GRAND Corporation (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Hitoshi Sakagami / Mitsubishi Estate Group), operator of the office media platform 'GRAND', today released a cross-tabulation report on the penetration rate of education-investing and parenting households, based on its proprietary 'GRAND Viewer Profile Survey (n=1,036)'. This report provides primary data for advertisers in sectors such as tutoring services, correspondence education, children's e-learning, educational insurance, education funds, and housing, showing the proportion of viewers who are motivated to invest in children's education (target penetration rate). The core 'education-investing, parenting' segment—those who answered 'applies' to 'I want to spend as much as possible on my child's education'—comprised 48.0% of GRAND viewers, or nearly one in two (497 respondents) (based on n=1,036). This group includes 66.8% of households with children (vs. 46.8% among all GRAND viewers) and 47.5% are aged 20–39 (vs. 38.7% overall), indicating a strong presence of parenting generations.

▶ View media materials showing penetration rate, parenting status, information consumption, and behavior: https://box.tokyo-grand.jp/p/grand/YoIstu?utm_source=prtimes&utm_medium=referral&utm_campaign=20260715_release

Key Findings

Those who 'want to spend as much as possible on children's education' = 48.0% (497 respondents / nearly 1 in 2) (n=1,036 base)

Age distribution: 47.5% are aged 20–39 (vs. 38.7% among all GRAND viewers), indicating a parenting-generation core

Parenting status (vs. GRAND viewer average): Households with children: 66.8% (~1.4x), Interest in education/child-rearing: 24.9% (~1.7x), Dual-income households: 31.8% (~1.3x) (n=497, reference value)

Willingness to invest time and money in information: Paid news/business information subscriptions (e.g., Nikkei Digital, NewsPicks): 36.6% (~1.4x vs. 26.4%), Reading 2+ books per month: 62.6% (vs. 53.6%), Purchasing books at least once per month: 70.6% (vs. 56.8%) (n=497, reference value)

Survey Background

Interest in education expenses remains high among parenting households, driven by the rise of dual-income families and diversified education models (e.g., correspondence courses, online learning). However, for advertisers in tutoring, correspondence education, and educational insurance, quantifying 'how many education-motivated households are reached by a given media' has been challenging. GRAND extracted the segment 'willing to spend on children's education' from its viewer profile survey (n=1,036) and visualized their penetration rate, parenting status, information consumption, and behavior. GRAND is not a targeted media but a full-building distribution platform that visualizes reach to working professionals.

*This report presents GRAND's primary survey data and does not represent specific companies or products. Unlike the 'decision-influencing roles' series, this segment is defined by personal values. This report focuses on those proactive about children's education investment and is distinct from Issue 30 (adult re-skilling).

High Interest in Education and Parenting, with Many Dual-Income Households

Parenting and Education Status

Education-Investing, Parenting Segment

GRAND Viewer Average

Ratio vs. Average

Households with Children

66.8%

46.8%

~1.4x

Interested in Education/Parenting

24.9%

14.7%

~1.7x

Dual-Income (Spouse/Partner)

31.8%

25.0%

~1.3x

*Education-investing, parenting segment n=497 = reference value (trend). Ratios are vs. GRAND viewer average. Definition question ('willing to spend on children's education') excluded from table.

Information-Engaged Segment

Information Consumption

Education-Investing, Parenting Segment

GRAND Viewer Average

Ratio vs. Average

Paid News/Business Information (Nikkei Digital, NewsPicks, etc.)

36.6%

26.4%

~1.4x

Reading 2+ Books per Month

62.6%

53.6%

~1.2x

Purchasing Books ≥1x/month

70.6%

56.8%

~1.2x

*Education-investing, parenting segment n=497 = reference value (trend). Ratios are vs. GRAND viewer average.

What This Segment Does After Learning New Information

Post-Discovery Behavior

Education-Investing, Parenting Segment

GRAND Viewer Average

Ratio vs. Average

Immediately search online

70.0%

65.3%

~1.1x

Take notes/save for later

49.9%

45.1%

~1.1x

Request materials/contact

17.5%

13.8%

~1.3x

*Education-investing, parenting segment n=497 = reference value (trend). Ratios are vs. GRAND viewer average.

▶ View detailed media materials on reach and penetration (penetration × parenting status × information consumption × behavior): https://box.tokyo-grand.jp/p/grand/YoIstu?utm_source=prtimes&utm_medium=referral&utm_campaign=20260715_release

Parenting × Education Investment Core

In addition to the above investment intent, the 'Parenting × Education Investment Core'—households with children who are willing to invest in education—comprises 32.0% of GRAND viewers (332 respondents). This is the core decision-making segment for education expenses, relevant to tutoring, correspondence education, and educational insurance (n=332, reference value; differs from the main 48.0% figure in scope).

*Percentages for parenting status, information consumption, and behavior are based on n=332–497 and are reference values (trends). The penetration rate (48.0%) is based on n=1,036.

Survey Overview

Item

Details

Survey Name

GRAND Viewer Profile Survey (aggregated from Office Building Lifestyle Survey, GRAND viewer subset)

Conducted by

GRAND Corporation (in-house survey)

Sample Size

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

Target

GRAND viewers

Target Definition

Those who answered 'applies' (top 2) to 'I want to spend as much as possible on my child's education' (based on GRAND viewers / individual attribute axis). Reference segments: Managers = Director-level or above (n=128), Practitioners = Section Chief or below (n=363). Parenting × Education Investment Core = with children (n=332)

Penetration Rate

48.0% (497 respondents / ~1 in 2)

Survey Period

January 2026

Survey Company

Macromill Inc.

*Penetration rate (48.0%) based on n=1,036. Percentages for parenting, information, and behavior based on n=332–497, reference values (trends). All ratios are 'vs. GRAND viewer average', calculated from unrounded figures. See attached cross-tabulation report for details.

Inquiries & Media Materials

▶ View media materials & cross-tabulation report: https://box.tokyo-grand.jp/p/grand/YoIstu?utm_source=prtimes&utm_medium=referral&utm_campaign=20260715_release

▶ Advertising inquiries & consultations

FACT BOX

  • Source: PR TIMES
  • Category: Survey