2026 Pet Robot Awareness Survey: Women Seek 'Comfort,' Men See 'Cutting-Edge Gadget.' 80% of Prospective Owners Want Under ¥50,000, Highlighting Urgent Need for Hands-On Experience Opportunities

Impact Field Co., Ltd., a consolidated subsidiary of Impact Holdings Co., Ltd. that operates field marketing services (Headquarters: Minato-ku, Tokyo; President and CEO: Kiyeto Kagaribe; hereinafter "Impact Field"), conducted the "2026 Pet Robot Awareness Survey" targeting 627 registered staff members of the job introduction site "MediF."

The survey revealed that while awareness of pet robots exceeds 90%, only one in four has actually interacted with one, highlighting a widespread sentiment of "I've heard of it, but I don't really understand it." Additionally, over 80% of those open to ownership stated a purchase budget of "under ¥50,000," revealing a significant gap with current market prices, where such robots are often sold for hundreds of thousands of yen.

These results suggest that for pet robots to achieve widespread adoption, it is essential not only to develop products within an affordable price range but also to create opportunities for consumers to easily "experience" the product's value firsthand.

Key Survey Findings

[Potential] Approximately half express positive interest in ownership, particularly women and those with prior pet ownership experience.

Combined responses of "definitely want to own one (10.2%)" and "would consider it depending on conditions (38.1%)" indicate that nearly half are open to the idea. Interest is especially high among women (54.7%) and those who have previously owned or currently own live pets (over 50%).

[Barrier of Awareness vs. Experience] 65.6% know the name but haven't touched one—real-world experience is lacking.

While awareness exceeds 90%, "know the name but haven't touched it" is the largest group at 65.6%. Only 26.2% have "actually seen or touched one." Slightly higher experience rates are observed among younger demographics (30s and 40s) and women.

[Gap Between Ideal and Reality] Over 80% want to spend "under ¥50,000"—a major disconnect from market prices.

Among those considering ownership, over 80% (81.5%) set their budget at "under ¥50,000." Regarding monthly maintenance costs, 86.5% hope to pay "under ¥3,000," creating a stark contrast with the typical market price for high-functionality pet robots (device: hundreds of thousands of yen; monthly subscription: several thousand to 10,000 yen).

Pet Robot Awareness

When asked about awareness, "know the name but haven't touched it" was the highest at 65.6%, followed by "know and have actually seen or touched one" at 26.2%, "heard of it for the first time" at 6.5%, and "already purchased and using" at 1.8%. Combined, 93.6% of respondents are aware of pet robots. However, actual ownership and usage remain low, indicating significant room for growth in hands-on experience and adoption.

Interest in Owning as a Substitute for Live Pets

Notable Gender Differences:

Women show majority interest, with 55.7% (11.1% "definitely want" + 44.6% "would consider") expressing positive intent. In contrast, only 34.3% of men are open, while over 60% (32.9% "not really" and 32.9% "not at all") express negative attitudes, revealing a significant gender gap in perception.

Differences Based on Pet Ownership Experience:

Those who have "never owned a pet" show lower interest at 41.0%. However, over half are open among those who "previously owned (50.4%)" or "currently own (52.3%)" pets. Individuals with prior pet ownership or experience living with pets tend to view robot substitutes more positively.

Reasons for Wanting but Not Owning Live Pets

"Lack of time to care for a pet (48.2%)" is the top reason, nearly half of respondents. This reflects societal shifts such as the rise of dual-income and single-person households, where many feel too busy to dedicate sufficient time to pet care. "High costs (35.5%)" is the second major barrier. Concerns over ongoing financial burdens—not just initial costs but also food and unexpected medical expenses—significantly deter ownership decisions.

Purchase Budget and Tolerance for Maintenance Costs

Focusing on those who already own or are actively considering ownership (298 respondents: "definitely want" or "would consider"), analysis revealed a significant gap between consumer expectations and current market pricing.

When asked about acceptable monthly maintenance costs, "¥1,000 to under ¥3,000" was the most common at 31.0%, followed by "under ¥1,000" at 28.1% and "¥0 (no cost)" at 27.4%. In contrast, "¥3,000 to under ¥5,000" accounted for 9.7%, "¥5,000 to under ¥10,000" for 3.5%, and "¥10,000 or more" for only 0.3%, indicating that few are willing to accept high ongoing costs. Overall, about 90% desire monthly costs under ¥3,000, underscoring the importance of not only affordable upfront pricing but also cost-effective operational models for widespread adoption.

Conclusion

This survey confirms that approximately half of the population has latent demand for pet robots, driven by circumstances such as housing restrictions, aging populations, and the emotional difficulty of pet loss—situations where people want pets but cannot keep them. For targeting strategies, emotional appeals positioning pet robots as "comforting, low-maintenance companions" resonate strongly with women and single-person households, while men respond better to specifications marketed as "cutting-edge AI gadgets."

However, general consumers' budget expectations—"under ¥50,000 for the device and under ¥3,000 monthly"—are extremely tight compared to today's high-end, subscription-based pet robots. The arrival of more affordable models is eagerly awaited to expand the market further. Simultaneously, addressing the "lack of understanding of experiential value" revealed in this survey is essential. To help users feel emotional values like "comfort" and "attachment"—which cannot be conveyed through specs and information alone—promotions that increase "real-world touchpoints," such as in-store demonstration sales and touch-and-try events at commercial facilities, will be key to success.

Impact Field leverages its nationwide network of 300,000 Media Crew (registered staff) and years of field marketing expertise to excel precisely in creating such "experience opportunities." We will strongly support manufacturers and retail companies striving to solve the challenges highlighted in this survey and create new markets through store-based sales promotions.

Recommended Sales: https://field.impact-h.co.jp/service/demonstr