Approximately 80% of young people in the Reiwa era have not bought a paper magazine this year! What is the reality?
Wakamono Research Inc. Press release: October 19, 2025 To Members of the Press It turns out that approximately 80% of young people in the Reiwa era have not bought a paper magazine this year! What is the reality behind this? We conducted a nationwide survey of young people (male and female) aged 15 to 20 asking, “Have you purchased a paper magazine this year?” With social media becoming a part of everyday life, there are whispers these days about the decline of old media. Printed media such as books, magazines, and newspapers have also been greatly affected. Scenery like reading a book while holding it in your hand or reading a newspaper open on the train are becoming less common these days. This is no exception for fashion magazines aimed at young people. With the ability to obtain information about favorite fashions and trends on social media, the very purpose of “paper magazines” is perhaps being reconsidered. So, Wakamono Research, a marketing information site aimed at teenagers and current high school students, (https://wakamono-research.co.jp/media/
https://prcdn.freetls.fastly.net/release_image/162122/90/162122-90-8d561c7da6c2dbe1fb3dc683c3fbb0f6-3083×2454.png [79.6% of young people don’t buy paper magazines because they’re “not interested” or “don’t have the money”] The results of this survey show that 79.6% of young people answered that they “don’t buy them.” It has been found that approximately 80% of young people have not bought a paper magazine this year. You can get information on your smartphone, and find out about print magazines on social media like Instagram. There were some responses, but the most common opinion was: “Because I’m not really interested in it.” “Because I’m not interested in magazines.” “Because I don’t read magazines.” Young people are saying they have no interest in paper magazines at all. They neither like nor dislike them, and they’re no longer even an option in their lives. Paper magazines have become a “nonexistent” existence. For young people in the Reiwa era, “paper magazines” are like “feature phones” in the smartphone era. Perhaps they think so. Also, surprisingly many people said, “Magazines are expensive.” “Because I feel like buying magazines is a waste of money.” “Because I don’t have the money.” “Because I can’t afford it.” “Because social media doesn’t cost anything.” Young people cite “money” as the reason for their decision. Young people are also facing the same challenges of rising prices and a tighter financial base. If you can’t afford it, there’s probably no point in buying a paper magazine you’re not that interested in. I also learned that paper magazines rank quite low in the list of things people buy with their money. “Because there’s nothing I want.” “Because there’s no magazine I want.” “Because they don’t have the supplements I want.” A certain number of young people were
dissatisfied with the content of magazines. Fashions have become more diversified than in the past, and people admire different celebrities, It’s difficult for editors to figure out what the majority is, Perhaps this is reflected in the quality of magazines. [20.4% of young people buy print magazines because their favorite idol is in them] Meanwhile, 20.4% of young people answered that they are buying print magazines this year. Many young people, “Because my favorite idol is on the cover” “Because my favorite idol is on the cover” “Because there’s a special feature on my favorite idol.” “Because my favorite idol is a model.” “Because there’s a special feature on my favorite influencer.” They cited reasons such as the fact that their favorite characters appear in the show. Also, “I only read features about my favorite idols” “I ignore anything other than my favorite idols” There were also opinions like this, The content and quality of the magazine are not important, It seems that the only deciding factor in purchasing a magazine is whether or not their favorite artist is featured. No matter how hard you think about the content, no matter how much time you spend putting together a feature, There’s no need for that; the most important thing is whether or not there’s a favorite. This is a heartbreaking outcome for editors of magazines aimed at young people. Other reasons include: “Because the bonus item was cute.” “I liked the bonus” “I wanted the bonus” “I bought it for the bonus” Young people say that these “supplements” are the reason they buy magazines. Unfortunately, the contents of the magazine seem to have absolutely no bearing on this either. “I want the bonus, but it comes with a magazine I don’t want.” It seems that some young people feel this way. In recent years, there have been cases of people buying McDonald’s Happy Meals “for the toy” and then throwing away the burgers without eating them. It seems likely that similar problems could arise with magazine supplements in the future. Still, to get young people of the Reiwa era to buy “print magazines,” It seems there’s no doubt that “oshi” and “supplements” are the two lifelines. In addition, high school boys have said, “I like the distinctive smell of magazines.” “I bought Shukan Bunshū to see the infidelity report.” “Because the actresses’ gravure photos are the best.” Some of the more mature opinions expressed were also received. [Click here for details on the survey results] You can view the full details of the survey results introduced this time on “Wakamono Research.”
https://wakamono-research.co.jp/media/gen-z-print-magazines-decline/ In addition, Wakamono Research Co., Ltd. “Network with 90% of High Schools Nationwide” “A nationwide network of over 50,000 young people” Make the most of it, Existing marketing companies and websites targeting young people and Generation Z cannot do this. We offer one-of-a-kind marketing and research. We also accept requests from companies and media outlets. Please feel free to contact us via the website below or by phone. https://wakamono-research.co.jp/ Survey period: August 22, 2025 – September 6, 2025 Research organization: Wakamono Research Inc. Survey Target: Young people aged 15-20 nationwide (male and female) Number of valid responses: 931 Survey Method: Internet research [Regarding Quotation and Reproduction of the Survey Results (Images)] If you quote or reproduce any part of this survey, Source: “Wakamono Research” URL
(https://wakamono-research.co.jp/media/) Please also include the following. ―――――――――――――――――――――――――――――――――――― [Contact for inquiries regarding this release] Wakamono Research Inc. MAIL:
contact@wakamono-research.co.jp TEL: 0120-993-703