100 years after the Great Kanto Earthquake, 10 years of changes in consumer awareness of “disaster prevention”, access to disaster information on SNS, increase in earthquake insurance enrollment rate -From the latest data of 2023, Japan’s largest marketing data “ACR/ex”- | video research

・In the last 10 years120 earthquakes with a seismic intensity of 5-lower or higher nationwideoccurrence. The 2016 Kumamoto earthquake was the most frequent, with 33, and an average of 12 large-scale earthquakes occur each year. (Chart 3)
・As of 2011, about 30% had purchased earthquake insurance.By area, the highest area suffered the most damage in the Great East Japan Earthquake in 2011.“Sendai (38%)”It has become. (Chart 4)
・Looking at changes from 2014, “7 districts total (28% in 2011)” increased by 5 points. By district, 12 points in “Sapporo (28% in 2011)”, 9 points in “Kansai (31% in 2011)”, 7 points in “Northern Kyushu (26% in 2011)”, and 7 points in “Hiroshima (29% in 2011)” 5pt increase, etc.Earthquake insurance participation rate is high in various places。
The increase in subscription rates in Sapporo and northern Kyushu, in particular, was triggered by the 2016 Kumamoto Earthquake, in which a seismic intensity of 7 was observed, and the 2018 Hokkaido Eastern Iburi Earthquake, which made many people aware of the importance of preparing for major earthquakes. is thought to have an impact. (Chart 4)

From the survey results, it can be seen that diversifying media, such as media that capture disaster information and media that provide information to consumers, are permeating our lives.
September 1st is Disaster Prevention Day. This year, 2023, is also the year of the 100th anniversary of the Great Kanto Earthquake (1923). In order to live a safe and secure life in an environment where natural disasters such as floods caused by not only earthquakes but also typhoons and heavy rain occur frequently, it is important to take this as an opportunity to raise awareness of disaster prevention and take countermeasures, and to review the preparations at home. it might be.

Video Research will continue to strive to capture the awareness and changes of consumers for more enriching communication activities, and to help society and companies through research.

[Overview of ACR/ex survey]

1. Survey method Internet survey (ACR/ex survey ( )）
2. Target sampling method ARS (Area Random Sampling) * Random sampling of survey targets, designed with the entire market population including non-internet users
3. Survey area 7 districts (Tokyo 50 km area, Kansai, Nagoya, Northern Kyushu, Sapporo, Sendai, Hiroshima)
4. Survey period April-June 2014, April-June 2023
5. Survey target men and women 12 (junior high school students) – 69 years old
6. Number of people surveyed
   2014 survey: 7 districts total 10,500s

   (Tokyo 50km area 4,584s, Kansai 1,708s, Nagoya 992s, Northern Kyushu 785s, Sapporo 839s, Sendai 806s, Hiroshima 786s)
   2023 survey: 7 districts total 10,926s
   (Tokyo 50km area 4,805s, Kansai 1,770s, Nagoya 1,035s, Northern Kyushu 817s, Sapporo 824s, Sendai 850s, Hiroshima 825s)