FRI Report: ‘Fields Yoka Survey 2016’ Quick News Evolution of Nippon’s Leisure


We, Fields Research Institute (FRI), conducts survey and research about ‘human being’ and ‘yoka’ (means spare time) and contents’, and their ‘business model’ from points of views looking around the world for fulfilling our corporate philosophy ‘best yoka for everyone’.
This time, as a part of such efforts, we conducted ‘a comprehensive survey about yoka activity, entertainment and acceptance of contents ‘Fields Yoka Survey 2016’’ to 10 thousands of citizens in Japan.
The results were presented in the ‘Fields Research Institute Forum’.

■The era of ‘Yoka 4.0’

Evolution of a concept of ‘Yoka’
Yoka 4.0 Yoka 1.0
Yoka 3.0 Yoka 2.0

FRI divides the concept of yoka into four grades in the evolution.
At the beginning, before the industrial revolution, yoka was a blank time that people does not work. (‘Yoka 1.0’)When the time moved to industrial society, yoka also changed to time to restore people’s energy for work well which is ‘recreation’. (‘Yoka 2.0’) After that, as the third industry expands, no work time came to be regarded itself as a market. (‘Yoka 3.0’) At the present, the time moves from ‘Yoka 3’ to ‘Yoka 4’. ‘Yoka 4.0’ is an era like regarding as yoka activity to be ‘means of production’ which creates new value.

To go to ‘Yoka 1.0’ era, FRI thinks that we need to have following three points of view. First one is ‘human being point of view/ QOL (Quality of Life)’. Second one is ‘social point of view’ supporting an idea that an infrastructure and community which can provide creative yoka environment should be grown as an important social capital. Final one is ‘market point of view’ as economic value created when ‘human being point of view’ and ‘social point of view’ are overlapped.

■Relationship between ‘happiness’ and ‘yoka’ of Nippon-jin

60 percent of Nippon-jin thinks that they are ‘happy’.
Q. ‘How much do you happy now?’

For the question of ‘are you happy now?’, approximately 60 percent of Japanese answered ‘we are happy’. 70 percent of total number of women and 50 percent of the men answered as the above. The answer showed an interesting result as the difference between men and women. Criteria in happiness are mainly family, home, health, friendship, but yoka is also regarded as important criteria to some extent. Moreover, in a relationship between ‘yoka’ and ‘degree of happiness’ yoka influence to be sufficient ‘relationship’ and ‘to be me’ although yoka does not directly connect with happiness. Statistical analysis shows that yoka helps an increase of a degree of happiness.

Yoka satisfies ‘relationship’ and ‘to be me’.

Structure showing that ‘yoka activity’ effects on ‘happiness’, that covariance structure analysis clarified.

Also, we find a tendency that . We call the tendency as ‘yoka rich’ and pay attention on the tendency as a future research theme.

■Evolving ‘Yoka’ and ‘Contents’

“Yoka” and “contents” that FRI defines.

For the definition of an actual situation of people’s yoka activity and acceptance of contents, 《Fields Yoka Survey 2016》adds following our own points of view.
(1)’Happiness / QOL’ point of view
The point of view makes an attempt of finding out how to connect yoka and acceptance of contents with richness of life.
(2)Experimental value
The Experimental value is also important point of view. The value includes what is benefit that recipients obtain by the acceptance of contents, who do people spend time for yoka activity with, and how is a secondary behavior people do, etc..
(3)’De-consumer’ = ‘Prosumer’ point of view
Now is the time that a recipient creates a product. The recipient is not just a consumer, but also a producer. A sub-system in entertainment market has being built. More than 30 percent of Japanese does creative activity. 3.4 percent in the Japanese makes income from the activity. The fact supports a hypothesis that the prosumer takes an initiative in the evolution of yoka.

■Image of ‘Hero’ who Japanese seeks

Hero in first fifty (re-posting)

In this survey, we asked questions about ‘hero’. 86 percent of the participants answered ‘we will need a hero in future’. The figure was more than that in five years ago.
There were several reasons in the need of hero: ‘he is my goal’, ‘we need an admirable person’, ‘we want a person who leads Japan’, etc.
The results of the survey indicate that Japan could not create a steady real hero. When we rethink about the image of hero who Japanese seeks, the hero is:
-who fills emptiness of my inside.
-who leads Japan with sense of ethic.
-who can be hope for children.
We may hope an emergence of ‘hero of heroes’.

We will keep researching about ‘human being’, ‘yoka (means spare time) and contents’, and their ‘business model’ from the three points of view, ‘human being point of view’, ‘social point of view’ and ‘market point of view’. Results of the research will be shown through forums and FRI Facebook. Thank you for paying attention to our research.
*Do not hesitate to contact us about Fields Yoka Survey》.

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