At Home Co., Ltd.
Survey on Gen Z lifestyle
One in five generation Z people living alone has a space for “push”. More than 60% answered that they would like to live in different places according to their life stage.
At Home Co., Ltd., a real estate information service company (Headquarters: Ota-ku, Tokyo; President: Yasushi Tsurumori;
hereinafter referred to as At Home) is a life insurance company targeting Generation Z (ages 17 to 26) who currently live alone in rental properties. We conducted a survey on style, values, and desired housing.
Generation Z values
・Approximately 70% emphasized “time performance (typer) and efficiency” Generation Z lifestyle
・The most trusted SNS used to collect information is “Instagram” at 15.2% ・ 1 in 4 people do not have a vacuum cleaner
・ About 70% of the respondents said “watching videos” and
“watching/posting on SNS” on how they spend their days off at home. ・ 1 in 5 people answered that there is a space for “push”
Housing that Generation Z wants
・ More than 60% answered that they would like to live in different places according to their life stage.
・ 51.5% of the housing conditions that are emphasized are “convenient for commuting to work or school”, and 37.5% of the facilities are “independent washbasin”.
What to expect from a real estate company
・When receiving a call from an unknown number, more than half of the respondents said, “Do not answer immediately, but check the number and call back.” ・70% of Generation Z respond to both “application from web form” and “electronic signature.” Willing to use more than
≪Values of Generation Z≫
■ Approximately 70% emphasize “time performance (typer) and efficiency” When asked about the way of thinking of each item on a five-point scale, “time performance (taipa) and efficiency are important”, “I want to prioritize what I think is better than what is trendy”, “When buying things, Approximately 70% of the respondents answered that they “agree” or “rather agree” with respect to “cospa (cheap price for quality)”, showing a severe way of thinking about costs such as time and money.
≪Lifestyle of Generation Z≫
■ The most trusted SNS used to collect information is “Instagram” at 15.2%. “Search sites such as Google and Yahoo!” ranked first in terms of what they use to collect information and what they trust the most. On the other hand, 15.2% of respondents answered “Instagram” as the most trusted one, which was the highest result among SNS.
■ 1 in 4 people do not own a vacuum cleaner
It turned out that about 20% of the Z generation living alone do not have a “TV”. In addition, one in four people do not have a “vacuum cleaner” and use sticky cleaners or mops instead.
About 70% of the time spent at home on holidays are “watching videos” and “watching/posting on SNS”
Regarding how to spend holidays at home, “watching videos on video distribution services” and “watching/posting on SNS” ranked high, and it seems that many people use the Internet to spend their time. [Image 5
■ 1 in 5 people answered that there is a space for “push”
About half of the Z generations living alone answered that they are doing “Oshikatsu / Otakatsu”. In addition, it was found that about 40% of them had a space related to “push” in the room. When asked about their favorite space, nearly half answered 4 square meters or more. [Image 6
≪Housing that Generation Z seeks≫
■ More than 60% answered that they would like to live in different places according to their life stage.
More than 60% of respondents answered that they would like to live in a different place depending on their life stage, and there was an intention to change their residence according to job changes, marriage, etc. In addition, more than 20% answered that they do not need a bathtub, and it was found that there are a certain number of people who just take a shower.
■Convenience for commuting to work or school: 51.5%
Convenience for commuting to work or school was the top choice at 51.5%, surpassing floor plan and size. It seems that the
characteristics of Generation Z that want to use time effectively are appearing. In terms of home facilities that are considered important, 37.5% of respondents chose “independent washbasin”, followed by “interphone with monitor” at 33.8%, and “free internet” at 33.0%. [Image 8
≪Things to ask of a real estate company≫
■ When receiving a call from an unknown number, more than half of the respondents said, “Don’t answer right away, look up the number and call back.”
When receiving a call from an unknown number, only 10% answered that they would answer immediately, and more than half answered that they would check the number and call back instead of answering immediately. [Image 9
■ More than 70% of Generation Z intend to use both “application for moving in from the web form” and “electronic signature”
More than 70% of respondents answered that they “want to use” and “rather prefer to use” for “application from web form” and “electronic signature”. Comments such as “because it seems convenient” and “because I feel that it is reliable because it incorporates the latest IT tools” were conspicuous.
■Survey method/questionnaire survey via the Internet
■Survey period/November 18 (Friday) to November 21 (Monday), 2022 * Total may not add up to 100% due to rounding off to the second decimal place. -About the survey results-
In addition to this survey, At Home regularly conducts surveys on housing, such as those who live in rental properties and those who have purchased detached houses and condominiums. In addition, we are also conducting surveys that match trends in the real estate industry, such as “survey on online documents and electronic signatures in real estate transactions” and “ranking of property information that tends to be overlooked when looking for a home.” Please feel free to contact us for more information on past survey results.
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