By Ken Y-N ( December 22, 2008 at 23:30)
· Filed under Lifestyle, Polls
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Christmas is coming, so let’s see what the Japanese are planning on doing with this survey from Macromill Inc looking at Christmas.
Demographics
Over the 2nd and 3rd of December 2008 516 members of the Macromill Monitor group resident in Tokyo and the three surrounding prefectures completed a private internet-based questionnaire. The sample was 50:50 male and female, and 25.0% were in their twenties, 25.0% in their thirties, 25.0% in their forties, and 25.0% in their fifties.
Wham! fits in well with a recent post over at Rocking in Hakata as Deas mentions that a Japanese cover of Last Christmas has been released. Indeed, I just heard the song for the first time tonight, and sadly but not surprisingly the English grates, sufficient to make me want to hear the original.
Note that in this survey Christmas is actually Christmas Eve. All the carry-on happens on that night, and come Christmas Day (just another day in the office) everything is tidied up for another year and replaced by the New Year decorations.
Research results
Q1: How will you be spending Christmas? (Sample size=516, multiple answer)
| Relaxing at home |
46.7% |
| Work |
18.6% |
| Home party |
15.5% |
| Eating out at restaurant, etc |
10.3% |
| On a date |
10.1% |
| Going out drinking |
5.4% |
| Shopping |
5.0% |
| On a one or more night holiday |
2.1% |
| Stay at a hotel |
1.2% |
| Other |
2.1% |
| Nothing particular decided, don’t know |
17.2% |
Q2: Who will you spend Christmas with? (Sample size=516, multiple answer)
| Family |
58.7% |
| By myself |
12.4% |
| Girlfriend, boyfriend |
11.6% |
| Frieds |
5.8% |
| Other |
1.4% |
| Nothing particular decided, don’t know |
10.1% |
Q3: What do you want to eat at Christmas? (Top 10) (Sample size=516, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Cake |
58.7% |
| 2 |
Roast chicken |
55.0% |
| 3 |
Fried chicken |
39.1% |
| 4 |
Pizza |
35.5% |
| 5 |
Salad |
34.7% |
| 6 |
Ice cream |
29.1% |
| 7 |
Roast beef |
28.9% |
| 8 |
Sushi |
24.6% |
| 9 |
Pasta |
19.0% |
| 10 |
Chicken nuggets |
16.7% |
Q4: What do you want to drink at Christmas? (Sample size=516, multiple answer)
| Rank |
All |
Percentage |
Male
N=258 |
Percentage |
Female
N=258 |
Percentage |
| 1 |
Champagne |
48.6% |
Champagne |
46.1% |
Champagne |
51.2% |
| 2 |
Sparkling wine |
41.3% |
Beer |
43.4% |
Sparkling wine |
42.6% |
| 3 |
Beer |
36.0% |
Sparkling wine |
39.9% |
Red wine |
34.9% |
| 4 |
Red wine |
32.6% |
Red wine |
30.2% |
Beer |
28.7% |
| 5 |
White wine |
25.6% |
White wine |
26.0% |
White wine |
25.2% |
| 6 |
Cocktail, liquer |
15.7% |
Cocktail, liquer |
10.5% |
Cocktail, liquer |
20.9% |
| 7 |
Chammery |
14.5% |
Happoshu |
10.5% |
Chammery |
19.8% |
| 8 |
Can chu-hai |
10.7% |
Shochu |
10.1% |
Can chu-hai |
13.6% |
| 9 |
Happoshu |
10.3% |
Chammery |
9.3% |
Happoshu |
10.1% |
| 10 |
Plum wine |
6.4% |
Can chu-hai |
7.8% |
Plum wine |
8.1% |
Q5A: What do you want for Christmas? (Sample size=258, male, multiple answer, top ten)
| Rank |
Item |
Percentage |
| 1 |
Wristwatch |
19.0% |
| 2= |
Bag, briefcase |
16.3% |
| 2= |
Wallet |
16.3% |
| 4= |
Clothes |
15.5% |
| 4= |
Computer |
15.5% |
| 6 |
Necktie |
12.8% |
| 7= |
Shoes |
11.6% |
| 7= |
Games console |
11.6% |
| 9= |
DVD, hard disk recorder |
11.2% |
| 9= |
Gloves |
11.2% |
| 9= |
Gift coupon |
11.2% |
Q5B: What do you want for Christmas? (Sample size=258, female, multiple answer, top ten)
| Rank |
Item |
Percentage |
| 1 |
Accessories |
54.3% |
| 2 |
Handbag, bag |
34.5% |
| 3 |
Clothes |
32.2% |
| 4 |
Wallet, purse |
22.9% |
| 5 |
Scarf |
21.7% |
| 6 |
Wristwatch |
20.9% |
| 7 |
Holiday |
20.2% |
| 8 |
Shoes |
17.1% |
| 9 |
Cosmetics |
12.8% |
| 10= |
Gloves |
12.4% |
| 10= |
Gift coupon |
12.4% |
Q6: Do you plan to give Christmas presents? (Sample size=516, multiple answer)
| |
All |
Male
N=258 |
Female
N=258 |
| Yes (to SQs) |
43.4% |
36.4% |
50.4% |
| No |
26.9% |
33.7% |
20.2% |
| Don’t know |
29.7% |
29.8% |
29.5% |
Q6SQ1: Who do you plan to give Christmas presents to? (Sample size=237, multiple answer)
| Spouse |
46.0% |
| Children |
43.8% |
| Girlfriend/boyfriend |
24.9% |
| Other family |
12.5% |
| Friends |
8.5% |
| Other |
1.8% |
| Not decided yet, don’t know |
2.2% |
Q6SQ2: What do you want to give for Christmas to your girlfriend? (Sample size=28, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Accessories |
60.7% |
| 2= |
Clothes |
10.7% |
| 2= |
Handbag, bag |
10.7% |
| 2= |
Games console |
10.7% |
| 2= |
Scarf |
10.7% |
The average budget was 42,963 yen.
Q6SQ3: What do you want to give for Christmas to your boyfriend? (Sample size=30, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Clothes |
30.0% |
| 23 |
Wallet |
26.7% |
| 3= |
Watch |
16.7% |
| 3= |
Necktie |
16.7% |
| 5= |
Accessories |
13.3% |
| 5= |
Bag, briefcase |
13.3% |
| 5= |
Books |
13.3% |
The average budget was 14,567 yen.
Q6SQ4: What do you want to give for Christmas to your wife? (Sample size=46, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Clothes |
34.8% |
| 2 |
Accessories |
32.6% |
| 3 |
Game software |
17.4% |
The average budget was 20,457 yen.
Q6SQ5: What do you want to give for Christmas to your husband? (Sample size=57, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Clothes |
28.1% |
| 2 |
Accessories |
15.8% |
| 3 |
Necktie |
14.0% |
The average budget was 14,877 yen.
Q6SQ6: What do you want to give for Christmas to your children? (Sample size=98, multiple answer)
| Rank |
Item |
Percentage |
| 1 |
Toys |
34.7% |
| 2 |
Game software |
29.6% |
| 3 |
Clothes |
19.4% |
The average budget was 7,679 yen.
Q7: Do you plan to buy a Christmas cake? (Sample size=516, multiple answer)
| Plan to buy (to SQ) |
50.8% |
| Don’t plan to buy |
16.3% |
| Don’t know |
26.6% |
| Plan to make one at home |
5.4% |
| Other |
1.0% |
Q7: What is your budget for your Christmas cake? (Sample size=262)
| Under 1,000 yen |
6.9% |
| 1,000 to 1,999 yen |
16.4% |
| 2,000 to 2,999 yen |
40.8% |
| 3,000 to 3,999 yen |
26.7% |
| 4,000 to 4,999 yen |
6.5% |
| Other |
2.7% |
When asked how much is their Christmas present budget, the average amongst the 467 people planning to buy them was 20,826 yen; for the 217 men it was 23,479 yen, for the 250 women it was 18,524 yen.
Q8: What songs do you want to hear at Christmas? (Sample size=516, multiple answer)
| Rank |
All |
Percentage |
Male
N=258 |
Percentage |
Female
N=258 |
Percentage |
| 1 |
Christmas Eve (Tatsuro Yamashita) |
48.6% |
Christmas Eve (Tatsuro Yamashita) |
46.9% |
Christmas Eve (Tatsuro Yamashita) |
50.4% |
| 2 |
Last Christmas (Wham!) |
40.7% |
Last Christmas (Wham!) |
34.9% |
Last Christmas (Wham!) |
46.5% |
| 3 |
All I Want for Christmas Is You (Mariah Carey) |
34.1% |
All I Want for Christmas Is You (Mariah Carey) |
25.6% |
All I Want for Christmas Is You (Mariah Carey) |
42.6% |
| 4 |
Koibito ga Santa Claus (Yumi Matsutoya) |
28.7% |
Koibito ga Santa Claus (Yumi Matsutoya) |
25.6% |
Koibito ga Santa Claus (Yumi Matsutoya) |
31.8% |
| 5 |
Shiroi Koibitotachi (Keisuke Kuwata) |
19.6% |
Happy Christmas (John Lennon) |
16.7% |
Shiroi Koibitotachi (Keisuke Kuwata) |
26.7% |
| 6 |
Happy Christmas (John Lennon) |
19.0% |
Itsuka no Merry Christmas (B’z) |
13.6% |
Happy Christmas (John Lennon) |
21.3% |
| 7 |
Itsuka no Merry Christmas (B’z) |
14.1% |
Shiroi Koibitotachi (Keisuke Kuwata) |
12.4% |
Winters Song (Dreams Come True) |
19.4% |
| 8 |
Winters Song (Dreams Come True) |
13.0% |
Silent Eve (Midori Karashima) |
7.4% |
Itsuka no Merry Christmas (B’z) |
14.7% |
| 9 |
Silent Eve (Midori Karashima) |
8.1% |
Christmas Love (Southern All Stars) |
7.0% |
Merry Chri (BoA) |
9.3% |
| 10 |
Merry Chri (BoA) |
7.6% |
Winters Song (Dreams Come True) |
6.6% |
Silent Eve (Midori Karashima) |
8.9% |
| 11 |
|
|
|
|
Yuki ni Negai wo (Noriyuki Makihara) |
8.9% |
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