High-Income Households Prioritize Travel and Leisure Services in 2023

In an extensive survey conducted by LOBBY, a company based in Shinjuku, Tokyo, it has been revealed that over 70% of individuals in high-income households earning more than 15 million yen perceive time efficiency (タイパ, time performance) as a crucial factor in their consumption habits. The survey targeted men and women aged between their 20s and 50s, providing a detailed analysis of what services high-income earners found most satisfactory this year, shedding light on current consumption trends.

Background

In today's fast-paced society, there is an increasing emphasis on time-saving and efficiency across various aspects of life. This shift in consumer behavior is particularly pronounced among individuals with a substantial disposable income. Understanding the value placed on different services by these high-income individuals is critical for comprehending modern consumption trends. The survey aimed to uncover which services were perceived as the best over the past year among this demographic.

Key Findings of the Survey

- Over 70% of individuals in high-income households prioritize time efficiency in their consumption decisions.
- The top category of services rated as the best this year was travel and leisure, garnering 43.2% of the votes.
- The primary motivation for choosing these services was a desire for mental satisfaction and a sense of richness, cited by 32.3% of respondents.
- Nearly 60% of high-income individuals felt that their best-rated services offered high time-efficiency.
- Over 40% appreciated aspects beyond time efficiency, emphasizing mental satisfaction as a key factor in their choices.
- Most respondents indicated that they spent less than 30,000 yen monthly on the services they rated as the best this year.

Survey Overview

- Period: October 15-17, 2025
- Method: Internet survey
- Participants: 331 individuals from households earning over 15 million yen
- Provider of the panel: RC Research Data

Insights on Consumption Trends

The survey's results highlighted a clear trend among high-income households: time performance and mental satisfaction play significant roles in the decision-making process for choosing services. Questions posed to the participants revealed that many prioritize services that help enhance their lifestyle quality.

Representatives from LOOBY stated, “More than half of the participants indicated a monthly spending of less than 30,000 yen on their top-rated services, showing that high-quality services don’t necessarily need to be extraordinarily expensive to deliver value.”

Preferences for Services

When inquiring about which service category was deemed most satisfying in the past year, travel and leisure were overwhelmingly favored. This category not only provided enjoyment but also offered emotional benefits, allowing individuals to experience a break from their often hectic lives.

When asked about motivations for adopting the most satisfactory services, the top reason provided was the pursuit of mental satisfaction and well-being. This suggests that high-income consumers are not merely looking for utility but are also prioritizing their holistic well-being through their service choices.

The Role of Time Efficiency

Interestingly, nearly 60% of respondents felt their top-rated services provided high time efficiency, indicating that consumers are keen on maximizing their productivity without sacrificing personal enjoyment. This reinforces the trend toward identifying services that provide not only value for money but also high returns on time invested.

Additionally, when pressed to identify other appealing aspects beyond time efficiency, the most repeatedly heard response was mental satisfaction, showing that emotional and psychological benefits significantly influence their preferences.

The Appeal of Professional Services

The survey results also highlight the growing importance of professional services that cater to these high demands for both time efficiency and mental satisfaction. Companies like LOBBY, which provides housekeeping and related services, cater to these needs by promising high-quality, reliable service.

LOBBY focuses on easing the daily burden of chores, allowing high-income individuals more time to devote to their hobbies and self-investment, thus contributing to the overall satisfaction of their lifestyles.

Conclusion

This survey offers profound insights into the expectations and preferences of high-income individuals regarding service consumption. The preference for travel and leisure services underscores a larger trend that emphasizes time efficiency and mental well-being, which organizations should keep in mind when devising their service offerings in the future.

For more information on LOBBY’s services, visit LOBBY's official website.