On December 2019, 12, the "University Student Awareness Survey Project FUTURE 5" sponsored by the Tokyo Advertising Association summarized the results of a survey of 2019 university students in the Tokyo metropolitan area regarding their awareness and actual conditions of consumption behavior.Now that easy consumption behavior such as cashless and sharing services has become widespread, what do college students choose as "valuable consumption"?
The survey was conducted on July 2019-7, 8, using a questionnaire survey of men and women in the 24st to 1th grades of Aoyama Gakuin University, Komazawa University, Sophia University, Senshu University, and Chiba University of Commerce. ..
As for how to spend money freely for college students, "dating with friends and acquaintances" ranked first with 79.9%. The second place was "buying clothes" with 1%, and the third place was "going to cafes and restaurants" with 2%.
As for how to spend free money that I want to increase in the future, "buying clothes" ranked first with 50.6%. The 2nd place was "dating with friends and acquaintances" at 47.5%, and the 3rd place was "going to events such as watching live sports and the stage" at 27.4%.In particular, "dating with friends and acquaintances" has increased by about 2016 points since 18.
77.2% of the respondents who answered that they would "dating with friends and acquaintances" about how to spend their free money in the future answered that "it will lead to self-development and skill improvement" as the important point of how to spend time.
In addition, 86.5% answered that they are the ones who spend money for themselves, and 77.5% answered that they are the ones who choose things with their own particularity.
90.2% of the respondents answered that "people who consume thoroughly what they like" as the content that they think is good for other people's consumption.In addition, 74.0% of those who answered that they were not good at consuming (self) said that they would rate "spend more money to grow and improve their skills" as a way of using other people's money.
As for the consumption tendency of college students, it became clear that they mainly use digital for efficiency and want to spend the time and money generated there for more realistic things.It also became clear that the consumption of time and money was necessary for enriching one's life, self-development, and improving one's skills.
The "College Student Awareness Survey Project FUTURE 2019" was formed in 1995 by university students studying marketing at universities in the Tokyo metropolitan area. The Tokyo Advertising Association received requests from the project and provided support such as cost sponsorship and planning / technical guidance. ing.In this survey as well, all the series of work such as planning, implementation, and analysis was carried out by the university students themselves.
