Payment services: Google Pay users in Japan | Brand Report

The report starts with a demographic breakdown — generations, gender, education, income, household type, and community size — before exploring what matters to these brand users: their interests, hobbies, sporting habits, and the values they prioritize.

From there, it shifts to attitudes and outlook, covering the national issues they care about most and where they fall on the political spectrum. The final section maps out how to connect with them — which media channels they engage with, which social platforms they spend time on, and where they notice advertising, both online and offline.

Every data point is benchmarked against payment services users and all respondents in Japan, making it easy to spot opportunities for sharper positioning and smarter media spend.