世論 What Japan Thinks

To follow up on my previous survey from O-Net and Rakuten, here is a pretty massive survey from Macromill Research looking at coming of age in 2011 – it was released on the 7th of January but didn’t appear in their feed until the 28th. This will be presented in three parts.

Demographics

Over the 21st and 22nd of December 2010 500 members of the Macromill monitor group born in 1990 or 1991 who would be coming of age in 2011 completed a private internet-based questionnaire. The sample was exactly 50:50 male and female.

In Q15 I must say I am most happy to see that beer takes its rightful place at the top of the list of things to be glad about when turning twenty! Furthermore, voting coming second is another heartening sign.

Research results

Q13: Do you agree or disagree with the following statements? (Sample size=500, multiple answer)

I’m smart when it comes to using coupons, point cards when shopping

	All	Male N=250	Female N=250
Agree	57.0%	50.0%	64.0%
Somewhat agree	35.4%	40.4%	30.4%
Somewhat disagree	7.0%	8.4%	5.6%
Disagree	0.6%	1.2%	0.0%

Rather than impulse buying, I make comparisons before purchasing

	All	Male N=250	Female N=250
Agree	31.2%	33.6%	28.8%
Somewhat agree	43.2%	43.6%	42.8%
Somewhat disagree	22.2%	18.8%	25.6%
Disagree	3.4%	4.0%	2.8%

When it comes to paying the bill at restaurants, regardless of age, sex, etc, splitting the bill is better

	All	Male N=250	Female N=250
Agree	20.6%	20.0%	21.2%
Somewhat agree	38.2%	35.2%	41.2%
Somewhat disagree	33.0%	33.6%	32.4%
Disagree	8.2%	11.2%	5.2%

I don’t like having to worry about treating people/being treated

	All	Male N=250	Female N=250
Agree	19.8%	15.6%	24.0%
Somewhat agree	35.6%	33.2%	38.0%
Somewhat disagree	33.2%	35.6%	30.8%
Disagree	11.4%	15.6%	7.2%

My way of thinking is not “Because they/I am a man/woman, it must be done this way

	All	Male N=250	Female N=250
Agree	23.4%	24.0%	22.8%
Somewhat agree	38.0%	36.4%	39.6%
Somewhat disagree	31.6%	34.0%	29.2%
Disagree	7.0%	5.6%	8.4%

Declaring one’s love is something for men to do

	All	Male N=250	Female N=250
Agree	14.6%	14.0%	15.2%
Somewhat agree	35.6%	32.4%	38.8%
Somewhat disagree	30.8%	32.0%	29.6%
Disagree	19.0%	21.6%	16.4%

Men should pick up most of the tab on dates

	All	Male N=250	Female N=250
Agree	12.8%	16.4%	9.2%
Somewhat agree	37.2%	42.0%	32.4%
Somewhat disagree	32.4%	26.4%	38.4%
Disagree	17.6%	15.2	20.0%

Both husband and wife working is ideal

	All	Male N=250	Female N=250
Agree	22.8%	16.4%	29.2%
Somewhat agree	41.6%	44.8%	38.4%
Somewhat disagree	28.2%	30.8%	25.6%
Disagree	7.4%	8.0%	6.8%

After marriage I want both of us to share in the housework

	All	Male N=250	Female N=250
Agree	33.2%	30.8%	35.6%
Somewhat agree	49.4%	50.4%	48.4%
Somewhat disagree	11.4%	12.4%	10.4%
Disagree	6.0%	6.4%	5.6%

After marriage I want to devote myself to housework and child-rearing (women only)

	Female N=250
Agree	14.4%
Somewhat agree	36.4%
Somewhat disagree	37.2%
Disagree	12.0%

The relationship between husband and wife should be that of equals

	All	Male N=250	Female N=250
Agree	46.8%	42.4%	51.2%
Somewhat agree	45.2%	49.2%	41.2%
Somewhat disagree	6.0%	5.6%	6.4%
Disagree	2.0%	2.8%	1.2%

Q14: How do you think about the following topics? (Sample size=500, multiple answer)

	Agree	Somewhat agree	Somewhat disagree	Disagree
Coming of Age ceremony is necessary	24.8%	37.0%	21.6%	16.6%
It is the responsibility of citizens to pay pension contributions	30.2%	46.2%	16.2%	7.4%
When one comes of age it is necessary to be aware that one is an adult	51.0%	40.6%	6.6%	1.8%

Q15: What is great about being turning twenty? (Sample size=500, multiple answer)

	All	Male N=250	Female N=250
Can drink alcohol	49.0%	48.0%	50.0%
Can vote	33.6%	38.4%	28.8%
People will look on me as an adult	26.2%	25.2%	27.2%
Can get a credit card without requiring parental assent	15.8%	14.8%	16.8%
Can attend a Coming of Age ceremony	15.0%	13.2%	16.8%
Can get married without requiring parental assent	10.0%	8.0%	12.0%
Can gamble on horses, boats, bikes, etc	5.8%	9.6%	2.0%
Can smoke	5.2%	6.4%	4.0%
Other	2.2%	2.4%	2.0%
Nothing in particular	28.2%	29.2%	27.2%