November 19, 2024
This report is conducted by Z.com Engagement Lab, focuses on the perspectives of Japan's middle-aged population (ages 31-60) regarding the country’s future development, reforms, consumption habits, and information channels. The findings indicate that this demographic is generally pessimistic about the future direction and strongly desires policy reforms. They also express a preference for more freedom and openness in government regulation, while showing a high degree of independence in their psychological needs.
According to the survey, 44% of Japanese citizens aged 31-60 believe that the country may head in the wrong direction over the next 12 months, while 33% remain optimistic, expecting the nation to move in the right direction. The remaining 23% of respondents are neutral, revealing a divergence in opinions about the future. This also reflects a sense of unease among some groups regarding the current political and economic situation.
A notable 77% of Japanese citizens aged 31-60 feel that Japan urgently needs substantial reforms within the next 12 months, while only 7% believe no changes are necessary. This reflects widespread dissatisfaction with the current state of the country, as many citizens hope the government will make policy adjustments to address today’s challenges.
On the topic of government control, 63% of respondents expressed a desire to see reduced regulation over industries, while only 12% believe that regulation should be increased. This reflects a preference among the Japanese public for a freer market economy, particularly as reduced government intervention is seen as an essential measure to stimulate economic growth during the post-pandemic recovery period.
In terms of consumption, 45% of respondents indicated that they plan to increase their spending budget over the next 12 months, while 28% lean toward reducing their expenditures. This reflects an optimistic outlook among some groups regarding the economic future, with a willingness to spend more, while others remain cautious about the economic environment.
The national NPS (Net Promoter Score) reveals the willingness of Japan's middle-aged population to recommend products from various countries, highlighting the image of foreign brands in Japan. Japan’s NPS score is -9, showing a noticeable advantage compared to other countries, such as the United States (-52) and China (-90). This suggests that Japanese products and services still hold a strong position in the domestic market. For foreign brands entering the Japanese market, enhancing brand image and building customer loyalty may be essential to engaging Japan’s middle-aged consumers.
Regarding information channels, 57% of Japanese citizens primarily receive their daily information through online devices, while traditional television accounts for 19%, and offline sources make up 20%. This indicates a clear trend of digitalization among Japan's middle-aged population, though traditional television and offline sources remain important mediums for communication.
On a psychological level, Japan’s middle-aged population shows a high need for "Sociability" (I prefer spending time alone.), scoring 6.73. This suggests a strong inclination toward needing personal space and time in daily life, with a preference for engaging in activities in relatively quiet, undisturbed environments.
Z.com Engagement Lab will continue to monitor the consumption habits of Japan’s 31-60 year-olds and update the survey data, keeping track of market trends and changes in consumer demands.
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