Survey Reveals Adults' Passion for Learning and Impacts of AI
In a recent survey conducted by Cross Marketing, a prominent marketing research firm based in Shinjuku, Tokyo, it was revealed that 56% of adults aged 20 to 69 express a deep love for learning. As the new year unfolds in 2026, many individuals are eager to acquire new skills and knowledge. The survey assessed preferences regarding learning, subjects currently being studied, future learning interests, and perceptions of the benefits of education amid growing AI integration in everyday life.
According to the results, approximately 55.9% of respondents indicated they enjoy learning new knowledge and skills. Notably, individuals in their 20s and 40s exhibited stronger enthusiasm, with around 20% stating they are "very fond" of learning. In contrast, about 20% of respondents in their 30s expressed a dislike or discomfort with the idea of learning new things.
The survey also explored what subjects people are currently studying. About 39.8% of respondents are actively engaged in learning, with the top two subjects being languages and investments in stocks. Respondents also shared their future learning aspirations, with languages, investment strategies, history, IT skills, and cooking topping the list of interests.
When asked about the advantages of continuing education, respondents emphasized that learning enhances knowledge and cultural awareness, broadens perspectives, enriches lives, boosts self-confidence, and cultivates hobbies. These findings reflect a strong understanding of the transformative power of education.
As artificial intelligence technology becomes more prevalent, the survey highlighted that many people recognize the importance of learning skills and knowledge to effectively utilize AI. Approximately 20% of respondents stressed that acquiring competencies is critical for using AI correctly and making informed judgments. Conversely, around 35.4% indicated they do not have specific awareness regarding the necessity to learn new skills in the presence of AI. Nevertheless, fewer respondents believed that AI would lessen their need to learn, signaling an underlying acknowledgment of the value of education despite advancements in technology.
The survey employed internet research techniques using Cross Marketing’s self-administered questionnaire tool, QiQUMO. Responses were collected from across all 47 prefectures in Japan between January 23 and January 25, 2026, resulting in a valid sample size of 1,100 participants. The data showcased in this report may not sum up to 100% due to rounding.
Cross Marketing, established in April 2003, is headquartered at Tokyo Opera City Tower in Nishi-Shinjuku and focuses on marketing research and consultations within this sector. As the marketing landscape evolves, Cross Marketing continues to provide valuable insights through rigorous research and analysis.
For further information regarding this survey or to access the detailed cross-tabulation tables, please refer to the full report: Cross Marketing Learning Survey Report.
For media inquiries, contact the marketing department at Cross Marketing via phone at +81-3-6859-1192 or email at [email protected].
Survey Insights
According to the results, approximately 55.9% of respondents indicated they enjoy learning new knowledge and skills. Notably, individuals in their 20s and 40s exhibited stronger enthusiasm, with around 20% stating they are "very fond" of learning. In contrast, about 20% of respondents in their 30s expressed a dislike or discomfort with the idea of learning new things.
Current Learning Activities
The survey also explored what subjects people are currently studying. About 39.8% of respondents are actively engaged in learning, with the top two subjects being languages and investments in stocks. Respondents also shared their future learning aspirations, with languages, investment strategies, history, IT skills, and cooking topping the list of interests.
Benefits of Learning
When asked about the advantages of continuing education, respondents emphasized that learning enhances knowledge and cultural awareness, broadens perspectives, enriches lives, boosts self-confidence, and cultivates hobbies. These findings reflect a strong understanding of the transformative power of education.
Perceptions of AI’s Role
As artificial intelligence technology becomes more prevalent, the survey highlighted that many people recognize the importance of learning skills and knowledge to effectively utilize AI. Approximately 20% of respondents stressed that acquiring competencies is critical for using AI correctly and making informed judgments. Conversely, around 35.4% indicated they do not have specific awareness regarding the necessity to learn new skills in the presence of AI. Nevertheless, fewer respondents believed that AI would lessen their need to learn, signaling an underlying acknowledgment of the value of education despite advancements in technology.
Survey Methodology
The survey employed internet research techniques using Cross Marketing’s self-administered questionnaire tool, QiQUMO. Responses were collected from across all 47 prefectures in Japan between January 23 and January 25, 2026, resulting in a valid sample size of 1,100 participants. The data showcased in this report may not sum up to 100% due to rounding.
Company Overview
Cross Marketing, established in April 2003, is headquartered at Tokyo Opera City Tower in Nishi-Shinjuku and focuses on marketing research and consultations within this sector. As the marketing landscape evolves, Cross Marketing continues to provide valuable insights through rigorous research and analysis.
For further information regarding this survey or to access the detailed cross-tabulation tables, please refer to the full report: Cross Marketing Learning Survey Report.
Contact Information
For media inquiries, contact the marketing department at Cross Marketing via phone at +81-3-6859-1192 or email at [email protected].
Topics People & Culture）
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