[Skyfall Survey] Rising Prices Boost Awareness of Poi-katsu: 2 Out of 3 Respondents in Their Teens and 20s State They “Have Become More Conscious of Poi-katsu”
Survey Reveals That “Ease” and “Immediacy” Are Demanded in Poi-katsu, Emphasizing the Utilization of Spare Time. Popular Poi-katsu Activities Include “Shopping,” “Watching Videos,” and “Movement or Sleep.”
Skyfall Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tomokazu Hasegawa; hereinafter “Skyfall”), as part of its marketing research business operations, conducted a survey on “Poi-katsu” (reward point accumulation activities) targeting 1,809 men and women nationwide aged 15 to 69 (Survey Period: Friday, June 27, 2025 – Thursday, July 10, 2025). Among them, 946 respondents who recognize accumulating common loyalty points as Poi-katsu and had participated in it within the past month were analyzed deeper.
This survey presents the current status of Poi-katsu, changes driven by inflation, and trends in the economic ecosystems against the backdrop of growing savings consciousness amid ongoing price increases and economic uncertainty.
*The research report analyzes the number of reward points accumulated within a year, the purposes of point utilization, and the volume of points required to feel a sense of achievement, categorized by generation.
*The demographic breakdown consists of Men (10s: 64, 20s: 132, 30s: 147, 40s: 180, 50s: 205, 60s: 162) and Women (10s: 62, 20s: 139, 30s: 146, 40s: 191, 50s: 211, 60s: 170).
Survey Summary
- Among various types of Poi-katsu, the action most widely recognized as point accumulation is “Payments for shopping and dining” at 68.4%. Due to low entry barriers and immediacy, this is the most frequently utilized method, followed closely by “Watching video advertisements” and “Movement or sleep.”
- Inflation has heightened Poi-katsu awareness. Over 50% of the total respondents answered that they “Have become more conscious of Poi-katsu.” Notably, the figure was highest among teenagers and those in their 20s at 65.3%, showing a trend where younger generations exhibit stronger awareness.
- Rakuten and PayPay emerge as the two powerhouses among the economic ecosystems users belong to. d POINT, V Point, and au also ranked high, with 90% of respondents utilizing multiple ecosystems concurrently.
Among various types of Poi-katsu, the action most widely recognized as point accumulation is “Payments for shopping and dining” at 68.4%. Due to low entry barriers and immediacy, this is the most frequently utilized method, followed closely by “Watching video advertisements” and “Movement or sleep.”
When 1,809 men and women nationwide aged 15 to 69 were asked about “actions they recognize as ‘Poi-katsu'” (multiple responses allowed), “Payments for shopping and dining” was the most common at 68.4%, followed by “Watching video advertisements” at 64.1%, and “Movement or sleep” at 56.5%.
Next, when asked about “what they prioritize in each Poi-katsu action” (multiple responses allowed), the options that exceeded 30% were “Can be done effortlessly” and “Gives a feeling of getting a good deal” for payments for shopping and dining (n=1,249). For watching video advertisements (n=925) and movement/sleep (n=762), the top priorities were “Can be done during spare time” and “Can be done effortlessly.”
Since “Can be done effortlessly” was cited across all activities, it is evident that a low barrier to entry is heavily valued in point accumulation.
Furthermore, when asked about the “perceived barriers to each Poi-katsu activity,” the actions with the lowest barriers were ranked in order: “Payments for shopping and dining,” “Watching video advertisements,” and “Step count (movement).” This indicates that activities emphasizing handiness and immediacy are practically easier for users to engage in. From this, it can be inferred that consumers practice Poi-katsu centered around opportunities where they can earn points naturally without unreasonable effort, such as utilizing spare time or during routine daily shopping.
*Low Barrier: Aggregated score of “Barrier is very low” and “Barrier is somewhat low.” High Barrier: Aggregated score of “Barrier is somewhat high” and “Barrier is very high.”
Inflation has heightened Poi-katsu awareness. Over 50% of the total respondents answered that they “Have become more conscious of Poi-katsu.” Notably, the figure was highest among teenagers and those in their 20s at 65.3%, showing a trend where younger generations exhibit stronger awareness.
When 946 respondents who recognize accumulating common loyalty points as Poi-katsu and had participated in it within the past month were asked about the “impact of inflation on their Poi-katsu awareness,” 50.8% responded that they “Have become more conscious.”
By age group, the figures were 65.3% for the 10s–20s, 54.6% for the 30s, 54.9% for the 40s, 41.5% for the 50s, and 46.7% for the 60s, clearly demonstrating higher metrics among the youth demographics.
Rakuten and PayPay emerge as the two powerhouses among the economic ecosystems users belong to. d POINT, V Point, and au also ranked high, with 90% of respondents utilizing multiple ecosystems concurrently.
When the 946 active participants were asked about the “economic ecosystems they feel they belong to,” the “Rakuten Ecosystem” stood at 74.6%, followed by the “PayPay Ecosystem” at 53.3%, and the “Docomo Ecosystem” at 41.5%.
*Respondents were asked to select their top three utilized economic ecosystems, and the scores were aggregated.
Looking at the proportion of respondents who selected “utilizing multiple economic ecosystems” as their answer, it was revealed that 90% of users perceive themselves as belonging to multiple economic ecosystems simultaneously.
About “Skyfall”
Skyfall operates a reward marketing platform “SKYFLAG” with the mission of “creating a world where good things spread,” while also putting focus on the user experience.
The company also manages an authentic Texas Hold’em poker game “Poker Chase” and “Pocket Play,” an app where users can earn rewards by playing games.
| Company Name | :Skyfall Inc. |
| CEO | :Tomokazu Hasegawa |
| Address | :(Tokyo Head Office) 19F Midtown Tower, 9-7-1 Akasaka, Minato-ku, Tokyo :(Niigata Office) Nippon Life Insurance Niigata Building 7F, 2-4-10 Higashiodori, Chuo-ku, Niigata-shi, Niigata |
| Business Description | :Reward Marketing Platform Business and App Media Business |
| Number of employees | :200 (As of the end of June 2025) |
| Established | :October 2017 |
| Capital | :79,393,750 yen |
| Website | :https://skyfall.co.jp/ |
