#Japan #Tokyo #Cross Marketing #Japan survey #Lifestyle Choices

Insights from the 2025 Consumer Preference Survey

Cross Marketing, a renowned marketing research company based in Shinjuku, Tokyo, conducted an extensive survey entitled "2025 Complete Evaluation! Which One Are You?" targeting a diverse group of individuals aged 20 to 69 across Japan. This intriguing survey explores the various aspects of life through a series of binary choice questions that reveal consumer preferences in contemporary society.

Financial Behaviors: Cashless and Saving

One significant finding from the survey indicated a strong inclination towards cashless payments, with 60.5% of respondents preferring digital transactions over cash. This shift suggests an ongoing embrace of technology in everyday financial interactions. Additionally, when asked how they would spend 1 million yen, a considerable 77% chose saving over investing, highlighting a tendency towards financial caution amid a changing economy.

Gift Preferences: Surprises vs. Requests

Interestingly, when it comes to gifts, a whopping 77.3% of participants preferred to receive requested items rather than surprises. Although the desire for surprises was notably higher among those in their twenties (34.1%), the overall trend leans towards transparent and direct gift-giving practices.

Culinary Choices: Endings Over Beginnings

In the realm of culinary preferences, 65.4% of the participants enjoyed eating their favorite foods last rather than first, a trend especially pronounced among those in their 20s and 30s—where nearly 70% stated a preference for savoring the best for last. Breakfast choices revealed a near tie between rice and bread, with rice being favored more by younger groups and bread dominating among those in their 60s.

Furry Friends: Cats vs. Dogs

Another area of interest was the longstanding debate between dog lovers and cat aficionados. The survey revealed that 61.2% of respondents identified as dog lovers, while 38.8% were cat enthusiasts. The results also suggested that consumers today place more emphasis on "cost-performance" (or value for money) over time performance—a clear indication of shifting consumer values.

Reading Preferences: Print vs. Digital

When it comes to reading, 68.8% of respondents expressed a preference for physical books over e-books. However, among the younger demographic, over 40% favored e-books, showing a gradual acceptance of digital formats. Furthermore, respondents indicated a strong preference for anime adaptations of manga and novels over live-action adaptations, with 61.8% leaning towards animated versions.

Entertainment Preferences: Movie Choices and Sporting Events

In cinema, 58.1% preferred watching Japanese films compared to 41.9% for foreign films, particularly among those in their 20s to 40s. Additionally, a majority of respondents (59.9%) expressed interest in attending the World Baseball Classic (WBC) in-person, as opposed to 40.1% for the World Cup, showcasing a passionate following for baseball culture in Japan.

Lifestyle Habits: Morning vs Night Activities

The survey also delved into lifestyle choices, revealing a slight preference for morning activities over evening ones (53.8% vs 46.2%). Participants shared that sleeping in on weekends felt like "happiness" for 61.0%, contrasting with the 39.0% who viewed it as "wasting time."

Clothing and Laundry Preferences

In fashion, 71.3% of respondents indicated a preference for wide-bottom pants over slim-fit options. Additionally, 60.4% favored wearing down jackets this winter as opposed to coats, although older demographics showed a preference for coats. When it comes to laundry habits, an overwhelming 82.0% of respondents preferred air drying their clothes rather than using dryers, particularly among the younger generation.

New Year Traditions and Future Outlook

Regarding New Year's customs, 73.3% reported they would eat traditional mochi. Interestingly, 63.3% of participants expressed optimism for 2025 being a better year than 2024.

Conclusion: A Glimpse into the Future

This survey presents a compelling look into the evolving preferences and behaviors of Japanese consumers, reflecting a blend of tradition and modernity. For inquiries about the research, please contact Cross Marketing or visit their official website.

About Cross Marketing

Founded in April 2003, Cross Marketing specializes in marketing research and consultation. Headquartered in Tokyo, their research initiatives contribute significantly to understanding market trends and consumer behavior across Japan.