Neo Marketing Co., Ltd.
“Consumer Awareness Survey 5th”
42.5% of women in their 30s often “try to buy new or unusual items.” In general, women are more conscious of environmental issues than men.
Neo Marketing Co., Ltd. (location: Shibuya-ku, Tokyo), which provides consumer-oriented research and marketing support, will be 18 years old nationwide for 6 days from November 15, 2022 (Tuesday) to November 21, 2022 (Monday). We conducted an Internet research on the theme of “consumer consciousness” for the above men and women.
-Survey Background-
NeoMarketing has started a project to measure consumer awareness at a fixed point together with the social research support organization Chiki Lab (Representative: Chiki Ogiue). In this project, we will continuously listen to the following contents.
・Life satisfaction
・Moods such as tension and anxiety
・About shopping consciousness and behavior
・Reliable sources of information
・Awareness of environmental issues
・About actions for one month (including implementation status of corona countermeasures)
・Other attribute information
In this 5th release, we will focus on “shopping awareness and behavior” and “environmental awareness” from the above. Please use it as a reference for your future marketing activities.
[Table 3: https://prtimes.jp/data/corp/3149/table/321_1_dfb038a6091ea40fd28fa15f0c2a5749.jpg ]
[Survey overview]
1. Survey method: WEB survey method using the system of the survey site “I Research” operated by Neo Marketing Co., Ltd.
2. Survey target: Men and women aged 18 to 79 nationwide among eye research registered monitors
3. Number of valid responses: 1000 (assigned by gender and age based on demographics)
[Image 1
Four. Survey implementation date: November 15, 2022 (Tuesday) to November 21, 2022 (Monday)
◆ “Consumer Awareness Survey Vol. 5” Main Questions and Answers
[Table 4: https://prtimes.jp/data/corp/3149/table/321_2_0563add80970a11e143486a382043ed5.jpg ]
■ Choose by emphasizing substance (content) rather than appearance (m=1,000) [Image 2
We asked them about their attitudes and behaviors regarding their daily shopping, whether they “select by focusing on substance (contents) rather than appearance.”
Looking at the results of responses by age group, it can be seen that the older the age group, the stronger the tendency to “emphasize substance (content) rather than appearance.”
However, looking at the answer results of the youngest “18 to 29 years old”, it can be seen that both men and women exceed 60%. (Total of “strongly agree”, “agree”, and “somewhat agree”)
From these results, there was no tendency to disregard the substance (content) just because they were young, and it was clear that they were generally making cautious purchases on a regular basis. ■ Visit a new store when it opens (n=1,000)
[Image 3
We asked them about their attitudes and behavior toward everyday shopping, whether they would visit a new store when it opens. Overall, 33.9% of respondents expressed curiosity about newly opened shops. (Total of “strongly agree”, “agree”, and “somewhat agree”) Comparing men and women, especially in the case of men, there was a marked tendency that curiosity decreased as the age increased. In the case of men, does it mean that the desire to challenge new stores (real stores) fades with age?
On the other hand, the most notable answer among women is “18 to 29 years old”. Only TOP2 (the sum of “I agree” and “I agree”) is 13.3%, which is higher than any other age group.
However, since only 22.7% of respondents answered that they “somewhat agree”, it was found that women aged 18 to 29 were “more curious” (=degree of curiosity) toward newly opened shops. It can be read that there are slightly more people with strong
We also found that women in their 30s show the highest curiosity about newly opened shops. (Total of “strongly agree”, “agree”, and “somewhat agree”)
■ I often try to buy new or unusual items (n=1,000)
[Image 4
We asked respondents about their attitudes and behaviors regarding their daily shopping, whether they often try to buy new or unusual items.
As a result of the overall response, 29.5% found that they were taking an “aggressive” purchasing behavior of purchasing new products and unusual products. (Total of “strongly agree”, “agree”, and “somewhat agree”)
Looking at the responses by age group, we can see that the older the age group, the more conservative purchasing behavior gradually becomes.
However, what is noteworthy is the results of women’s responses. Age and conservativeness are not proportional, and 42.5% of women in their 30s are taking “aggressive” purchasing behavior.
■ Spending money on leisure and education is better than buying various things (n=1,000)
[Image 5
We asked respondents whether they thought it would be better to spend money on leisure and education rather than buying various things, regarding their attitudes and behavior toward everyday shopping. Looking at the overall response results, it can be seen that 41.1% are “emphasizing things rather than things.” (Total of “strongly agree”, “agree”, and “somewhat agree”) Overall, it may be a little
“object-oriented”.
Meanwhile, in the case of men, as the age increases, there is a noticeable tendency for the percentage of men who think that it is better to spend money on leisure and education rather than buying various things. While men tend to lose their activeness as they age, women seem to have a smaller age-related emphasis on things and things than men.
■ Shopping is done in as short a time as possible (n=1,000)
[Image 6
We asked respondents about their awareness and behavior regarding their daily shopping, whether they “do shopping in as short a time as possible.”
Comparing the response results of all men and all women, there was no big difference between 65.7% for men and 61.7% for women. (Total of “strongly agree”, “agree”, and “somewhat agree”)
In other words, this survey did not show any tendencies such as “men (women) shop faster” or “women (men) enjoy shopping more slowly”. ■ I would like to purchase eco-friendly products (n=1,000)
[Image 7
We asked respondents whether they would like to purchase eco-friendly products as their daily awareness of environmental issues.
Looking at the overall response results, we can see that 37.3% indicated their intention to purchase eco-friendly products. (Total of “Applicable” and “Slightly Appropriate”)
Even though it is assumed that the quality of the product is guaranteed, there are some cases where “environmentally friendly products” lead to purchases to a certain extent.
For both men and women, people in their 70s had the highest purchase intention, with 50.0% of men and 65.1% of women.
■ I want to use an environment-friendly place (n=1,000)
[Image 8
We asked respondents whether they would like to use an
environment-friendly place as an everyday awareness of environmental issues.
Looking at the overall response results, it can be seen that 39.4% and about 40% indicated their intention to use environmentally friendly places. (Total of “Applicable” and “Slightly Appropriate”)
Similar to the question above, “I want to try to purchase eco-friendly products,” the highest percentage of both males and females in their 70s were willing to use the facility, with 55.4% of males and 58.1% of females. .
■ I like companies that are working to solve environmental and social issues (n=1,000)
[Image 9
We asked respondents whether they like companies that are working to solve environmental and social issues, regarding their usual awareness of environmental issues.
Looking at the overall response results, it can be seen that 38.9% and about 40% are favorable to companies working to solve environmental and social problems. (Total of “Applicable” and “Slightly
Appropriate”)
Similar to the questions above, “I want to purchase environmentally friendly products” and “I want to use environmentally friendly places,” it seems that women have a stronger awareness of
environmental issues when evaluating companies. I heard.
Looking at the results of all women’s answers, 45.2% show a preference for companies that are working to solve environmental and social problems. (Total of “Applicable” and “Somewhat applicable”) Although it did not reach half, it greatly exceeded 32.5% of men.
■ Increased awareness of environmental issues (n=1,000)
[Image 10
Looking at the results by age group, although there are some fluctuations, there is a tendency for people to become more aware of environmental issues as they get older.
Among those in their 70s, 59.4% of men and 73.2% of women answered that they )
We asked respondents whether they were aware of environmental issues on a regular basis, and whether they were paying attention to energy conservation.
Comparing all men and all women, 60.1% of men and 71.5% of women answered that they are aware of energy conservation, a difference of 11.4 points. (Total of “Applicable” and “Slightly Appropriate”) In particular, there was a tendency for women in their 40s to suddenly become more aware of energy conservation. Comparing only the percentage of women in their 30s who answered “Applicable,” the figure was 15.1% for women in their 40s, while the figure for women in their 40s was more than double that, 39.4%.
In addition, 37.2% of women in their 50s, 35.6% of women in their 60s, and 36.0% of women in their 70s show that they are maintained at a consistently high level after their 40s.
■ We are careful not to cause food loss (n=1,000)
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We asked them if they were aware of environmental issues on a regular basis and were careful not to cause food loss.
Looking at the results of responses from all men and all women, 65.5% of men and 80.4% of women answered that they were careful not to waste food, a difference of 14.9 points. (Total of “applicable” and “somewhat applicable”) The fact that women have more opportunities to cook may also lead to differences in awareness of food waste. In addition, regarding the question “Are you careful about energy saving?”, women in their 40s seemed to suddenly become more conscious, and the same result was obtained for food loss.
Comparing only the percentage of women who answered “Applicable”, it was 21.9% for women in their 30s, but it was more than double that for women in their 40s, 47.9%.
■ Click here for the survey service used in this survey
Online research: https://neo-m.jp/research-service/netresearch/ ■ Request for credit notation when quoting or reprinting
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