[Survey on Consumption Styles] Nearly 50% of people have consumption behaviors that bring satisfaction and happiness. The satisfaction gained from these actions includes 'feeling refreshed,' 'feeling positive,' and 'feeling healed,' each in the 30% range.
MyVoiceCom conducted a survey on consumption styles, revealing that nearly 50% of people have consumption behaviors that bring satisfaction and happiness. The satisfaction gained from these actions includes 'feeling refreshed,' 'feeling positive,' and 'feeling healed,' each in the 30% range. 'Homeownership,' 'PC,' 'car,' and 'smartphone/mobile phone' are among the top items considered worth acquiring.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 00:10
- 🔍 Collected: April 2, 2026 at 19:36
- 🤖 AI Analyzed: April 18, 2026 at 00:02 (364h 26m after Collected)
<< TOPICS >>
■'Homeownership' is considered worth acquiring by over 30%, while 'PC,' 'car,' and 'smartphone/mobile phone' are each in the 20% range.
■Nearly 50% of people have consumption behaviors that bring satisfaction and happiness. The satisfaction gained from these actions includes 'feeling refreshed physically and mentally,' 'feeling positive/energized,' and 'feeling healed/relaxed,' each in the 30% range.
MyVoiceCom Inc. (Chiyoda-ku, Tokyo; President: Shintaro Shimizu) conducted its 7th internet survey on 'Consumption Styles' from March 1 to March 7, 2026.
The survey asked about items considered worth acquiring, items that can be done without, and consumption behaviors that brought satisfaction. We are pleased to announce the survey results.
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【Survey Target】MyVoiceCom's survey monitors 【Survey Method】Internet survey (net research) 【Survey Period】March 1, 2026 - March 7, 2026 【Number of Respondents】11,140 【Detailed Survey Results】 https://myel.myvoice.jp/products/detail/33212 |
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◆Items considered worth acquiring
When asked about items considered worth acquiring from the provided options (multiple answers), 'homeownership' was 33.1%, 'PC' was 25.6%, and 'car' and 'smartphone/mobile phone' were each over 20%.
Among men, the proportion for 'car' and 'PC' was high, with 'car' being particularly high among those in their 50s and 60s, and 'PC' being number one among those in their teens to 40s. On the other hand, among women, the proportion for 'beauty/esthetic services,' 'health/body care related products/services,' and 'Oshi-katsu' (fan activities) was high.
Among younger generations, 'books, manga, video/music software,' 'game consoles, game-related devices,' and 'Oshi-katsu' tended to be high. 'Oshi-katsu' was particularly number one among women in their teens and 20s.
◆Consumption behaviors that brought satisfaction and happiness
Respondents were asked to freely describe the consumption behavior that brought them the most satisfaction and happiness, and then select a category.
Nearly 50% of people had consumption behaviors that brought them the most satisfaction and happiness.
Among men, for those in their teens and 20s, 'AV equipment, communication' and 'financial products' were the top two. For other age groups, following 'travel, accommodation,' those in their 30s chose 'clothing, fashion accessories,' those in their 40s chose 'food/ingredients, sweets, beverages, alcohol,' those in their 50s and 60s chose 'cars, motorcycles,' and those in their 70s chose 'hobbies' as the second most satisfying.
Among women, for those in their teens and 20s, following 'clothing, fashion accessories,' 'Oshi-katsu' and 'travel, accommodation' were tied for second place. For other age groups, following 'travel, accommodation,' those in their 30s chose 'Oshi-katsu,' those in their 40s chose 'food/ingredients, sweets, beverages, alcohol,' those in their 50s and 60s chose 'art appreciation,' and those in their 70s chose 'for family, friends, or acquaintances' as the second most satisfying.
◆Satisfaction gained from consumption behavior
When asked what kind of satisfaction they gained from the consumption behavior that brought them the most satisfaction and happiness (multiple answers), 'feeling refreshed physically and mentally,' 'feeling positive/energized,' and 'feeling healed/relaxed' were each in the 30% range.
By genre, for consumption of goods, 'clothing, fashion accessories,' 'watches, glasses, accessories, etc.,' and 'cosmetics, beauty products' had a high proportion for 'can improve appearance and status.'
'Housing related' and 'home appliances' had high proportions for 'makes life convenient and rational' and 'enriches daily life.'
For consumption of experiences, 'travel, accommodation' had 'feeling refreshed,' 'remains as a good experience/memory,' and 'feeling healed/relaxed' as top items.
'Art appreciation' and 'health and beauty related items' had high proportions for 'feeling refreshed' and 'feeling positive/energized.' 'Feeling positive/energized' was particularly high for 'Oshi-katsu.'
<< Respondent Comments >>
☆Consumption behaviors that brought the most satisfaction and happiness (Total 3,599 cases)
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Travel, accommodation |
Using the Tokaido Shinkansen after a long time. Airplanes are good, but I could enjoy the scenery, read a book, and relax. (Female, 62 years old) |
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Dining |
Going alone to my favorite izakaya, ordering whatever I liked without worrying about the cost, and drinking as much as I wanted. (Female, 56 years old) |
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For family, friends, or acquaintances |
Spending a lot on gashapon and crane games for a Korean idol group that my cousin asked me to get. It was a considerable expense, but I was happy that my cousin was so delighted, and I felt it was worth it. (Female, 49 years old) |
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Food/ingredients, sweets, beverages, alcohol |
Eating newly released sweets at a convenience store. (Male, 53 years old) |
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Cars, motorcycles |
Replacing a car I had driven for 18 years. I want to drive my favorite sports car carefully for a long time. (Male, 57 years old) |
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https://myel.myvoice.jp/products/detail/33212 In addition to the above questions, we also asked about 'thoughts on life and consumption' and 'things that can be done without.' |
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*Regarding the publication/citation of survey results
These are the results of an independent survey conducted by MyVoiceCom Inc. via internet research.
When publishing or citing the survey results, please be sure to state "According to MyVoiceCom" or "According to MyVoiceCom Inc."
For inquiries regarding the survey results, please contact the following email address:
myel@myvoice.co.jp (MyEL 담당)
MyVoiceCom Inc.
【Representative】 Shintaro Shimizu, Representative Director
【Established】 July 1999
【Capital】 161.83 million yen (including capital reserve)
【Business】 Internet surveys, offline surveys, text mining, questionnaire database, AI analysis services
【Location】 Eiyo Building 5F, 3-17-11 Kanda Nishikicho, Chiyoda-ku, Tokyo
【Company HP】 https://www.myvoice.co.jp/
MyVoiceCom is an Itochu Group research company that primarily provides internet surveys.
★We are recruiting "survey monitors" to participate in surveys. For details, please see here.
FAQ
What is the purpose of this survey?
The purpose is to clarify consumers' consumption styles, especially consumption behaviors that bring satisfaction and happiness, and their values.
What do people feel is most valuable to acquire?
Owning a home is the highest at over 30%, followed by PCs, cars, and smartphones/mobile phones.
What are the most common satisfactions gained from consumption behavior?
Feeling refreshed physically and mentally, feeling positive/energized, and feeling healed/relaxed are each in the 30% range.