Dentsu Inc. Conducts Survey on Women's Awareness and Consumption Behavior Targeting Affluent Households in Japan

In February 2015, Dentsu Inc. and Hearst Fujingaho jointly conducted a "Survey on Awareness and Consumption Behavior" targeting approximately 300 women from affluent households nationwide. Affluent households were defined as those with either household assets*1 of ¥100 million or more (approximately 6%*2 of Japan's total population) or household annual income of ¥20 million or more (approximately 1%*3 of Japan's total population). For comparison, data on general women was referenced from Dentsu Inc.'s proprietary "d-campX Survey."
Amidst the expansion of Japan's affluent class, fueled in part by the effects of Abenomics and boasting the world's highest growth rate※4, the importance of businesses targeting this affluent segment is rapidly increasing. Against this backdrop, Dentsu Inc. and Hearst Fujin Gahōsha, publisher of numerous luxury magazines, conducted this survey to gain deeper insight into and understanding of the attitudes and behaviors of today's affluent women.

■Key Findings

 

1: Monthly Disposable Income

• While 93.3% of general women spend less than ¥50,000 per month at their discretion, 27.5% of affluent women spend ¥200,000 or more (including 16.8% who reported no upper limit). (Only 0.3% of general women spend ¥200,000 or more). [See Figure 1]

2: Asset Management

• 61.5% of affluent women are interested in asset management (compared to 25.5% of general women), and 35.0% actively engage in it (compared to 7.2% of general women). [See Figure 3]
• Regarding asset management content, 65.4% of affluent women are actively investing in domestic stocks (compared to 6.3% of general women). [See Figure 4]

3: Other Investment Targets

① Sports

• Affluent women are more active in sports than general women. They prioritize health and are active in sports clubs, yoga/Pilates, and even relatively expensive sports like golf. [See Figure 4]

② Education

• Affluent women have a strong desire to invest in the next generation and are therefore proactive about their children's education. They are willing to spend generously on education, with strong aspirations to send their children to private schools (or wish to do so) and to send them abroad for study (or wish to do so). While 45.0% of general women responded that they "do not spare money on education," the figure for affluent women is 74.8%. [See Figure 5]

③ Beauty

Affluent women are also proactive about beauty-related spending (General Women: 22.3% Affluent Women: 44.3%). [See Figure 6]

4: Attitudes and Values [See Figure 7]

• Affluent women tend to resonate with modesty and reserve. Consequently, they show a preference for Japanese culture over foreign cultures (Prefer foreign culture: 13.6%, Prefer Japanese culture: 54.0%).
• Other characteristics of affluent women include a strong focus on medium- to long-term benefits (50.5%) and a pronounced preference for assertive men (approximately three times more than for passive men).

※1 "Household assets" here refers to the total value of household assets (financial assets, real assets such as real estate, etc.) minus liabilities.
※2 Source: Ministry of Internal Affairs and Communications Statistics Bureau, 2009 National Survey on Consumption
※3 Source: Ministry of Health, Labour and Welfare, 2014 National Survey on the Basic Living Conditions of Households
※4 Source: World Wealth Report 2014

〈Overview of the "Attitude and Consumption Behavior Survey" Targeting Women in Affluent Households〉
・Survey Purpose: To explore the attitudes and consumption behaviors of affluent women in Japan
・Survey Method: Internet survey
・Survey Organization: <PLANNING> Dentsu Inc., Hearst Fujingaho Inc.

〈Survey Implementation〉Dentsu Macromill Insight, Inc.
・Survey Population: Women aged 20-69 from households nationwide with net assets of ¥100 million or more, or household income of ¥20 million or more
・Valid Responses: 309
・Survey Period: February 25–27, 2015

〈Reference: Dentsu Inc. d-campX Survey Overview〉
・Survey Method: Electronic questionnaire method using dedicated tablet devices provided to respondents
・Survey Organization: <PLANNING> Dentsu Inc.

〈Fieldwork〉Video Research Ltd.
・Survey Population: Video Research Ltd. ACR/ex Panel members aged 12–69 living within a 50km radius of Tokyo (randomly selected), approximately 4,800 samples
(2,749 general women aged 20-69 were selected for comparison with affluent women)
・Survey Period: September 2014 to March 2015

Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/pdf-cms/2015067-0624.pdf