[Lifestyle Trends Report 2024] Announcing the start of sales of “Lifestyle Trend Report 2024″—the latest report which summarizes the results of the longest and largest-scale private consumer survey in Japan! To commemorate this, we are releasing some of the survey results.
While attitudes towards marriage and children are diversifying, and the trends of singlehood and declining birth rates is increasing, approximately half of respondents said they “eat dinner with their family at least three days a week.
Skyfall Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tomokazu Hasegawa; hereinafter referred to as Skyfall) is pleased to announce that, as part of its marketing research business, it has collaborated with JDS Inc. Skyfall Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Tomokazu Hasegawa; hereinafter referred to as Skyfall) is pleased to announce that, as part of its marketing research business, it has collaborated with JDS Inc. (Headquarters: Nakano-ku, Tokyo; President and CEO: Katsumi Kobayashi; hereinafter referred to as JDS), a sales agent for the TBS Lifestyle Data Library, to conduct a survey on the lifestyles, media use, and product use of consumers nationwide, and has begun selling the “Lifestyle Trend Report 2024,” which summarizes the results.
The “Lifestyle Trends Report 2024” is the latest 2024 report summarizing changes in consumer behavior and lifestyle attitudes of approximately 7,400 men and women aged 13 to 69 across Japan, based on the latest data from the TBS Lifestyle DATA Library (formerly JNN Data Bank), the longest-running and largest-scale nationwide consumer survey conducted by a private company in Japan, with a history of over 40 years since its first survey in 1971. This report touches on various changes in consumers from 1993 to 2023, with Part I analyzing “Lifestyle Trends” over a time period of approximately 30 years, and Part II, which sets a theme each year, investigating and analyzing “Changes in Family Attitudes and the Current State of Parenting” as part of this year’s theme. To commemorate the release of the “Lifestyle Trends Report 2024,” we are now publishing some of the survey results.
・Regarding the “Lifestyle Trends Report 2024”: https://www.jds.ne.jp/lstrendreport/ ・Regarding the results of the “Lifestyle Trends Report 2024”: https://skyfall.co.jp/research/topics/report003/#report003/document-request/ ・About the analysis in the “Lifestyle Trend Report 2024”: https://www.jds.ne.jp/datebase01j/ |
*The “Lifestyle Trends Report 2024” is sold as a set of four items for 300,000 yen (excluding tax): ① Report PDF, ② Report PowerPoint, ③ Excel data collection used in the report, and ④ Menu + PDF for company intranet compatibility. The report PDF alone is also sold for 100,000 yen (excluding tax), and other set plans are also available.
Survey Summary
1. Over the course of a year, “trips of one night or more” was the most popular leisure activity, accounting for 50% of responses, surpassing “overseas travel,” “theme park visits,” and “hot spring visits. 2. Regarding purchasing behavior, 43% responded that they “don’t have much anxiety about shopping online,” an increase from the 2006 survey. 3. Regarding marriage and having children, 22.1% of respondents answered that “it’s okay not to have children just because you’re married,” a figure that has been on an upward trend since around 2015. 4. While attitudes towards marriage and children are diversifying and the trend towards singlehood and declining birth rates is progressing, 49.1% of respondents said they “eat dinner together as a family at least three days a week. |
Over the course of a year, “trips of one night or more” was the most popular leisure activity, accounting for 50% of responses, surpassing “overseas travel,” “theme park visits,” and “hot spring visits.
A survey of men and women aged 13 to under 70 across Japan on their leisure activities over the past year revealed that the most common response was “a trip of one night or more” at 50%, followed by “going to a hot spring” at 35%, and “going to a theme park” at 22%. “Overseas travel” accounted for only 5%.
While scores for all leisure activities have risen since last year and the recovery trends continues, the results are still lower compared to 2019, before the COVID-19 pandemic. Furthermore, for all leisure activities, women in their 20s achieved the highest scores.
Regarding purchasing behavior, 43% responded that they “don’t have much anxiety about shopping online,” an increase from the 2006 survey.
A survey of men and women aged 13 to under 70 across Japan on their purchasing behavior revealed that 43% responded that they “don’t have much anxiety about shopping online.” This is a 1-point increase from last year and indicates a continuing upward trend since the 2006 survey.
On the other hand, 27% of respondents said they felt uneasy about shopping online, the same score as last year.
Women in their 60s is the only age group by gender and age group where member who responded “I feel uneasy about shopping online” outnumbered those who chose “I don’t feel very uneasy about shopping online” answer.
Regarding marriage and having children, 22.1% of respondents answered that “you don’t have to have children just because you’re married,” a figure that has been on the rise since around 2015.
A survey conducted among men and women aged 13 to under 70 across Japan on “marriage and having children” revealed that 22.1% of respondents believe that “it’s okay not to have children just because you’re married,” a figure that has been on an upward trend since around 2015.
The increase in the number of employed women in the 2010s likely led to a greater awareness of the need to balance work and childcare, thus strengthening this trends. Furthermore, a comparison of responses by gender reveals that since the start of the survey, women have consistently held a stronger belief that “marriage does not necessitate having children,” and this gap has tended to widen since 2015.
While attitudes towards marriage and children are diversifying and the trends towards singlehood and declining birth rates is progressing, 49.1% of respondents said they eat dinner with their family at least three days a week, meaning that about half of people eat dinner together three or more times a week.
A survey of men and women aged 13 to under 70 across Japan regarding their “family attitudes and behaviors” revealed that 49.1% of respondents said they “eat dinner with their family at least three days a week,” indicating that about half of people eat dinner accompanied by someone on a frequent basis.
Looking at the changes over time, we can see that the trend has remained largely unchanged, with a slight increase during the COVID-19 pandemic in 2020, but it has returned to pre-pandemic levels since the following year.
While attitudes towards marriage and children are diversifying and the trends towards singlehood and a declining birthrate is increasing, the fact that the number of people who “eat dinner together as a family at least three days a week” has remained flat since 1998, indicating no significant change, suggests that while attitudes towards family are changing, actual behaviors are not.
Regarding the citation and reproduction of survey data
When quoting or reproducing the survey data, please be sure to clearly state “Source: Skyfall Inc., JDS Co., Ltd.”
If the source of the quote is a webpage (media/blog, etc.), please include a link to the URL of the relevant blog post.
Survey Overview
・Survey participants: General men and women aged 13 to under 70 across Japan
・Survey method: Visit-based collection method
・Implementation period: November 2023 (every November)
・Number of valid responses: 7,400 samples
*The totals and differences in this report are rounded to two decimal places, so calculations based on this data may have an error of ±0.1pt.
・Sample document URL: https://skyfall.co.jp/research/topics/report003/#report003/document-request/
Regarding the survey method
The in-person questionnaire collection method involves interviewers visiting the homes of survey participants to explain the purpose and content of the survey before collecting responses. This method offers a high degree of accuracy in obtaining responses and is considered a more representative survey method because it provides responses from individuals other than those who participate in online questionnaires.
About “Lifestyle Trends Report 2024”
This is the latest report summarizing changes in Japanese consumer behavior and lifestyle attitudes, based on data from the TBS Lifestyle Data Library (formerly JNN Data Bank), the longest-running and largest-scale nationwide consumer survey conducted by a private company in Japan since 1971. The aim is to provide insights into considering medium- to long-term consumer strategies by examining changes in consumers’ lifestyle attitudes and their reactions to external social trends.
・Part I: Major changes over approximately 30 years + gender and age-specific trends based on recent data
・Part II: A theme is set each year.
Part I of this report, investigates characteristics related to lifestyle, attitudes, media use, and product use. Part II, focusing on “Changes in Family Attitudes and the Current State of Parenting,” analyzes the characteristics of the audience with children from various perspectives, including consumer behavior, the acceptance of new products, as well as family and lifestyle attitudes, possessions, and media exposure.
About “TBS Lifestyle Data Library“
This is a comprehensive lifestyle survey conducted annually by 28 television stations nationwide (JNN network), with TBS Television as the key station. The survey targets approximately 7,400 men and women aged 13 to 69 living in urban areas throughout Japan, from Hokkaido to Okinawa. With a history of over 40 years since the first survey in 1971, it has accumulated invaluable data on lifestyle changes.
We also conduct additional surveys three times a year (in the Tokyo metropolitan area), allowing us to address timely topics.
The TBS Lifestyle Data Library is seeking participating companies. For inquiries, please contact our sales agent, JDS.
*Since 2012, it has been possible to aggregate data using the Japan-VALS(TM) axis.
*Since 2014, the survey has included individuals aged 70-74 in the regions of Sapporo, the Tokyo metropolitan area, Nagoya, Kansai, and Fukuoka.
・Introduction to TBS Television’s “TBS Consumer Data”: http://www.tbs.co.jp/research/
・Introduction to JDS “TBS Lifestyle Data Library”: https://www.jds.ne.jp/datebase01j/
About “JDS”
Company Name: JDS Co., Ltd.
CEO: Katsumi Kobayashi
Address: 2nd Floor, Nakano Central Park South, 4-10-2 Nakano, Nakano-ku, Tokyo 164-0001, Japan
Established: April 1, 1973
URL: http://jds.ne.jp/
About “Skyfall’s marketing research business”
Skyfall’s marketing research business provides research services tailored to specific challenges by utilizing multiple survey methods, including its own panel SKYFLAG Research, LINE Research (for which it is an official partner), and TEA (a qualitative research approach systematized by qualitative psychology).
Our dedicated researchers provide end-to-end support, from survey design to analysis and data utilization, helping to solve your marketing challenges.
About “Skyfall”
Skyfall operates under the banner of “Creating a world where good things spread,” running “SKYFLAG,” an advertising monetization platform that aligns with the user experience, and “SKYFLAG Research,” a marketing research service that pursues representativeness.
Furthermore, it operates “Poker Chase,” one of Japan’s largest authentic poker games adopting Texas Hold’em rules, and “Manga DX+,” the official manga app of the publisher Shonen Gahosha.
| 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 | :Ad Monetization Platform Business, Marketing Research Business, App Media Business |
| Number of employees | :178 (As of the end of September 2024) |
| Established | :October 2017 |
| Capital | :79,393,750 yen |
| Website | :https://skyfall.co.jp/ |
