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PARAISO READERS / MARKET

20% of our market comprise the Japanese Businessman-Traveller, Yuppies/Executives, Japanese Visiting Tourist. While 80%, the Overseas Filipino Migrants in Japan, comprise the largest bulk (227,263) of the total market pie. These Filipino Migrants are divided into 4 major segments:
  • Registered Aliens in Local Ward Officers - 115,685 Filipinos
  • With Permanent Residence Visa - 10,181
  • Spouses and Dependents of Japanese
  • Nationals - 46,152
  • Filipinos with Overstaying Visa - 36,000

Education
Post Graduate - 10%
College - 50%
Diploma Course - 20%
High School - 20%

Occupation
CEO’s/Entrepreneurs-8%
Senior Executives - 10%
Middle Managers - 12%
Professionals - 15%
Technical - 20%
Entertainers/Performers - 35%

Lifestyle Buying Habits
80% Earn more than 1M a year
66% Are decision makers/family providers, have the purchasing power
84% Spend more than P100,000 a year on tele-com services and equipment
30% Are in the start-up business
85% Own one/2/more credit cards
40% Own a car
80% Own a personal computer/laptop/digital gizmos
85% Are brand conscious,
shops 2-4x a month
30% Have insurance policies
100% Go on vacation at least once a year
100% Go out at least once a week
30% of these spend on a average of P10-15,000 a night
20% spend more