#Japan #Tokyo #Cross Marketing #Bag Survey #Everyday Bags

Introduction

In recent years, the way we use bags has evolved significantly, especially in Japan. A new survey conducted by Cross Marketing examined the preferences of individuals aged 20 to 69 regarding their everyday bags, analyzing factors such as the number of bags owned, styles in use, and the criteria for selecting a bag.

Survey Overview

The survey was carried out from May 9 to May 11, 2025, and included 1,100 valid responses from various regions across Japan. It focused on a wide range of questions, including the number of bags owned, frequently used bag types, key factors influencing bag selection, and recent purchase behavior. Notably, eco-bags were excluded from the survey to maintain a focus on primary everyday bags.

Findings

Number of Bags Owned

The survey revealed that most respondents own three bags on average, with the majority owning between two to five. Interestingly, 68.5% of participants have bags they do not regularly use, and many reported having five or fewer unused bags. Among women in their 50s and 60s, approximately 20% own ten or more bags, although they have a high number of unused items as well. In contrast, men in their 30s reported fewer unused bags overall.

Preferred Bag Types

When it comes to the types of bags most frequently used, shoulder bags emerged as a top choice among women, while backpacks were favored by men. These insights illustrate a clear gender divide in bag preferences, with backpacks ranking highest for men and shoulder bags for women.

Selection Criteria

In terms of what factors influence bag selection, respondents indicated that price, design, portability, and capacity were each critical, with over 40% emphasizing these elements. Among women, 'design' topped the list, while men placed higher importance on attributes like weight and material quality. Additionally, factors such as color and the number of pockets were notably more important for women compared to men.

Recent Purchases

Regarding the timing of their last bag purchase, 39.5% of respondents reported that their most recent purchase was more than a year ago. Particularly, 46.8% of men fell into this category, whereas over half of the women surveyed (52.6%) bought a bag within the past year.

User Sentiments

Insights into consumer sentiment revealed that many people prefer to choose one good-quality and long-lasting bag that they can cherish. Others indicated that if a bag is easy to carry and store, they do not mind the brand or price, with 14.5% admitting they would prefer to go out without a bag altogether.

Conclusion

This survey sheds light on the evolving preferences of bag usage among Japanese men and women, displaying the variety of styles and practicality considered in their choices. As the survey indicates, while women's preferences lean heavily towards aesthetics, men tend to prioritize functionality, reflecting broader trends in consumer behavior in Japan. As we move forward, it will be fascinating to observe how these trends develop and how brands will adapt to meet the changing demands of consumers.

For further details on the survey, please refer to the complete report at Cross Marketing.