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Changing Trends in Oshi Activities: Survey Insights

The concept of 'oshi' activities, which refers to the engagement and support for a favorite idol, character, or hobby, is evolving rapidly. A recent survey conducted by For-IT, the operator of the affiliate marketing platform Afb, uncovered surprising insights about how much time people dedicate to these activities. The survey included 500 individuals aged between 20 to 60 across Japan and revealed that the majority now devote less than one hour daily to their 'oshi' activities.

Survey Background

The affinity for 'oshi' varies significantly from person to person, particularly in terms of the time allocated to these activities. Conducted on June 19, 2025, this survey targeted respondents who indicated they currently engage in or have formerly participated in 'oshi' activities.

Survey Details

• - Participants: 500 respondents aged 20-69 who engage in 'oshi' activities.
• - Methodology: Online research.
• - Key Question: How much average time do you dedicate to 'oshi' activities per day?

Findings: Time Allocation

The results showed that approximately 70% of respondents spent less than an hour a day on their 'oshi' activities. The most common answers were:

• - 30 minutes to one hour (24.2%)
• - 15 to 30 minutes (24.2%)
• - 15 minutes or less (22.2%)
• - One to two hours (16.8%)

This trend indicates a growing preference for efficiency, as fans increasingly enjoy their passions during spare moments instead of setting aside significant blocks of time.

Generational Differences

When analyzing the responses based on age, the survey highlighted that older generations (in their 50s and 60s) leaned towards dedicating 15 minutes or less to these activities, with over 30% reporting such durations. Conversely, in their 20s, nearly 29% of respondents reported spending 30 minutes to one hour on 'oshi' activities. This generational divide likely reflects the younger demographics' higher engagement with social media and streaming platforms, giving them easier access to information about their favorites, thus increasing their interaction time.

Single vs. Married: Activity Time Variation

Further inquiry revealed a notable difference in the time allocated to 'oshi' activities between married and single individuals. The findings indicated that unmarried respondents generally spent more time engaging in 'oshi' activities, likely due to the added responsibilities and time constraints married individuals face with family and parenting duties. Unmarried fans can flexibly travel for events and participate more frequently—as a result, their time spent on these activities appears less restricted.

The Eye-Opening Insight of Housewives

Interestingly, the survey also revealed that among various occupations, housewives reported the least amount of time spent on 'oshi' activities. Nearly 40% indicated they dedicate less than 15 minutes to their interests. This lack of time could be attributed to the unpredictable schedule of house chores and child-rearing, which does not afford them dedicated periods to engage as freelancers or employed professionals might.

The Role of Digital Platforms

The rise of social networks and streaming services has played a crucial role in transforming how fans connect with their 'oshi'. These platforms facilitate easy access to information and enable communities of fans sharing common interests to form. As digital connections proliferate, fans can engage with their interests anywhere, at any time. This digital evolution opens the door to varied expressions of fandom that align more closely with individual lifestyles.

Conclusion: A New Era of Oshi Activities

The data collected from this survey suggests a profound shift in how 'oshi' activities are perceived and practiced. As individuals continue to adapt their engagement strategies, a more flexible and time-efficient approach is anticipated. With the digital landscape expanding and providing ample opportunity for fan interaction, the future of 'oshi' activities promises to be diverse and personalized, catering to the needs of all lifestyles.

About Afb

Afb, managed by For-IT Co., provides a performance marketing service. With a commendable satisfaction rating, Afb has maintained its top position for 13 consecutive years among partners, according to the Affiliate Marketing Association. The platform boasts a vast network, accumulated over two decades, with approximately 17,000 promotions and 1.18 million partner sites, aiding businesses in maximizing advertising effectiveness through data-driven marketing strategies. For more information, visit Afb's website.