 3-4, 2024, targeting sellers and general consumers
- Survey Research Center Co., Ltd. was contracted to conduct the survey, compiled into a detailed 247-page report
- Detailed analysis conducted by financial product purchase experience, gender, age group, and region
The article shows that retail government bonds have significantly lower awareness and trading experience compared to stocks and mutual funds, with particularly weak appeal to younger demographics, highlighting the need for effective advertising and promotional strategies.