How many people were surveyed?

The survey covered 1,030 men and women aged 20–69 across Japan.

What is the satisfaction rate for generative AI users?

People who used generative AI for purchase research reported 88.3% satisfaction.

What share of shoppers research before buying?

81.0% of respondents said they research before making a purchase.

Large Language ModelsTop Companies' AI MovesTop Companies AI1h agoOct 20, 2026, 06:31 JST

81.0% research before buying, Fujifilm survey finds

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3 Key Points

What happened
Fujifilm Healthcare Laboratory surveyed 1,030 people aged 20–69 and found 81.0% research before buying, 15.3% use generative AI, and AI-assisted buyers report 88.3% satisfaction.
Why it matters
The survey suggests consumers increasingly want evidence for purchases, and generative AI is emerging as a tool that supports that kind of evidence-based buying.

WHO IT HITSRetailers and brands face shoppers who increasingly check evidence before purchase, while AI tool makers may see growing demand from consumers seeking product guidance.

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Context & Analysis

The survey, conducted by Fujifilm Healthcare Laboratory in July 2026, points to a consumer shift from casual buying to what the report calls evidence-based purchasing. More than half of respondents said their shopping behavior changed over the past year, with rising prices and past regrets cited as reasons.

The findings show that research before purchase is now mainstream, and generative AI, though used by only 15.3%, is associated with high satisfaction. This suggests that as AI tools become more familiar, they could further entrench the habit of checking evidence before buying, though the survey's limited sample means broader adoption trends remain to be seen.

FAQ

How many people were surveyed?: The survey covered 1,030 men and women aged 20–69 across Japan.
What is the satisfaction rate for generative AI users?: People who used generative AI for purchase research reported 88.3% satisfaction.
What share of shoppers research before buying?: 81.0% of respondents said they research before making a purchase.

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