世論 What Japan Thinks

It’s getting to that time of year when we need to getting our New Year greetings prepared; this recent survey from Macromill Inc on this topic looked at not just the traditional postcards, but also electronic greetings.

Demographics

Between the 20th and 24th of November 2009 500 members of the Macromill monitor group completed a private internet-based questionnaire. The sample was exactly 50:50 male and female, although not quite 50:50 throughout each age band. 7.2% were in their teens (between 15 and 19 years old), 17.2% in their twenties, 20.2% in their thirties, 17.2% in their forties, 20.8% in their fifties, and 17.4% in their sixties.

It’s probably just my stinginess, but I’m extremely surprised that in Q1SQ3 there was no answer about “because it’s free” as the reason for sending electronic greetings!

Oh, and my New Year postcards got delivered today. My wife went a bit crazy ordering the cards, so we have Rilakkuma, two styles of Pooh, and Hello Kitty designs…

Research results

Q1: Regardless of media type (snail mail postcard, PC mail, fax, mobile mail, letters, etc) Do you plan to send New Year greetings this year? (Sample size=500)

	Yes (to SQs)	No
All	88.2%	11.8%
Male N=250	85.2%	14.8%
Female N=250	91.2%	8.8%
Teens N=36	80.6%	19.4%
Twenties N=86	83.7%	16.3%
Thirties N=101	89.1%	10.9%
Forties N=86	91.9%	8.1%
Fifties N=104	86.5%	13.5%
Sixties N=87	93.1%	6.9%

Q1SQ1: By what date do you plan to send your New Year greetings? (Sample size=441)

By 15th December	5.4%
Between 16th and 20th December	18.4%
Between 21st and 25th December	40.4%
Between 26th and 28th December	14.5%
Between 29th and 30th December	9.8%
31st December	6.3%
In the New Year	5.2%

Men were more likely to send their greetings earlier, but as you will see later, women were more likely to send mobile phone email greetings, so perhaps they could afford to be slower.

Q1SQ2: What forms of New Year greetings do you plan to send this year? (Sample size=441, multiple answer)

	Postcard (to SQ4)	Mobile email (to SQ3)	Computer email (to SQ3)	Other (to SQ4)
All	96.4%	34.9%	17.7%	0.5%
Male N=213	96.7%	30.0%	20.2%	0.0%
Female N=228	96.1%	39.5%	15.4%	0.9%
Teens N=29	86.2%	75.9%	3.4%	0.0%
Twenties N=72	90.3%	61.1%	12.5%	0.0%
Thirties N=90	98.9%	38.9%	10.0%	1.1%
Forties N=79	96.2%	25.3%	24.1%	1.3%
Fifties N=190	98.9%	27.8%	21.1%	0.0%
Sixties N=81	100.0%	9.9%	25.9%	0.0%

Q1SQ3: Why do you plan to send electronic greetings? (Sample size=190, multiple answer)

	All	Male N=87	Female N=103
Can send easily	70.5%	72.4%	68.9%
Can deliver on the stroke of midnight	48.4%	52.9%	44.7%
Don’t know contact’s physical address	38.4%	35.6%	40.8%
Easy to create	31.1%	37.9%	25.2%
Can use emoji, animated cards, etc	21.1%	17.2%	24.3%
Can send pictures, video	16.3%	16.1%	16.5%
Contact is internet-only friend	14.7%	13.8%	15.5%
Don’t want family to see the contents of the message	2.1%	0.0%	3.9%
Other	2.1%	1.1%	2.9%

Q1SQ4: About how many New Year greetings do you plan to send this year? (Sample size=441, multiple answer)

	Postcards	Mobile email	Computer email
All	52.6	4.3	2.1
Male N=213	62.0	4.6	3.0
Female N=228	43.9	4.1	1.3
Teens N=29	15.2	22.2	0.3
Twenties N=72	23.6	6.8	1.8
Thirties N=90	47.8	4.3	1.7
Forties N=79	53.1	2.1	2.0
Fifties N=190	75.5	2.1	3.1
Sixties N=81	71.3	0.5	2.5

Q1SQ5: To whom do you plan to send New Year greetings to? (Sample size=441, multiple answer)

	Friends	Family, relatives	Boss, seniors	Colleagues, classmates	Teachers	Underlings, juniors	Customers	Other
All	96.6%	79.6%	43.3%	42.6%	36.3%	28.3%	17.0%	2.0%
Male N=213	93.4%	78.9%	52.1%	45.5%	34.3%	39.0%	24.9%	1.9%
Female N=228	99.6%	80.3%	35.1%	39.9%	38.2%	18.4%	9.6%	2.2%

Q1SQ6: Compared to last year, how has the amount of New Year greetings you plan to send changed? (Sample size=441)

	Overall	Postcards	Computer email	Mobile email
Increase	15.6%	15.9%	8.2%	10.7%
Not change	73.7%	71.4%	85.5%	79.8%
Decrease	10.7%	12.7%	6.3%	9.5%

For all bar computer email, more of those in their teens and twenties plan to send more greetings.

Q2: How is your way of thinking regarding the following New Year greetings-related statements? (Sample size=500)

	Think so	Perhaps think so	Don’t really think so	Don’t think so
I’m happy when I get a New Year postcard from friends	69.4%	26.6%	3.4%	0.6%
I’m happier to get a postcard rather than email New Year greetings	56.0%	31.2%	11.0%	1.8%
Preparing New Year greeting is a bother	31.4%	53.0%	13.0%	2.6%
Exchanging New Year greetings is an important custom	39.4%	30.4%	18.4%	2.8%