#Japan #Tokyo #Cross Marketing #Summer Heat #Survey Insights

Understanding Summer Holiday Activities During Extreme Heat

The sweltering summer months can often deter outdoor activities, and a recent survey conducted by Cross Marketing sheds light on how individuals navigate their holiday plans in Japan amid soaring temperatures. The research, which surveyed 1,100 adults aged 20 to 69, explored how people spend their weekends during heat waves, including their reasons for going out and the facilities they prefer.

Survey Insights:

Outdoor Activities Are Limited

The majority of respondents, about 45.1%, indicated that they only venture out when necessary, suggesting a cautious approach to spending time outside. This cautiousness peaks among those in their 50s and 60s, where nearly half of the participants choose to exit only for essential errands. Meanwhile, 25.1% of those asked confirm that they do go out but prefer selecting the time and venue carefully to avoid the day's heat.

Morning Outings

The survey highlights that many respondents prefer to complete their outdoor activities before midday, with 42.2% opting to go out in the morning up until about 11 AM. Individuals in the 40 to 60 age range show a strong inclination to get their errands done early, with around 40-50% citing morning as their preferred time for outings.

The Main Reasons for Going Out

When asked about their reasons for venturing outside, 47.6% of participants indicated that they go out for essential errands such as grocery shopping, dining, or getting haircuts. This need is especially prevalent among women, who are likely to plan trips around these activities.

Preferred Indoor Venues

On extremely hot days, respondents favor certain indoor venues to escape the heat. Supermarkets and pharmacies are the top choice, with more than half (55.5%) opting to visit these places. Shopping centers and malls follow closely behind at 40.3%, indicating a preference for air-conditioned places where they can remain cool.

Homestay Activities

In instances where going out isn’t appealing, respondents often choose to stay home and engage in indoor activities. The most popular activity at home is browsing the internet or social media, attracting 45.9% of the participants. Watching television or streaming videos is also common, with many choosing to unwind by consuming digital content. Other favored activities include taking naps and handling household chores like cleaning and laundry.

Positive Views on Staying Indoors

Interestingly, the survey reveals that individuals maintain a positive outlook towards spending time indoors during heat waves. Over 40% of respondents believe that staying at home is beneficial because it provides a cool and comfortable environment. Many see these moments as an opportunity to rest and recharge, reflecting a shift in lifestyle habits during the summer months.

Conclusion

This survey reveals a significant trend: as extreme temperatures continue to affect summer activities, individuals are adapting their habits to prioritize comfort and necessary errands, favoring early morning excursions. Whether it's a quick grocery run or a restful day at home, the strategies for navigating summer heat reflect both practical needs and a shift towards embracing indoor leisure activities.

Further Reading

For more detailed insights and cross-tabulated results, feel free to check the downloadable report provided by Cross Marketing here.

About Cross Marketing

Founded in April 2003 and headquartered in Shinjuku, Tokyo, Cross Marketing specializes in marketing research and consultation services. The company's commitment to providing valuable insights helps businesses navigate fluctuating market conditions effectively. For inquiries, please contact the marketing department at +81 3-6859-1192 or via email at [email protected].