世論 What Japan Thinks

This is the first survey I have picked up from Ponta Research, a look at summer holiday travel plans for this year.

Demographics

Between the 7th and 11th of June 2013 2,523 members of the Ponta Research monitor group completed a private internet-based questionnaire. 51.4% of the sample were female, 18.7% were in their twenties, 19.1% in their thirties, 19.7% in their forties, 21.1% in their fifties, and 21.3% in their sixties. Furthermore, all lived in either Tokyo and the surrounding six prefectures, or Osaka and the surrounding four prefectures.

Ponta is a point card offered by the convenience store chain Lawson and supported by many other major companies.

If you’re planning to climb Mount Fuji this summer, be prepared for double if not triple the traffic in this photo, since it got awarded World Heritage status this year:

Research results

Q1: When do you plan to take your summer holidays? (Sample size=2,523, multiple answer)

Start of July (to SQ)	1.7%
Middle of July (to SQ)	2.7%
End of July (to SQ)	5.4%
Start of August (to SQ)	9.9%
Middle of August (to SQ)	28.0%
End of August (to SQ)	7.8%
Start of September (to SQ)	5.2%
Middle of September (to SQ)	3.4%
End of September (to SQ)	2.1%
October or later (to SQ)	1.8%
Don’t know, not decided (to SQ)	50.3%

Q1SQ: What do you want to do on your summer holidays? (Sample size=1,093, multiple answer)

Visit a hot springs onsen	56.3%
Eat delicious food	36.1%
Enjoy the outdoors (hill walking, swim in sea, etc)	33.9%
Laze about	33.9%
Visit a popular attraction (Mount Fuji, theme park, etc)	23.8%
Visit hometown	21.9%
Go shopping (outlet mall, etc)	18.8%
Tour historical spots	15.6%
Have a new experience	14.8%
Personal development, study, personal improvement	6.1%
Do something educational with children	2.6%
Other	4.8%
Don’t know, not decided	2.1%

Q2: How will you book, apply for your summer holidays’ travel? (Sample size=2,523, multiple answer)

At physical travel agent	18.7%
By phone to travel agent	5.5%
Via internet to travel agent, travel broker site, etc	43.2%
At physical transport facility	6.1%
Online to transport facility	17.0%
Telephone to lodgings	10.3%
Lodgings’ web site	32.6%
Other	9.5%

Q3: Where do you plan to go for your summer holidays? (Sample size=2,523, multiple answer)

Domestic overnight stay	35.6%
Domestic day trip	13.0%
Overseas	8.4%
Other	2.0%
Don’t know, not decided	51.7%