Macromill Co., Ltd.
Survey on new adults in 2023 (Macromill survey)
In the era of COVID-19, 60% said they would not restrict going out even if the number of infected people increased, and were positive about making friends. “TikTok” usage rate quadrupled in three years. New adults expected to play an active role are “Souta Fujii” and “Ado”
Macromill Co., Ltd. (Headquarters: Minato-ku, Tokyo, President and Global CEO: Toru Sasaki, hereinafter referred to as Macromill) delivers the latest trend information unraveled by data as a newsletter.
The theme this time is “new adult”. Due to the revision of the Civil Code, the age of adulthood will be lowered to 18 from April 2022. Along with this, on Coming-of-Age Day (January 9) this year, many municipalities across the country are planning to change the name of the ceremony to “20-year-old gathering” and hold the ceremony. We conducted a survey of 500 people to find out what kind of characteristics this year’s 20-year-old gathering (coming-of-age ceremony) has. We would like to introduce some of the thoughts, interests, usage of various services, etc. This survey started in 2008, and this is the 16th fixed-point survey.
[Image 1
■ Topics
2023 20-year-old gathering (coming-of-age ceremony), “participation” 66.2%, “not sure” 11.8%, “non-participation” 18.4%
Interesting news, 1st place “Countermeasures against the declining birthrate”, 2nd place “Economic and financial policies”, 3rd place “Work style reforms / promotion of women’s participation”. “Public health/infectious disease control” decreased significantly by 10.8 points from last year
18.4% who can expect future “Japanese politics”, 5.6 points lower than last year 80% of new adults in the With Corona era are “conscious of infection prevention measures as much as possible”, while 60% are “not restricting going out even if the number of infected people
increases”
Be proactive in making friends. “I want more friends,” “I want shallow and wide-ranging friends,” and “I want same-sex friends,” increased by 6-7 points from last year.
“Instagram” and “TikTok” are making rapid progress in the usage rate of SNS. “Instagram” surpassed “Twitter” and rose to second place, and “TikTok” quadrupled in three years. Video service is overwhelmingly “YouTube” at 83.6%
Trusted information sources are “TV” and “news sites / apps”, followed by “official SNS of companies etc.”
2023 new adult rankings that are expected to be active! 1st place: Sota Fujii (Shogi player), 2nd place: Ado (singer), 3rd place: Shunsuke Michieda (Naniwa Danshi)
■ Survey results
1. 2023 20-year-old gathering (coming-of-age ceremony),
“participation” 66.2%, “not sure” 11.8%, “non-participation” 18.4% When asked about their intention to participate in the 20-year-old gathering (coming-of-age ceremony) in January 2023, 66.2% said they would participate. In addition, 11.8% said they were hesitating to participate, and 18.4% said they would not participate.
[Image 2
Intention to participate in coming-of-age ceremony in 2023
2. Interesting news, 1st place “Countermeasures against the declining birthrate”, 2nd place “Economic and financial policies”, 3rd place “Work style reforms / promotion of women’s participation”. “Public health/infectious disease control” decreased significantly by 10.8 points from last year
Political, economic, and social news that people are interested in are 1st place: Countermeasures against the declining birthrate, 2nd place: Economic and financial policies, and 3rd place: Work style reforms and women’s empowerment. In addition, “Public health/infectious disease control” has decreased significantly by 10.8 points from last year, indicating that interest in information related to the new coronavirus has become regular.
[Image 3
Political, economic and social news of interest
3. 18.4% who can expect future “Japanese politics”, 5.6 points lower than last year
This year’s 20-year-old gathering (coming-of-age ceremony) is the second since the Kishida administration was inaugurated. When asked how much they can expect from “Japanese politics” in the future, a total of 18.4% (2.4% have high expectations + 16.0% have relatively high expectations), a decrease of 5.6 percentage points from last year. did. In addition, “cannot expect” increased by 7.2 points, the highest since 2013 when the survey started.
The reasons given by those who answered that they were hopeful (free answer) included “advancement of digitalization” and “because of the lowering of the voting age, it has become easier for young people’s voices to be reflected.” On the other hand, the reasons given by those who answered that they could not expect it were “declining trust due to many scandals” and “insufficient measures to deal with the declining birthrate.”
[Image 4
Can we expect “Japanese politics”?
4. 80% of new adults in the With Corona era are “conscious of infection prevention measures as much as possible”, while 60% are “not restricting going out even if the number of infected people increases”
When asked about their thoughts on the new coronavirus, 79.6% of respondents said they were “as conscious as possible” about
“preventive measures”, and 58.4% said “no restrictions” about “restrictions on going out when the number of infected people increases”. more than half. It highlights the tendency of the With Corona era to prevent infection as much as possible and not to restrict going out more than necessary.
[Image 5
Thoughts on the new coronavirus
5. Be proactive in making friends. “I want more friends,” “I want shallow and wide-ranging friends,” and “I want same-sex friends,” increased by 6-7 points from last year.
When asked about their thoughts on friends, a total of 58.6% (27.8% very agree + 30.8% somewhat agree) said they would like to have more friends, an increase of 7.6 percentage points from last year. Similarly, “I want friends with whom I can socialize shallowly and widely” and “I want friends of the same sex” increased by 6 points and 6.2 points respectively from last year. It seems that he is positive about making friends, probably because he was unable to expand his friendships due to the corona crisis.
[Image 6
Thoughts on “Friends”
6. “Instagram” and “TikTok” are making rapid progress in the usage rate of SNS. “Instagram” surpassed “Twitter” and rose to second place, and “TikTok” quadrupled in three years. Video service is
overwhelmingly “YouTube” at 83.6%
“LINE” (95.8%) remains the number one SNS usage rate, while “Instagram (85.4%),” which has been on the rise every year, rises to second place, and “Twitter (79.2%)” ranks third for the first time this year. The order has been reversed. In addition, “TikTok” (48.2%), which ranked 4th, is also making rapid progress, quadrupling in just three years from 12.2% in the 2020 survey conducted just before the spread of the new coronavirus infection.
In addition, when asked about the usage status of the video service newly established this year, “YouTube” (83.6%) was overwhelming. [Image 7
SNS usage
[Image 8
Video service usage
7. “Official SNS of companies, etc.” ranked third as the most trusted source of information, following “television” and “news sites/apps.” When asked what they get their news and topical information from, “TV (70.2%)” was by far the most popular, followed by “News sites/apps (40.6%)” in second place. 3rd place followed by “Video sharing service (YouTube, TikTok, etc.) (40.2%)”.
When asked which information sources they trust, 1st place was “television (55.0%)” and 2nd place was “news sites/apps (27.4%)”, but the 3rd place was “social media (official websites of companies, etc.)”. accounts) (19.8%)”.
[Image 9
Sources of news and topics, and which ones you trust
8. 2023 new adult rankings that are expected to be active! 1st place: Sota Fujii (Shogi player), 2nd place: Ado (singer), 3rd place: Shunsuke Michieda (Naniwa Danshi)
Finally, we asked which of this year’s new adults (celebrities) we expect and support. 1st place was “Souta Fujii (Shogi player)”, 2nd place was “Ado (singer)”, and 3rd place was “Shunsuke Michieda (Naniwa Danshi)”. Ado, which became a hot topic in Kouhaku, seems to be gaining popularity. 4th to 10th place are as follows.
[Image 10
2023 new adult ranking top 10 expected to be active
Click here for a free report (graph collection) of all survey results If you are interested in this article, you can download the graph collection of all questions from the following.
https://data.macromill.com/data/report_newadult_2023.pdf
■Survey overview
Survey subject: Macromill
Survey method: Internet research
Survey target: Nationwide, 2023 coming-of-age ceremony participants (Macromill monitor members)
*Born between April 2, 2002 and April 1, 2003, the target age for the coming-of-age ceremony in January 2023
Allocation method: 250 male samples, 250 female samples / total 500 samples Survey period: December 9, 2022 (Friday) to December 12, 2022 (Monday) [About quoting and reprinting]
The copyright of this report is held by Macromill Co., Ltd.
When quoting or reprinting, please check the following prohibitions and precautions, and specify the source as “Macromill Co., Ltd. research”.
※Prohibited matter
Quoting or reprinting part or all of the content published in this article is prohibited. Please refrain from using it for advertising products and services. Also, if you wish to quote or reprint in materials or productions for the purpose of sales, please be sure to consult us in advance.
*Disclaimer
We do not take any responsibility for any damages or other troubles that may occur to users or third parties as a result of reprinting or quoting.
[Image 11
Details about this release:
https://prtimes.jp/main/html/rd/p/000000617.000000624.html