[WOWOW Inc.] WOWOW’s “Amazing Tobi Lab” x Hakuhodo Consumer Insight Technology Research Institute “The Power of Passion Survey” Part 2
WOWOW Inc. Press Release: August 28, 2025 WOWOW’s “Immersive Tobi Lab” x Hakuhodo Consumer Insight Technology Research Institute “The Power of Passion Survey” Part 2 58.3% of people in their 50s-70s become obsessed with something through chance encounters via mass media or recommendations from others. There are six “adult obsession modes” that vary depending on how you feel about love.
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WOWOW Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Yamamoto Hitoshi) has teamed up with Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Nagura The Sei-katsu-sha Inspiration Technology Research Institute, which promotes the updating and utilization of sei-katsu-sha insights (Kenji), is conducting joint research on the possibilities of adults having things they can become passionate about (the power of passion). The results of the first joint research project (an online survey of 18,000 men and women aged 20-74), “The Power of Passion Survey Report Vol. 1,” released in June 2025, revealed that one in two people aged 20-74 (51.2%) have something they are passionate about*1, and that people who have something they are passionate about have nearly twice the life satisfaction of those who do not. Furthermore, the results also revealed that people (17.3% of people aged 20-74) who are not simply passionate but have “personal passions*2” that are unaffected by the opinions of others have higher scores on various aspects of life satisfaction. In the second phase of this joint research (an online survey of 1,500 men and women aged 50-74), we focused on people in their 50s and older, living in the second half of the 100-year lifespan era, and explored the “way of passion” of people with “personal passions” who are particularly highly satisfied with life. We will introduce some key findings regarding the actual state of passions of people in their 50s-70s (22.5% of those aged 50-74) who have personal passions. 《Survey Overview》 Survey Method: Internet Survey Survey Target: 1,500 men and women aged 50-74 who have a “personal passion*2” *Respondents were collected equally by gender and age group in five-year increments and weighted based on demographic trends. Survey area: Nationwide in Japan Survey period: March 1st (Sat) and 2nd (Sun), 2025 Research Organization: WOWOW Inc.’s “WOWOW Dreamy Tobi Lab,” Hakuhodo Inc.’s “Consumer Insight Technology Research Institute” Research Commissioned by: Marketing and Associates Inc. AI Analysis Commissioned by: Adan AI Solutions For details on the survey results, please visit the “WOWOW Muchulabo” website.
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