In a survey conducted by 創作品モールあるる among people aged 20–39, 45.8% of products purchased because they were generating buzz were still being used after the boom, with personal preference and quality ranking as the leading reasons for continued use, each cited by more than half of respondents.
創作品モールあるる conducted a survey on continued use of trending products among people who had purchased products because they were generating buzz. The survey period was 16 September 2026, the target group was men and women aged 20–39, there were 200 valid responses, and the survey was conducted through a crowdsourcing site.
The percentage of people who had purchased a product because it was generating buzz was 29.5%, indicating that buzz frequently prompts purchases.
The percentage of people who continued purchasing products after the boom was 45.8%. The leading reasons for continued use were that the taste, design, or user experience suited their personal preferences, at 54.2%, and that they felt the quality was good, at 52.1%.
The leading reason respondents stopped using products after the boom was “Satisfied after trying it once,” at 38.5%, followed by “The quality, taste, or user experience was not as good as expected,” at 30.8%.
By category, food and beverages and cosmetics and beauty products both recorded 50.8% as a purchase motivation, suggesting that buzz supports purchases regardless of the product category.