[Toreluna Survey] Toilet Ads Viewed with 'Concentration' at About Twice the Rate of Other Media

'toreluna' operated by NextInnovation Inc. (Kita-ku, Osaka, Representative Director: Kenichi Ishii) provides sanitary napkins for free in toilet cubicles while deploying advertising and promotional media utilizing that space. Recently, an awareness survey regarding toilet advertisements was conducted targeting 4,315 toreluna users.

In this survey, it became clear that the toilet cubicle is not only a space where it is easy to concentrate on advertisements, but also a time to think about next actions such as upcoming plans, shopping, and meals. Notably, about 2 out of 3 people answered that they think about "meals and food" inside public toilet cubicles, showing a connection with decision-making regarding dining.

Survey Result Topics

<Toilet Ads are a Medium 'Viewed with Concentration'> More than half answered that they 'look with concentration' at toilet ads, about twice as much as other media. The toilet cubicle is an advertising contact point where it is easy to face information.

<About Half Consider Purchasing After Exposure to toreluna Ads> 47.1% of people answered that they 'have considered purchasing' products they saw on toreluna. An impact on purchasing behavior after ad exposure is visible.

<Thinking About the 'Next Action' in the Toilet Cubicle> What people think about in public toilet cubicles is mostly "about upcoming plans and schedules" (36.3%). This is followed by "about immediate shopping" (29.3%) and "about grooming and etiquette" (24.8%), making it a time to organize subsequent actions and choices.

<About 2 in 3 People Think About Food in the Toilet Cubicle> 65.3% of people answered that they 'often' or 'sometimes' think about meals and food in public toilet cubicles. It serves as a time to consider and choose regarding food, such as meal content and restaurant selection.

<The Toilet Cubicle is Also a Time to Face Health and the Body> 68.1% of people answered that they recall concerns about their health or body in the toilet cubicle. Precisely because it is a space where one can be alone, it is a time to reconsider one's own condition.

Survey Results Details

<Toilet Ads are a Medium 'Viewed with Concentration'> 53.4% of people answered that they look at toilet ads with 'more concentration', which is about twice the level compared to SNS ads (27.3%) and transit ads (24.0%), resulting in a particularly high score among multiple ad media. Because time spent in the toilet cubicle involves less contact with other information, it is considered a space where attention easily turns to ads.

<About Half Consider Purchasing After Exposure to toreluna Ads> Next, we asked if they had ever considered purchasing products they saw advertised on toreluna during subsequent shopping (supermarkets, drugstores, EC, etc.). 47.1% answered that they 'have considered it', showing a tendency where exposure to ads in the toilet leads to consideration towards purchase for about half of the users.

<Thinking About the 'Next Action' in the Toilet Cubicle> Furthermore, when asked what they think about while staying in a public toilet cubicle, it was found that they think about matters related to daily actions, such as "about upcoming plans and schedules" (36.3%) and "about immediate shopping" (29.3%). Also, in addition to awareness regarding one's own condition like "grooming and etiquette" (24.8%), a certain number of food-related answers were seen, such as "about the next restaurant to enter or what to eat" (16.2%), indicating that the toilet cubicle is used as a time to think about next actions and choices.

<About 2 in 3 People Think About Food in the Toilet Cubicle> Since a certain number of food-related answers were seen regarding what is thought about in public toilet cubicles, we asked in detail about the frequency of thoughts regarding meals and food when using public toilet cubicles. As a result, 65.3% answered that they sometimes think about food.

When asked more specifically what they think about or look up, many thoughts directly linked to specific purchases and store visits were seen, such as "thinking about what to eat" (52.9%), "worrying about price and cost performance" (39.2%), and "searching for restaurants" (33.0%). From these results, it became clear that the toilet cubicle is a time to think about considerations and choices regarding "food".

<The Toilet Cubicle is Also a Time to Face Health and the Body> 68.1% of people answered that they "sometimes feel concerns about their body or health" in public toilet cubicles, indicating that as a private space where one can temporarily be alone in daily life, it is a time that triggers awareness towards one's own body and health.

Understanding the "Mechanism" of Free Napkin Provision in toreluna Reaches About 70%

Finally, when asked about the mechanism by which toreluna realizes the free provision of sanitary napkins through the ad placements of advertising partners,