The Fields Research Institute (FRI) has conducted a survey which presented 300 questions to over 10,000 people, the “Fields Yoka Survey 2017” (from now on FYs *1), regarding topics such as the value to be found in leisure time activities and their actual implications.
We will now present our results from this survey, which posed a question about how one chooses one’s leisure within a limited period of time.
■ If you had 1 to 3 hours of free time, what would you do?
FYS conducts different surveys about a variety of leisure-related questions, and among these one of our surveys asks: “If you could spend 1 to 3 hours of your time doing anything you liked, what would be your activity of choice?”
We aggregated the answers by people who, when asked “what would you do with 1 to 3 hours of free time”, had mostly answered “what I normally do” in reference to one of the 49 types of leisure activities which were on the list.
By doing this, we found that “reading novels” was in the 1st place, “going to the cinema” was 2nd, “listening to music” was 3rd, “exercising at the gym” was 4th and “playing Pachinko” was 5th.
■ Young people stay at home, older people do casual outdoors activities
Furthermore, we used a dual scaling method (*2) to analyze the differences between genders in relation to what activities they undertook.
Among men below their 20s, and women in middle or high school, the preferred activities are done at home, such as reading manga and playing games, as well as reading (light novels). The older the participants were, they tended to prefer casual outdoor activities. For example, men like going to the gym or exercising, and women like going window shopping, learning something new or going to health and beauty parlors.
In other words, there is a tendency for women to be more active than men, and in general for older people to be more active than young people.
Nowadays, one often hears the phrase “active seniors”, referring to older people with a vivid sense of curiosity, plenty of energy and money. We think that these results offer a quantitative basis for supporting this claim.
This report was dependent on our available space, and doesn’t represent more than just a small part of the FYS. When we get another chance we will inform you about more of these discoveries, but until then please enjoy yourselves.
(*1) “Fields Yoka Survey 2017”
A web survey conducted by our company during December of 2016. It asked 11,646 participants from all over the country, of ages ranging from primary schoolers to 69-year-olds, about their sense of value attached to certain leisure time activities.
(*2) “Dual scaling method”
A method which calculates the relative distance between each item, and plots it on a 2-axis plane.
(Article by: Masanori Ota)
Fields Research Institute (FRI) conducts research in entertainment.
This article was written by a member of FRI, through the original coverage of his/her interests observed in their daily lives.