On Tuesday, March 4, 2025, the Brand Research Institute announced the results of the 8th Antenna Shop Usage Survey 2025. The survey was conducted from October ~ November 2024 at 34 antenna shops nationwide in Tokyo, and surveyed 20,000 men and women aged 20 ~ 79 living in the Tokyo metropolitan area. (Figure: Antenna Shop Usage Survey 2025, Brand Research Institute)
■ Antenna shop popularity ranking No. 1 and No. 2 are Hokkaido and Okinawa, and No. 3 is Miyagi, which has closed.
In the annual store visit rate ranking, it ranks 1st " Hokkaido Dosanko Plaza (Yurakucho) was 9.50%, and "Okinawa Ginza Wasita Shop Main Store" (Yurakucho in second place) was 3.52%, and as in previous years, shops in Hokkaido and Okinawa occupied the top positions. Both stores are currently located in the same building (Tokyo Kotsu Kaikan).
A surprising ranking was made by the third place, " Miyagi Furusato Plaza (Ikebukuro / at the time of the survey) recorded 3.20%. The store closed in December 2024 and will continue to operate for a limited time in Japan Kayabacho from January 28, 2025.
■ Usage of the Antenna Shop
According to the survey, 27.8% of the respondents had visited at least one antenna shop in Tokyo in one year (visit rate), a slight decrease from the previous 31.0%. On the other hand, 3.5% of repeat visitors visited "once a week or more," up from 2.7% in the previous survey.
In addition, the number of annual visits increased to 5.31 per person (4.68 times in the previous year). In addition, the number of visits per year for experienced visitors has reached 19.1, which is calculated to be used more than once a month. The research company analyzes that 'the tendency to repeatedly visit a specific store is increasing.'
■ Increased use by young people, especially men in their 20s
In terms of annual visits by age group, those in their 20s had the highest number of visits at 9.05, followed by those in their 30s (7.42), those in their 40s (4.88), those in their 50s (2.23) and those in their 60s (2.43). In particular, 38% of men in their 20s purchased "rice and processed rice products," which exceeded 22.5% of men in their 30s. The research company analyzes that "antenna shops have a wide range of products for singles, such as small packaged rice and packed rice."
■ The antenna shop is also a base for obtaining tourist information.
The antenna shop is used not only to sell special products, but also as a place to obtain tourist information. In the survey, 17% of users responded that they collect tourist brochures and tourist information in the store. As many as 11.2% of the respondents brought back pamphlets and information about municipalities that are generally difficult to obtain. The research company analyzes that "while the number of travel agency counters is decreasing, antenna shops are also functioning as a base for obtaining tourist information."
This time, " The 8th Antenna Shop Usage Survey 2025 The Brand Research Institute is a research company that publishes the "Prefectural Attractiveness Ranking" every year.
