MyVoice conducted its third online survey on "Department Store Image" in March. 11,973 respondents were surveyed.

26.4% of respondents visit department stores at least once a month, a decrease from the 2011 survey. Over 20% of men in their teens and twenties said they have "never visited a department store." Takashimaya, Mitsukoshi, and Isetan rounded out the top three department stores considered "trustworthy and reassuring," "high-quality," and "good customer service." However, over 40% cited "none of these" for their image of "good customer service."

48.6% cited "none of these" for department stores considered "unique." Isetan (21.7%) took the top spot, followed by Takashimaya (10.4%) and Hankyu Department Store (8.5%), each at around 10%. Regional differences were evident, with Daimaru in Hokkaido, Takashimaya in Chubu, and Hanshin Department Store in Kinki.
The department stores people would most like to visit in the future were Takashimaya (12.1%), Isetan (10.2%), Daimaru (7.2%), and Mitsukoshi (7.0%), each accounting for 10%. Over 40% chose "none of these" (38.0%). The top choices by region were Daimaru in Hokkaido, Mitsukoshi in Tohoku and Shikoku, Isetan in Kanto and Hokuriku, Takashimaya in Chubu, Hankyu Department Store in Kinki, and "other" in Chugoku and Kyushu. The reasons for choosing Takashimaya as their preferred department store included their house card, detailed product descriptions, and the traditions of the Nihonbashi store. Isetan's luxury and status, cutting-edge products not found in other stores, were key factors. Daimaru was cited for its convenient location inside the station and its food section.