Document sans titre
By Kim Walker from
Silver Group : http://www.silvergroup.asia
Around 15% of Japanese
aged between 47~ 52 are willing to adopt new lifestyles and eager to spend despite
being burdened by their children's education expenses and housing loans. They
are more affluent than those around 40, and tend to be more loyal customers
according to research just out from the Nikkei Marketing Journal and reported
in English by the Nikkei Weekly.
Nikkei WeeklyThe study covering
2,000 people found that these people are showing themselves to be more willing
to spend than other age groups. And their appetite for consumption could help
prime the economic pump.
Respondents were given five
questions about their interest in staying young and another five about their
propensity to spend. The answers were quantified so that the respondents could
be categorized. About 15% received scores that categorized them as "progressive,"
which, among other things, means they are keen on retaining their youth.
With about 9.3 million folks
aged 47~50 in Japan so at 15% this would mean roughly 1.4 million "Progressives".
Their interest in cutting-edge
products is as high as that of young people. After all, they were the first
generation to snap up the Walkman when Sonyreleased the portable cassette player
in 1979.
Among the progressives,
45.0% said they own portable music players and 37.1% said they either are looking
to buy one or replace their current player. The latter figure is 6.4 points
higher than that for arafos. For digital single-lens reflex cameras, 25.2% of
arafifs said they want one, leading the younger group by 6.7 points.
Nikkei Weekly
Among the Progressives, 69.2% said they feel at least five years younger than
their biological ages. Almost 30 points higher than the average for those around
40.
The respondents classified
as "not-so-progressive" are thriftier, but 24% of them said they are
young at heart. Once their household finances improve, some of them are likely
to join the progressive group.
Among the "progressives",
77.2% said they speak frequently with their spouses, and 73.4% said they often
go out together, 10-20 points higher than those for people around 40. Among
the older progressives, 22.8% said they hold hands or walk arm in arm, 5.5 points
more than the average arafo couple.
The 'progressives'' average
net household income in 2009 is estimated a 9.34 million yen, 60% more than
the average for 40's. Their average savings stand at 11.09 million yen, or 77%
higher than that of their younger counterparts.
Among this older group,
20.5% live only with their spouses, with no children or parents at home to care
for. Nearly half are double-income households, and 12.5% are single without
any dependents.
As for housing loans, 48.3%
of the progressives said they are repaying their mortgages, compared with 41.2%
for the 40's. Despite owing money on their homes, progressive 50's can spend
99,000 yen freely a month, about 70% more than the amount for 40's.
By Kim Walker from
Silver Group : http://www.silvergroup.asia
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