1st Issue 2024
(January 16th, 2024)

Research On Smartphone Usage and Travel Consumption (2023)
Private communications are moving to messengers and chats.
The use of social media as an information source is a remarkable trend.

⚫
⚫

Messenger and chat applications rank 1st place as the most used apps on smartphones. Email apps
come in 3rd place (71.7%) and the phone function comes in 4th at 64.5%. All of them have largely
decreased usage when compared to data in 2019.
Users get the latest information from words that have surged in popularity, retweets and reactions fromfriends.

―

―

⚫
⚫

Popular social media apps include LINE, YouTube, and Instagram. Both Instagram and
TikTok increased by more than 10 points since 2019 and the demographic of their users
has also widened in scope.
A total of 45.8% of people have changed their habits for a smartphone game.
――

72.7% of men in the 30’s, 63.3% of men in their 20’s (29 years old and younger)
33% of men 29 years of age and younger have played or watched esports⚫

There is an increase of buying travel-related reservations on smartphones (such as
tickets for transportation and events). Accommodations and related facilities continue torise in trends.

⚫

Will AI services regarding travel change from “before traveling” to “while traveling?”―

This latest survey reveals an increase of “I can consult when I don't know something during my trip,” and“Solo traveling is easy because AI helps me in many ways.” when compared to the 2019 survey.

JTB Tourism Research & Consulting Co. (HQ: Shingawa-Ku, Tokyo, President and CEO Yoshihito Kazama,
hereby referred to as “JTB”) conducted “Research On Smartphone Usage and Travel Consumption (2023).” Thissurvey has been conducted annually from 2013 to 2019, with 2023 being the eighth reiteration – four years
since the last one in 2019. Our firm continually conducts research and analysis on how people’s lifestyles andvalues impact and influence consumer behavior and travel.
The survey conducted in 2019 revealed that social media has been moving away from a method ofcommunication to a place to gather information, and that trend was further highlighted in 2023’s results.
In addition, Chat GPT and other hot-topic AI services continually improve their technologies and further
become more widely adopted – we are seeing how those services are changing in travel.
This survey aims to capture hints of future changes in lifestyles and travel behavior by continuously examining
smartphone usage and people's attitudes and consciousness.

~ 1 ~Summary of Survey
Method: Online survey
Dates Surveyed: November 2nd to November 3rd, 2023
Targeted Audience: (Screening) Men and women ages 18 to 69 (for a total of 10,000 people) who live in theTokyo and capital region, Nagoya and its surrounding areas, and Osaka and its surrounding areas. Upon
screening the answers from participants of the main survey, we found out that 1,030 people have gone travelingat least once within the past year for domestic travel (including day trips), using their smartphones for private
travel.
Actual Usage Study Cases of the Internet and Smartphones
1. Private communications are moving to messengers and chats. The use of social media as an
information source is a remarkable trend.
The usage of the phone and email function on smartphones has greatly decreased since the survey was lastconducted in 2019. Private communications are now mainly on messenger and chat applications.
Furthermore, summary sites lost 8 points since 2019 (figure 1). People are now using the internet for their news,
while both physical and digital versions of newspapers are in decline (figure 2). On the other hand, users are
getting news from the internet from words that have surged in popularity, reposts, and reactions from friends(figure 3). The survey conducted in 2019 also showed social media being used as a communication tool at firstbut gradually changed to a medium for collecting information and media. Current trends also show that social
media is not just used for consumer affairs, but current affairs as well.
(Figure 1) Apps Most Frequently Used on Your Smartphone (Multiple Answers)
Increased 8 points +90% 85.5

Decreased 8 points 77.2

80%

71.7
70%

64.5

62.6

61.1

60.6

60.3

60%

2023（1030）

2019（980）

2018（1030）

58.9
51.4

50%

48.4
44.3
39.0

40%

31.6
30%

25.0

24.3
19.3

20%

12.4

11.7

Online contents

Blog

15.0

10%
0%

Restaurant guideNews appBook app

TV, MovieGame app

Music app

Image posting site

Online shop

SNS

Video sharing site

CameraRout search

Online news

Map app

Telephone

Email

Search engine

Messaging app@JTB Tourism Research & consulting~ 2 ~（Figure 2）（Figure 3）

JTB Tourism Research & Consulting

JTB Tourism Research & Consulting

News that I often read
80%

News Sources

100%

100%

2023(1030)

68.6
63.5

2019（980）

2018（1030）

2023（654）79.1

2017（1030）

2019（672）

2018（768）2017（771）

80%

60%

60%
36.2
27.9

40%

18.9

14.2
11.6

20%

5.5
3.2

40%

29.1

29.7

12.1

2.4 1.2

8.6

20%

0%

16.8

5.4

11.8

I don't read any
news

2.0

OthersOnlinebookmark

Retweets

Trend words

5 channel

Gnocy

SmartNews

LINE News

GoogleYahoo!

Buy newspaper
at a store

News appsubscription

Free news app

News paper
subsctiption

Online news

1.4

0%

2. Popular social media apps include LINE, YouTube, and Instagram. Both Instagram and TikTok increasedby more than 10 points since 2019 and the demographic of their users has also widened in scope.
The main social media apps and video uploading sites included LINE, YouTube, Instagram and X at the top. Both
Instagram and TikTok increased by 10 points since the 2019 survey, and the demographics of its users has widen in
scope. On the other hand, Facebook sees a decline 10 points since 2019 – although women in their 60’s are using thesite more, both men and women in their 50’s and under are not using the site as much (table 1).
(Table 1) Main Social Media and Video Upload Apps Used on Smartphone (Separated by Age and Gender)(Multiple Answers)

JTB Tourism Research & Consulting Co.

LINE

YouTubeX（旧Twitter）

Facebook

2023

2019

2018

2023

2019

2018

2023

2019

2018

Total（1030）

89.5

89.6

83.7

71.1

64.2

60.7

50.3

41.6

40.1

Men Under 30（103）

85.4

93.9

93.2

80.6

87.8

81.6 ↑ 80.6

70.4

72.8

Men 30s（103）

91.3

88.8

75.7 ↑ 89.3

77.6

66.0 ↑ 68.9

56.1

47.6

Men 40s（103）

85.4

85.7

77.7

72.8

68.4

64.1 ↑ 50.5

38.8

40.8

Men 50s（103）

83.5

83.7

68.9

65.0

59.2

56.3

43.7

34.7

30.1

Men 60s

85.4

76.5

72.8

52.4

49.0

52.4

26.2

17.3

30.1

Women Under 30（103）

95.1

99.0

97.1 ↑ 89.3

78.6

75.7

77.7

77.6

75.7

Women 30s（103）

92.2

95.9

92.2

71.8

66.3

65.0 ↑ 59.2

38.8

37.9

Women 40s（103）

93.2

94.9

88.3 ↑ 71.8

57.1

55.3

35.0

32.7

Women 50s（103）

90.3

91.8

89.3 ↑ 63.1

50.0

55.3

40.8

Women 60s（103）

93.2

85.7

81.6

48.0

35.0

20.4

2019

Instagram
2018

2023

2019

Tik Tok
2018

2023

2019

2018

4.1

3.0

↑

25.2

37.3

38.3 ↑ 50.6

38.7

33.6 ↑ 17.7

↑

17.5

40.8

48.5 ↑ 63.1

52.0

49.5 ↑ 33.0

6.1

15.5

↑

37.9

50.0

50.5 ↑ 50.5

36.7

26.2 ↑ 23.3

10.2

4.9

↑

26.2

40.8

42.7

35.9

29.6

21.4

10.7

6.1

0.0

↑

26.2

41.8

32.0

26.2

26.5

28.2

11.7

3.1

0.0

30.1

32.7

35.9 ↑ 23.3

12.2

23.3 ↑ 12.6

1.0

0.0

↑

10.7

46.9

55.3 ↑ 88.3

77.6

79.6 ↑ 36.9

7.1

6.8

↑

54.4

2023

29.1

46.9

44.7 ↑ 75.7

61.2

50.5

13.6

4.1

1.9

29.1

30.1

24.5

32.0 ↑ 60.2

40.8

21.4 ↑ 16.5

1.0

1.0

36.7

29.1

22.3

31.6

30.1 ↑ 51.5

34.7

25.2 ↑ 13.6

2.0

0.0

13.3

7.8

22.3

17.3

11.7 ↑ 31.1

15.3

10.7

0.0

0.0

4.9

Note: The red arrows pointing upwards indicate an increase of 10 points since 2019, while the blue arrows pointing downward
indicate a decrease of 10 points since 2019.

3. Search engines in 1st place and map applications come in 2nd place for apps that people want tocontinually use. Map applications are not used just for searching locations and navigation but also forfinding stores, restaurants and taking notes.
Next, we asked participants which applications they would like to continue to use. While search engines came in 1stplace, map applications came in 2nd place (figure 4). We asked them how they used the map applications and they
responded with “Searching for places I want to go” (83.7%), “Navigation” (63.0%), “Finding out stores and restaurants
on the map” (30.5%), “Finding restaurants around the destination” (23.4%), and “Bookmarking to make note that I wantto visit that place” (12.1%). These results show that map applications are used in a variety of ways (figure 5).

~ 3 ~(Figure 4) Applications You Want To Continue Using (Multiple Answers)
JTB Tourism Research & Consulting

100%

Men Under 30（103）

Men 30s（103）

Men 40s（103）

Men 50s（103）

Men 60s

Women Under 30（103）

Women 30s（103）

Women 40s（103）

Women 50s（103）

Women 60s（103）

Total（1030）

80%

63.7

62.9

59.0

51.2

48.3

47.0

News

51.3

Reward points

53.8

Camera

54.0

Mail

55.1

60%

40%

20%

0%

Video sharing

Messaging

Rout search

Whether
forecast

Map

Search engine(Figure 5)

Usage of the map applications

JTB Tourism Research & Consulting
100%

83.7
80%

65.0

60%

30.5

40%

Men Under 30（103）

Men 30s（103）

Men 40s（103）

Men 50s（103）

Men 60s

Women Under 30（103）

Women 30s（103）

Women 40s（103）

Women 50s（103）

Women 60s（103）

Total（1030）

23.4
7.2

6.3

3.7

0.3

I share my location.

I look forrestaurants andshops at thelocation I want tovisit

Others10.6

I place a pin onplaces I've actually
visited and leave arecord of my visit
there.

12.1

20%

0%

I look at reviews
and write reviews
myself too.

I make lists of theseplaces and sharethem with myfriends.

I look up shop andrestaurant
information bylooking on themaps.

When I find a place
I want to visit, I put
a pin on a map as amemo for myself.

I use navigation to
go to places I wantto visit.

I look up places I
want to go to andcheck them out.

Activities or Things That Have Increased or Decreased in Your Daily Life Compared to Three Years Ago

4. Activities or things that have increased compared to three years ago include: “cashless payments,”“buying things online,” “on demand streaming video,” “online meetings,” “working from home,” and“spending more time on laundry and cleaning the house.”
Our daily lives have changed tremendously since COVID-19 hit the world back in 2020, but there are manythings that haven’t changed and things that have changed but went back to its former state. With this, we asked
participants what activities or things increased for them and activities/things that decreased for them in the past
three years.
At the top of the rankings, “cashless payments,” “buying things online,” and “on demand streaming video”
increased for participants.

~ 4 ~As the previous survey revealed, “learning about the latest topics on the internet” and “private communications
on LINE or other messengers” has increased in numbers.
In addition, we can see that the digitalization of society continues as online meetings have become morecommonplace. Work styles now include an increase of working from home, and since more people are staying at
home – there’s been an increase of time spent doing laundry and cleaning the house.

(Figure 6)

Increased, started

Decreased0%

No change

20%

Shopping using something besides
cash
Buying something online

26.9

60%

Selling something you no longer use

20.6

41.9

8

Buying something used

12.7

7.7

5.9

38

Increased, started

Decreased

80%

21.5

5.7

Watching TV on demand

20.2

5.8

25.1

48.8

Reading electronic versions ofbooks, magazines and manga

29.4

45.1

22.6
36.1

15.6

Never done60%

Learning about the latest topics onsocial media as it pops up in your…

19.0

6.5

Using music or movie streaming
subscription services

17.9

5.5

Recording TV and watching it

16.0

34

43.5

10.0

40%
34.9

100%

38

19.2

55.6

Buying something at a store

No change

20%

14.3

53

7.5

13.8

Decreased
0%

100%

51.9

5.7

Buying something at the store thatyou saw online

80%

6.6
6.9

22.1

Increased, started

Never done

40%

45.6

Buying something online that you saw
at the store

Information Sources

Buying Behavior

JTB Tourism Research & Consulting Co.

66.1

8.3

29.1

47.5

17.2

43

23.8

No change

Never done

Life and Travel0%

No change

20%

Spending time on cleaning andwashing clothes

15.4

8.8

Looking for somewhere new andtraveling there

16.5

10.3

Visiting a travel destination over
and over because you like it

Eating outside of the house

11.8

60%

80%

100%

64.4

11.4

48.1

11.2

25.1

27.9

49.1

20.1

24.6

50.4

5

Work

Communication

JTB Tourism Research & Consulting Co.
Increased, started

Never done40%

Decreased

No change

Increased, started

Never done

0%0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

Messaging on your personal LINE account

21.7

12.8

Meeting friends and acquaintances you met
5.3 8.1
19.9
on social media
Reacting to your friend's post on social
10.0
14.7
media

Posting on social media
Communicating via personal email

10.7

16.2

55.9

Online meetings

9.6

66.7

Working at home

33.4

41.9

29.2

43.8

8.0

23.5

54.9

Communicating via personal letters and4.2
seasons greetings

36.1

35.8

13.6

Decreased
20%
20.8

13.1

6.3

40%

7.5

60%

51.4

14.8

65.8

Working at a travel
3.93.3 11.7
destination

81.1

Working at a share
4.44.5 12.1
Office/co-Working Space

78.9

23.8

Business trip (meetings) 5.1 12.4

19.1

Note: Items above the line indicate an increase or a start, which are higher in percentage ratio than decreases.

~ 5 ~

80%

20.3

63.4

100%

Playing Games on Your Smartphone and esports
5. 45.8 % of people in general have changed their daily habits or taken side trips somewhere to play theirsmartphone game. Men in their 30’s reach 72.7%, while men 29 and under reached 63.3%. 33% of men
aged 29 and under have played or watched esports.
Esports is hot topic as of late, but we wonder how much interest people have in it. Singapore hosted its first Olympic
Esports Week in June 2023, and there are tournaments around the country within Japan too.
Out of the people who play smartphone games, 45.8% of people changed their behaviors in some ways such as, “I
make side trips from your usual route on the way to/from work or to/from school,” “In order to stay at business for awhile, I've bought that businesses' products,” etc. Looking at the data based on age and gender, 72.7% of men in their
30’s and 63.3% of men aged 29 years and under have a large percentage of these actions (figure 7).
Men ages 29 and under and men in their 30’s have a strong tendency to be interested in and/or have experience
playing esports. In general, only 12.6% of people have played or watched esports but men 29 and under hit 33.0%,
while men in their 30’s hit 28.2% (figure 8). Over 50% of men in their 30’s and 29 and under want to participate or watch
esports at a venue (figure 9).
Around 30% to 40% of people responded with answers such as, “Game software (including purchasable items in thegame),” “Goods about my favorite characters,” “Goods about my favorite game or player,” “Souvenirs and products
local to the area of the event,” “Tourism in the local area,” “Collaboration goods of the event and the local area” forthings they wanted to purchase when and after participating at the events. We can see that there is a potential
consumption element to the events (figure 10).
For those interested in esports, these are the thing following things that people want in their local areas: “Esports
Event (Tournament or Convention)” at 39.7%, “A facility where I can enjoy esports (for example, a gaming café, etc.)”
at 38.5%, and “Esports Event (Experience Event)” at 34.6% (figure 11).
(Figure 7)(Multiple Answers)
JTB Tourism Research & Consulting

Things I Have Done or Changed for Smartphone Games60%

Total（325）

54.2

50%

I have done or changed something for smartphone games: Total 45.8％（20s Men 63.3％, 30s Men 72.7％）

40%

30%

21.5
20%

15.7
12.9

12.6

11.4

11.1

10.8

9.8

9.8

10%

8.9

8.9

8.9

6.8

6.2

5.8

5.8
0.3

0%

Nothing

OthersI bought peripheral devices

I bought a smartphone

I had fun multiplaying games together

I had fun talking with friends that play
the same game online

I go out with your friends that play thesame gameI've started walking to the locations you
use to go to by car or bike.

I've started going out in the earlymorning or evening

In order to stay at business for a while,
I've bought that businesses' products

I've entered for pay facilities before.

I've participated in events and boughtmerchandise

I've participated in conventions andtournaments

I go on trips farther away like staying
overnight somewhere.

I go on trips farther away like day trips.

I extend walking time

I take days off from work, or school forthe game

I make side trips from my usual route

~ 6 ~

33.0

Do not know

(Multiple Answers)(Figure 9)

I want to participate
and watch the games
if they're streamed
onlineI want to watch those
tournaments even if
they're overseas or
far away
want to watch those
tournaments even if
they're not nearby
but as long as they're
within the country20%

Men 30s（103）

Men 40s（103）

Men 50s（103）
Men 60s

Women Under 30（103）

Women 30s（103）

Women 40s（103）
Women 50s（103）

Women 60s（103）

Total（1030）

Men 40s（68）Men 50s（75）Women Under 30（54）Women 30s（46）Women 40s（54）Women 50s（59）Women 60s（42）Total（599）

Nothing

A store that sells esports
related goods

Setting up a local esports
team

Esports Event(Experience Event)A facility where I canenjoy esports

Esports Event(Tournament orConvention)

JTB Tourism Research & Consulting

Goods about my favorite
characters

Goods about my favorite
game or player

Souvenirs and products local
to the area of the event

Tourism in the local area

Collaboration goods of theevent and the local area

Devices and peripherals thatare shown in the event

Staying overnight in the local
area

Local specialities in the area

Others0%Game software (including
purchasable items in the
game)

~ 7 ~

5%

0%

10%

0.0

5%

I want to watch those
tournaments ifthey're nearby

I want to join in those
tournaments as aplayer even if they're
overseas or far away
I want to join in those
tournaments as aplayer even if they're
not nearby but aslong as they're within
the country
I want to join in those
tournaments as aplayer if they're
nearby

15%

10%

19.0

20%

15%

Know those games
but never playedor seenHave seen thosegames

Have played thosegames

Have played orseen thosegamensIntention of join inesports tournaments
on site(Total)

34.6
35.1

Total（179）
40%

4.3
6.9

41.8
45.5

25.1

24.0

25%

21.6

25%

30%

27.8
30%

27.8

35%

29.9
35%

Things You Want To Happen In Your Area

Things You Want to Buy or Try when Participating

38.5
39.7

Total（97）
39.2
40%

39.2
40.2
45%

13.9 15.9(Multiple Answers)(Figure 11)(Multiple Answers)(Figure 10)

11.3
12.6

33.0
30.1
29.1
28.2

12.511.6
5.8
8.3

15.3
10.1
16.7 15.9
20%

Men 30s（69）Men 60s（60）

30.6
27.5
40%

Your Feelings about esports
JTB Tourism Research & Consulting

23.3
19.4 18.4
20%

e Sports Experiences
JTB Tourism Research & Consulting

45%

44.3
50%

36.9 38.8
40%

Men Under 30（103）60%

Men Under 30（72）51.4 53.6
60%(Multiple Answers)(Figure 8)

5.9
0%

0%

6.There is an increase of buying reservations for travel (such as transportation tickets and events) on
smartphones than before. Accommodations continues to grow in scope.
There is an increase of buying reservations for travel on the smartphone and it has continued to grow since thestart of this survey in 2013. The 2023 survey shows an increase of 10 points in comparison to 2019 (figure 12).
Looking at the details of what was purchased, we can see “accommodations” continually growing and leading the
rankings. Furthermore, there is an increase for “Airplane Tickets,” “Tickets for Events/Concerts,” “Local Train and Bus
Tickets,” “Tickets for Trains and Buses to the Airport inside the Country,” which shows a trend for ticket purchases(figure 13). We believe that it was a result of COVID-19 and the subsequent policies of timed-entry slots, and noncontact services expanding their reach.
(Figure 12)(Multiple Answers)

Reserving and Buying Travel Items on
Your Smartphone
59.8
60%
45.2
40%

32.6

47.3

(Figure 13)

Things You Reserved on Your SmartPhone50%

2023（1030）

40.4

50.1

(Multiple Answers)

2019(980)

2018(1030)

2017(1030)

40%
30%

34.1

28.3

20%

15.8

15.8

14.6

11.9

19.4

20%

8.7

7.4

10%

5.7

5.0

2.6

0.8

0.8

0%

OthersOverseas Tours

Local Tours

Insurance

Tickets for Trains
and Buses inside theCountry

Local Train and Bus
Tickets

Tickets for
Events/Concerts

Rental Cars

Domestic Tours

JTB Tourism Research & Consulting Co.

2023（1030）

Reservations for
Restaurants

JTB Tourism Research & Consulting

2019
(980)

Airplane Tickets

2018
2013
2014
2015
2016
2017
（1030） （2060） （1030） （1030） （1030） (1030)

Accommodations

0%

JTB Tourism Research & Consulting

7. Will AI services regarding travel change from “before traveling” to “while traveling?”
This latest survey reveals an increase of “I can consult when I don't know something during my trip,”and “Solo traveling is easy because AI helps me in many ways.” when compared to the 2019 survey.
Next, we asked participants about their usage of AI services in different fields. While it is not possible to directlycompare the results with the 2019 survey as the selection and answers are different, we can see that 2019 had a totalof 30.7% of people using AI services, while 43.2% of people in 2023 were using such services – a clear increase. What’sinteresting and surprising is that more women aged 29 and under used such services more than men. There is a clear
increase of “Translation and interpretation services” and “Search engine that can detect what I've taken with mysmartphone camera” (figure 14).
When we asked how people felt when using these services for travel, they responded with, “It's easier to ask these
services than people” as the number one answer for both 2019 and 2023. Compared to 2019, 2023 saw an increase of“I can consult when I don't know something during my trip,” and “Solo traveling is easy because AI helps me in many
ways.” On the other hand, “I have received answers that I thought I wouldn't,” and “It lessens the burden for me whenit comes to making reservations and buying tickets and creating travel plans” decreased in points (figure 15). The usageof AI services for travel may change from “before traveling” to something that’s done, “while traveling.”
Even though the technology behind these services continues to improve, “I’m not getting the answers I thought I
would get” ranks highly. It seems AI is enhancing its functionality to the many and varied demands of people as AI usage
continues to spread.

~ 8 ~Women 40s（98）Women 50s（98）Women 60s（98）Total（980）

OthersHealth management service
Counseling, consultations
about things you're worried
aboutTranslation andinterpretation services

Menu proposing service

OthersServices regarding all
general travel

20.5

21.4

22.2

22.2

Menu proposing service

Women Under 30（98）
Women 30s（98）0.0 0.2
0.0
2.6
1.9

Services that create
pictures out of specifickeywords of my choosing0%Services regarding all
general travel

Women 40s（103）

Women 50s（103）
Women 60s（103）

Total（1030）

50%

0.0

0.0

OthersI don't really need to use AI

Solo traveling is easy because AI
helps me in many ways

I have received answers that I
thought I wouldn't

It's the catalyst of why I'm goingon my trip

I want to use more of it when AI
technologies get even better inthe future

It lessens the burden for me whenit comes to making reservations
and creating travel plans

I can consult when I don't know
something during my trip

It recommends places I wouldn't
have thought ofIt's easier to ask these services
than people

OthersI don't really need to use AI

It's a replacement function forwhen stores crowded

It recommends places I wouldn't
have thought of

It lessens the burden for me whenit comes to making reservations
and creating travel plans

I want to use more of it when AI
technologies get even better in the
futureSolo traveling is easy because AI
helps me in many ways

I have received answers that I
thought I wouldn't

It's the catalyst of why I'm goingon my trip

I can consult when I don't know
something during my trip

It's easier to ask these services
than people~ 9 ~Services that tells whatsong is playing in public

0%0%Services that tells whatsong is playing in public

60.7

Total（58）

14.5

20%

20%

Health management
service60%
60%

A smartphone agent assist
systemA delivery/ordering service

Check In Services

Search engine that can
detect what I've takenwith your smartphone
cameraA delivery/ordering service

Automatic telephone
response inquiry service

10%

5.2

10%

Check In Services

Chat GPT

Smart speaker

Automatic telephone
response inquiry service
An inquiry service on thewebsiteA smartphone agent assist
system

JTB Tourism Research & Consulting
JTB Tourism Research & Consulting

23.9

20.7

22.4

29.1

30%

25.9

30%

27.6

29.3

31.0

Search engine that can
detect what I've taken withmy smartphone camera(Multiple Answers)(Figure 15)

2.2

0.4
2.4

Have experienced AI
service(Total)

40%

36.2

36.2

40%

Translation andinterpretation services

0%

2.9
3.2
3.7
5.4
5.6
7.2
10%

Reference: Using AI Services for Travel（2019）
70%

Using AI Services for Travel
70%

12.0
12.2
20%

Men 40s（98）
Men 60s（98）30.7

Men 30s（98）
Men 50s（98）

30%

9.7
5.8
2.7
8.7

5.0
3.9
Have experienced AI
service(Total)

50%

Men Under 30（98）

40%

16.5
16.5

5.8 2.9
1.9

5.6
4.9
11.7
8.7 6.2
14.6
12.6 14.6
9.7 7.5 10.7 7.4
9.7
6.4
10%

7.6
8.7
21.4
20.4
19.4
18.4
16.5
13.3 15.511.3 15.5
12.6
11.1
9.3
16.2
20%

27.2 26.2
30%

Women Under 30（103）
Women 30s（103）
50%

31.1
40%

Men 40s（103）
Men 60s
43.2

Men 30s（103）
Men 50s（103）60%

Men Under 30（103）
65.0
61.2
70%

Experiences Using AI Services
JTB Tourism Research & Consulting

Total（117）↑ ranked up
48.3

50%

(Multiple Answers)(Figure 14)

Reference: Experiences Using AI Services（2019）
60%

10.3

● Social media is Becoming a Source of Information including News, Not Just Consumption Trends
Smartphones have made their way into the fabric of everyone’s lives since 2010 – and the Tohoku Tsunami andEarthquake in 2011 spurred its use furthermore. In comparison to e-mail, social media was used as a method to keep
in touch and communicate with many others more easily. However, people are now suffering from social media fatigue
as connections with others remain constant, no matter the time or place.
Later, as people were trying to find ways to use social media, they started to use it to collect information on buying
things and to promote themselves – not just as a communication tool. We have learned with this survey that social
media is now used as a point of contact for all information, including the news.
As more information gets promoted to more and more people on social media, only information that everyone isinterested in gets selected for viewing – which means that information that an individual user is not interested in will not
be seen. There is discussion that the advancement of AI will see a quicker personalization of such information for
individual users. How will a society that only shows personalized information affect and change the behaviors ofindividual users in the future? When information is laid out on the rails, one of the greatest joys in travel is discoveringsomething by accident, or encountering something you thought you wouldn’t have. What should we do to create theseexperiences? It is something to think about.
● Rapid Shifts to Online in Lifestyles Highlights Changes in Consumer Behavior and Work Styles
COVID-19 changed everything to become online and that in turn has changed us and our society in major ways. The
results of this survey reveal a large increase in “Cashless payments” and “Buying things online.” Subscription services
are on the rise with television, music, and books too. Work styles see an increase of online meetings and working fromhome (either at home or while traveling).
Singapore hosted the first Olympic Esports Week in June 2023 which became a huge topic of discussion and shows
one way of how sports are now online. The results of this survey reveals that the main demographic interested in esports
are still men in their 20’s and 30’s, which shows over 45.8% of people changing their daily habits and taking side trips
for their smartphone games. We also learned that people are interested in sightseeing in the local areas, local souvenirs,
and products after the events. Depending on how these developments go, there may be ripple effects in consumption
from travel.
● More People are Using Travel-Related AI Services While TravelingMore people are buying things on their smartphones compared to 2019, as accommodations leads the rankings.
We can also see that more people are buying tickets (transportation and events) on their smartphones too – this issomething to note. There is an increase of “I can consult when I don't know something during my trip,” and “I have noproblems using AI while solo traveling” for usages of travel-related AI services. Meanwhile, we can see a decrease in“It recommends places I wouldn't have thought of,” “It lessens the burden for me when it comes to making reservations
and buying tickets and creating travel plans” – these are things done before traveling. There might be a shift in using AI
services while traveling instead of before traveling.
On the other hand, looking at the survey we took, “Global 13 Country Survey”（https://www.tourism.jp/tourismdatabase/survey/2023/10/inbound-survey/）and its results shows that most travelers will decide on their travel plans
before traveling, and that there is little change of their actions while traveling. They collect information on theirdestination and accommodations before traveling, while looking up information on food, easy activities, souvenirs, andplaces to buy them while traveling. People may want such information at the right time and place as AI should
determine what information they need according to the travel plans.

Contact : JTB Tourism Research & Consulting Co. PR https://www.tourism.jp/en/contact/~ 10 ~