July 29, 2026, 8:49 a.m.
GMO Media, a member of the GMO Internet Group, conducted a survey on “point-earning activities” from June 5 to 22, 2026, targeting 23,629 men and women—ranging in age from their teens to their 80s—who are users of GMO Repitas partner sites.The survey found that 82.2% of respondents are consciously earning points through two or more services, and 91.2% said, “As I accumulate points, I use that service more frequently.”
With the spread of cashless payments and the diversification of points services, “points” have become an increasingly familiar part of daily life. Furthermore, “point-earning activities”—the practice of earning and using points across multiple services—are becoming firmly established as a common consumer behavior.
In light of these trends, GMO Media conducted this survey to clarify consumers’ actual point usage patterns and the impact that “points” have on their service usage behavior.
The results showed that when respondents who reported using two or more points services were asked how they use their accumulated points, “paying with points (applying them toward a purchase)” was the most common response at 65.2%.
Furthermore, when asked whether earning points increases the frequency of their use of that service, 91.2% answered “yes.” This represents a 1.9-point increase from the 89.3% recorded in the previous survey (2025).
Furthermore, regarding the frequency of point service use, “daily” was the most common response at 64.1%, and 93.0% of respondents used such services at least once a week.
Based on this survey, the company confirmed that point services have become an integral part of consumers’ daily lives and that “point-earning activities”—where users strategically switch between multiple services—have become widely established. It also revealed that the availability of points has a significant impact on the frequency of service use.
GMO Media offers “GMO Repitas,” a service that supports the development of point systems. Through this service, the company not only assists businesses in implementing point systems for their own services but also develops and proposes “point-earning activities” that leverage these points. In this way, the company supports businesses in promoting the use of their core services while enhancing convenience for consumers.
