Hedge GuideMMDLabo Inc. conducted a survey in November 2022 to understand consumers’ perception of green IT companies in Japan. The survey was conducted among 10,000 men and women between the ages of 15 and 69 by MMD Research Institute, a mobile marketing agency operated by MMDLabo. The survey was limited to domestic IT companies, and the top 19 companies that came to mind when hearing “IT companies” were selected for the survey.
The results of the survey showed that NTT DoCoMo was the top choice for consumers as the domestic IT company with the most image as a green company, followed by NTT and Rakuten. By age group, NTT DoCoMo was the top choice for all generations, while LINE was the top choice for teens, Rakuten was favored by those in their 20s and 30s, and NTT was favored by those in their 40s to 60s.
In terms of consumers’ image of a green company, 18.4% of the respondents said that they “provide products and services that contribute to climate change issues,” followed by 15.5% who said that the company is “proactive towards a decarbonized society” and 14.2% who said that the company is “contributing to solving social problems.” The top companies that came to mind with these three items were NTT DoCoMo, followed by Rakuten and Softbank.
When asked which domestic IT company has the most “green company” image among the 19 domestic IT companies, 19% of the 4,712 respondents answered NTT DoCoMo, followed by NTT (12.3%) and Rakuten (11.4%).
It is interesting to note that NTT, which is a long-established company compared to others, has a higher recognition among the senior generation. However, with the recent merger between Z Holdings and its subsidiaries LINE and Yahoo, the ranking is expected to change in the future.
In conclusion, NTT DoCoMo is perceived as the top domestic IT company with the most image as a green company, according to the survey conducted by MMDLabo Inc. The survey provides valuable insights into consumers’ perception of green IT companies in Japan.
