世論 What Japan Thinks

Even though consumer prices have dropped 2.4% over the last year, consumer spending is flat here, so this recent survey from MyVoice into consumption attitudes in Japan is very timely. Also, today I read an interesting article on Observing Japan about amongst other things how Keynesian economics says consumption is the key to economic growth, but after ten years of uncertainty in Japan, how can the DPJ pry open people’s wallets?

Demographics

Over the first five days of September 2009 14,139 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 2% in their teens, 14% in their twenties, 34% in their thirties, 30% in their forties, and 20% aged fifty or older.

I’m all too aware of cutting back and delaying spending, not helped by having a 30% cut in bonuses in the summer, which meant that there was very little money left over after paying the bonus portion of the mortgage. Our home washing machine is liable to conk out at any moment with the drum disintegrating, the buttons losing their responsiveness, and the spin cycle making funny noises, but… The rice cooker pot is also way past replacement time, and the microwave’s been a bit dodgy too… If only I had ten times as many visitors I could easily pay it all off! Anyone want to buy an advertisement on What Japan Thinks?

Research results

Q1: Compared to a year ago, how has your overall spending on your lifestyle changed? (Sample size=14,139)

Increased	6.7%
Increased a little	16.7%
Not changed	39.7%
Decreased a little	24.9%
Decreased	12.1%

Q2: Compared to a year ago, how has your desire to purchase changed? (Sample size=14,139)

Heightened	2.8%
Heightened a little	11.2%
Not changed	42.8%
Lowered a little	29.2%
Lowered	14.1%

Q3: In which areas are you suppressing the urge to spend money? (Sample size=14,139, multiple answer)

Travel, leisure	50.4%
Eating out	40.0%
Fashion, accessories	36.3%
Digital, audio equipment, home electrical items	27.6%
Food, food ingredients	24.1%
Homes, furniture, interior	20.5%
DVD, CD, books, comics, games, etc	19.8%
Beauty, cosmetics	19.4%
Communication with friends	16.4%
Live music, cinema, concerts, etc	15.9%
Car, motorbike	14.9%
Celebratory events (weddings, funerals, presents, etc)	10.8%
Health, sports, recreation	10.3%
Internet, mobile phone	9.5%
Investments	8.9%
Education, qualifications, learning	8.6%
Photography, cooking, crafts, gardening, other hobbies	7.8%
Pachinko, horse racing, etc	6.6%
Children’s, grandchildren’s education-related	5.6%
Pet	3.1%
Other	1.9%
Nothing in particular	12.5%
No answer	0.1%

Q4: Which of the following are close to your current expenditure patterns? (Sample size=14,139, multiple answer)

Continue to economise, but splash out now and again	44.0%
Try to resist buying non-essential items	32.7%
Usually aware of economising	28.9%
When buying essential items, choose the cheapest price	17.2%
Buy what I want to buy, but economise on other stuff to make up	12.6%
Not really aware of economising	4.9%
Other	0.9%
No answer	0.6%

Q5: On an average day off, about how much free time do you have? (Sample size=14,139)

Up to 30 minutes	2.5%
30 minutes to 1 hour	4.0%
1 to 2 hours	10.9%
2 to 3 hours	14.0%
3 to 4 hours	13.0%
4 to 5 hours	8.2%
More than 5 hours	47.1%
No answer	0.4%

Q6: How do you spend free time on days off? (Sample size=14,139, multiple answer)

Net surfing	57.6%
Watching television, reading newspaper	55.4%
Lazing around the house	53.3%
Reading, listening to music, playing games at home	39.9%
Shopping	38.5%
Sleeping	32.0%
Going out with family	28.2%
Enjoying the family atmosphere	26.3%
Watching movies, theatre, sports	21.6%
Eating out	19.8%
Drive	18.2%
Hobbies (karaoke, golf, fishing, etc)	17.9%
Eating	17.6%
Going out with friends, on date	17.3%
Exercising	12.4%
Having a long bath	10.0%
Studying	8.1%
Mobile phone	7.1%
Other	6.4%
Don’t have free time on days off	1.2%
No answer	0.1%

Q7: Which of the following is closest to your way of thinking? (Sample size=14,139)

Pay money to save time	13.5%
Spend time to save money	53.1%
Neither	32.4%
No answer	1.0%