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Insights from Sony Bank's Consumer Spending Survey

Sony Bank, based in Chiyoda, Tokyo, conducted a survey on how rising prices affect household finances, providing valuable insights into consumer behavior. The survey engaged 809 account holders from September 1-15, 2025. The findings highlight a significant shift in spending awareness due to inflation.

Survey Highlights

Approximately 90% of respondents reported being conscious of saving in response to recent inflation. Notably, the items regarded as most affected by price increases are food and dining out. The data suggests a direct correlation between what consumers perceive as rising costs and their saving habits, with 85% noting that food prices have surged in the past year, followed by 52% for dining.

When it comes to savings, food (48%) and dining expenses (38%) are again at the forefront, revealing a consistent approach to budgeting.

Quality Over Price

Interestingly, when choosing products or services, consumers favor reliability and safety over merely looking for the cheapest option. A significant 62% prioritize high reliability and 50% focus on safety, underscoring a shift toward quality. Moreover, despite rising costs, travel and food top the list of things consumers are willing to spend on, each garnering 51% support. This reflects a trend of consumers being selective, opting to save while also investing in things they perceive as valuable.

Experience-Driven Expenditure

While many are cutting back, a clear pattern emerges showing that consumers still allocate funds for experiences, especially when it comes to travel. The survey reveals that 54% are willing to spend on international travel, while 37% are keen on domestic travel. Events like dining out (28%) and attending concerts (23%) further illustrate a lifestyle skewed towards experiential spending.

Banking Services Preferences

In the context of banking services, respondents indicated that ATM usage fees and transfer fees are critical factors in their banking choices, with 62% and 60%, respectively, citing these as important. Additionally, half of the respondents noted the significance of deposit rates in the wake of rising interest rates, reflecting a more conscious approach to banking fees and rates.

Cashback and reward rates are also pivotal for 79% of consumers when using credit and debit cards, reinforcing the consumer desire to maximize financial benefits. This trend is especially noted among users of Sony Bank’s Visa debit card, which offers unique advantages for international transactions.

Active Measures Against Inflation

A striking 80% of respondents confirmed they are taking measures to counteract inflation, indicating a proactive stance. Strategies include engaging in investment opportunities like mutual funds and stocks, as well as utilizing tax-advantaged systems like NISA and iDeCo. However, it is also noteworthy that 20% of consumers are not actively pursuing inflation countermeasures, highlighting a disparity in approaches.

The Sony Bank Advantage

The Sony Bank Visa debit card, known as Sony Bank WALLET, provides significant cashback benefits for domestic shopping, up to 2% based on the Club S program level. This card offers favorable transaction conditions such as free ATM deposits and withdrawals under certain conditions and allows global currency usage across 11 currencies.

Furthermore, family debit cards can be issued to the families of Sony Bank WALLET holders, enhancing the convenience and functionality of family financial management.

In conclusion, Sony Bank's survey underscores evolving consumer behaviors that prioritize quality and experience amid inflationary pressures. Consumers appear to be navigating these challenges by emphasizing savings, selective spending, and exploring financial products that offer tangible benefits in a shifting economic landscape.