GRAND Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Hitoshi Sakagami / Mitsubishi Jisho Group), operator of the office media platform 'GRAND', today released a cross-tabulation report on the penetration rate of the 'learning and reskilling-intention group' based on its in-house survey 'GRAND Viewer Attribute Survey (n=1,036)'. This report provides primary data for advertisers offering learning-related products—such as certifications, English conversation, business schools, e-learning, reskilling support, and business books—on how many viewers are actively pursuing self-improvement and upskilling (target penetration rate). The core 'learning and reskilling-intention group'—defined as those currently studying for certification—comprised 22.1% of GRAND viewers, or approximately 1 in 5 (229 respondents) (based on n=1,036). This group is predominantly young to mid-career professionals, with 48.0% aged 20–39 (compared to 38.7% among all GRAND viewers).

▶ View media materials showing penetration rate, learning motivation, information consumption, and behavioral insights: https://box.tokyo-grand.jp/p/grand/bHzVsz

Key Findings

- Percentage actively studying for certification: 22.1% (229 respondents / ~1 in 5) (n=1,036 basis)

- Age distribution: 48.0% are aged 20–39, indicating a core of young to mid-career professionals

- Learning motivation (vs. overall GRAND viewer average): Interest in learning English: 46.3% (~1.9x), desire for career advancement: 41.9% (~2.0x), interest in independence/entrepreneurship: 28.4% (~2.0x) (n=229, reference value)

- Willingness to pay for information: 43.7% subscribe to paid business media (e.g., Nikkei Digital, NewsPicks) (~1.7x vs. 26.4%), 37.6% use e-book/magazine subscription services (~1.9x vs. 19.7%), 74.2% read two or more books per month (vs. 53.6%) (n=229, reference value)

- Post-discovery behavior: 32.3% request materials or make inquiries (~2.3x vs. 13.8% among all viewers) (n=229, reference value)

Survey Background

Reskilling (lifelong learning) is gaining attention among both companies and individuals, driven by human capital disclosure initiatives and various reskilling support programs. However, for advertisers of learning-related products—such as certifications, language courses, business schools, and e-learning—it has been difficult to quantify how many viewers are genuinely interested in upskilling. GRAND extracted the segment 'currently studying for certification' from its viewer attribute survey (n=1,036) and visualized their penetration rate, learning motivation, information consumption, and behavioral patterns. GRAND is not a targeted media platform but a mass-reaching medium that visualizes audience reach across office environments.

*This report presents GRAND’s primary survey data and does not represent any specific company or product case. Unlike the 'decision-influencer' series, this segment is defined by individual learning motivation. This report highlights individuals proactive about learning and self-growth, not those seeking job changes or resignations.

This Group’s 'Learning & Growth Orientation'

Work and Study Status

Learning & Reskilling-Intention Group

Interested in learning English

46.3%

Consistently gather work-related information

43.7%

Desire career advancement through meritocracy

41.9%

Want to work for self-fulfillment

40.6%

Interested in independence or entrepreneurship

28.4%

*Learning & reskilling-intention group n=229 = reference value (trend). Ratios are compared to overall GRAND viewer average. 'Studying for certification' is the defining trait (100%) and thus excluded from the table.

Willingness to Pay for Information—High Subscription and Reading Volume

Information Consumption

Learning & Reskilling-Intention Group

Overall GRAND Viewer Average

Ratio to Average

Paid news/business information (e.g., Nikkei Digital, NewsPicks)

43.7%

26.4%

~1.7x

E-book/magazine unlimited access subscription

37.6%

19.7%

~1.9x

Read two or more books per month

74.2%

53.6%

~1.4x

*Learning & reskilling-intention group n=229 = reference value (trend). Ratios are compared to overall GRAND viewer average. Weekly book purchases also higher at 54.1% (vs. 34.6% overall).

What This Group Does 'After Learning'—Material Requests 2.3x Higher Than Average

Actions After Learning New Information

Learning & Reskilling-Intention Group

Immediately search and research

73.8%

Take notes or save for later

61.6%

Share via internal chat tools

44.1%

Bring up in meetings or morning briefings

34.9%

Request team members to evaluate adoption

32.8%

Request materials or make inquiries

32.3%

*Learning & reskilling-intention group n=229 = reference value (trend). Ratios are compared to overall GRAND viewer average.

▶ View detailed media materials on reach and penetration (penetration × motivation × consumption × behavior): https://box.tokyo-grand.jp/p/grand/bHzVsz

The More Motivated 'Core Reskilling Group'

The 'core reskilling group'—those both studying for certification and expressing a desire for merit-based career advancement—comprises 9.3% of GRAND viewers (96 respondents). This group shows exceptionally high engagement: 65.6% subscribe to paid business media, indicating strong learning motivation and information consumption. They represent a core audience likely to consider more advanced courses or schools (n=96, reference value; note: different from the primary 22.1% metric).

*Percentages for motivation, consumption, and behavior are based on n=96–229 and are reference values (trends). The penetration rate (22.1%) is based on n=1,036.

Survey Overview

Item

Details

Survey Name

GRAND Viewer Attribute Survey (aggregated from office worker lifestyle survey, GRAND viewer subset)

Conducted By

GRAND Co., Ltd. (in-house survey)

Sample Size

n=1,036 (GRAND viewers from original N=2,071)

Target Group

GRAND viewers

Target Definition

Those who answered 'currently studying for certification' (based on GRAND viewers / individual attribute axis). Reference categories: Managers (directors and above, n=52), Practitioners (section chiefs and below, n=177)

Penetration Rate

22.1% (229 respondents / ~1 in 5)

Survey Period

January 2026

Survey Company

Macromill Inc.

*Penetration rate (22.1%) is based on n=1,036. Motivation, consumption, and behavior percentages are based on n=96–229 and are reference values (trends). All ratios are calculated as 'vs. overall GRAND viewer average' using unrounded figures. See attached cross-tabulation report for details.

Inquiries & Media Materials

▶ View media materials and cross-tabulation report: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Advertising inquiries: https://tokyo-grand.jp/contact

Future Outlook

GRAND transforms underutilized urban spaces into new mass media platforms, focusing on central Tokyo

FACT BOX

  • Source: PR TIMES
  • Category: Survey