J-MONITOR surveys economic sentiment and New Year's newspaper coverage

The 14 newspapers participating in the J-MONITOR joint newspaper advertising survey platform announced the results of their "Joint Survey on the Economy and Consumer Behavior" (the second such survey following last July's) and their "Joint Survey on New Year's Edition Pages" on January 29. The surveys were conducted online from January 2 to 7. Responses were received from 4,616 men and women aged 15 to 69 who are monitors for each participating newspaper.

 

Regarding current economic sentiment, 44.5% responded "good," an 8-point increase from the previous July survey. This figure is approaching the 55.5% who responded "not good," suggesting a gradual shift toward a tangible sense of economic improvement.

For goods respondents plan to purchase or spend more on in the future, the top items were "Home appliances" (33.9%), "Domestic travel" (33.2%), "PCs, mobile phones, smartphones" (27.9%), and "Clothing/fashion items" (26.0%).

Regarding durable goods purchases being brought forward before the consumption tax hike, over 40% of respondents expressed purchase intentions for: "Home appliances" (20.0%), "Personal computers" (12.3%), "Mobile phones/smartphones" (10.3%), "Automobiles" (6.5%), and "Housing/real estate (including renovations)" (5.8%). Furthermore, for daily necessities that can be stockpiled, over 60% of respondents expressed purchase intentions for "paper products (tissues, toilet paper, etc.)" (38.7%), "detergents (laundry/dishwashing)" (32.9%), and "foodstuffs (rice, preserved foods, etc.)" (31.7%).

Regarding government tax reforms and economic policies, individuals most wanted to know about "reduction in inheritance tax deductions" (32.1%) and "expansion of eco-car tax breaks" (30.6%). For businesses, "tax breaks for investments in advanced equipment" (35.2%) ranked highest.

 

The survey also examined engagement with New Year's Day newspaper editions, which featured special articles and supplements to enhance readability.

Responses included: "I spend more time reading than usual" (64.9%), "I continue reading after the 2nd (of January)" (60.6%), and "I keep it longer than usual" (53.8%).

Regarding the separate supplements, responses indicated reader enjoyment: "TV program special supplements are convenient" (78.3%), "I try to read them as much as possible" (71.2%), "They are substantial reading" (66.7%), "Reading them is enjoyable" (64.5%), and "I pay attention to the ads in the supplement specials" (56.5%).

Regarding corporate messages delivered through New Year's Day newspaper ads, responses indicated an effect of increasing attention to companies: "It becomes an opportunity to learn about companies I didn't know before" (69.5%), "It becomes an opportunity to pay renewed attention to companies I already knew" (61.0%). Furthermore, top impressions of companies included: "The company's intentions come across" (33.9%), "Trustworthy" (30.4%), "First-class" (27.6%).

Regarding newspaper ads published during the New Year period (not limited to New Year's Day), top responses included: "Seeing TV program ads makes me want to watch the program" (75.5%), "New Year's sale ads are essential for the New Year" (64.1%), "Seeing New Year's sale ads makes me want to visit the store" (58.2%), and "Seeing book ads piqued my interest" (51.3%). New Year's sale ads, in particular, received high levels of attention.

 

<J-MONITOR Participating 14 Newspapers>

Asahi Shimbun, Sankei Shimbun, Mainichi Shimbun, Yomiuri Shimbun, Hokkaido Shimbun, Shizuoka Shimbun, Chunichi Shimbun, Tokyo Shimbun, Kobe Shimbun, Chugoku Shimbun, Nishinippon Shimbun, Sankei Sports, Sports Hochi, Nikkan Sports Shimbun