November 6, 2024
This report is conducted by Z.com Engagement Lab, focusing on the perspectives of the 16-30 age group in Japan regarding national development, desire for change, consumption habits, and information channels. The findings reveal that there is no strong consensus; however, young people relatively hold a positive outlook on the country’s future direction and have a strong demand for policy change. They express a preference for more freedom and openness in government regulation and demonstrate a growing trend in consumption behavior.
The survey shows that among young people aged 16 to 30, only 40% have a positive view of Japan’s development direction for the next 12 months, believing that Japan is moving in the right direction. Conversely, 35% think Japan will move in the wrong direction, while 24% hold neutral opinions. There is no strong consensus among Japanese youth regarding the future direction of the country.
The uncertainty surrounding the direction of national development has led 73% of young people to believe that Japan requires significant reforms in the next 12 months. Only 8% feel that no major changes are necessary, highlighting the strong demand for reform among Japan’s youth, who hope for future policies and social conditions to better align with their expectations.
Regarding government control, 63% of young people prefer less government intervention and regulation, while 23% remain neutral. Only 14% believe that control should be increased. This reflects the emphasis young people place on personal freedom and innovation, seeking more room for development rather than being constrained by cumbersome regulations.
In terms of consumption, nearly 60% of young people are optimistic about their spending in the future, with 59% anticipating an increase in their expenditures over the next year, while only 21% expect a decrease. This indicates that the purchasing power of Japan’s youth remains strong, and they are willing to invest more money in products that align with their values and lifestyles.
According to the Net Promoter Score (NPS) for different countries, Japanese youth’s willingness to recommend products from various nations reflects the brand image of these countries in Japan. The NPS for Japan and the United States stands at -20 and -56, respectively, indicating a higher level of affinity among young people for these two countries. In contrast, China has an NPS of -85, showing significant negative evaluations. This serves as an important reference for multinational brands, highlighting the need to strengthen brand image and enhance young consumers’ recognition of their brands.
When it comes to information reception, 68% of young people primarily acquire their daily information through online devices (such as smartphones or computers). The proportions for television (14%) and other channels (4%) are relatively low.
On a psychological level, young people exhibit a strong need for “sociability.” The score for “sociability (I prefer spending time alone.)” is the highest at 6.99, reflecting their desire for independent personal space in a complex social environment.
Z.com Engagement Lab will continue to monitor the consumption habits of Japan’s 16-30 year-olds and update the survey data, keeping track of market trends and changes in consumer demands.
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