Buy but don't use? Nearly 60% are 'satisfied without using'. Consumption spreading among youth who feel value in 'just owning'

System Research Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates the 'Creative Works Mall Aruru' (hereinafter referred to as Aruru Mall), conducted a questionnaire survey targeting women aged 15 to 29 nationwide regarding the 'act of collecting familiar items'.

As a result, it was found that consumer behavior is spreading where value is felt not only in 'using' a product but also in the 'act of owning' itself.

The number of people who have experienced feeling 'satisfied even without using it' after purchasing a product reached 56.0%, revealing the reality that more than half are 'satisfied without use'.

Survey Results

■ Approximately 70% have 'experience in collecting'

First, when investigating the behavior of collecting and keeping familiar items such as stickers and capsule toys,

The combined total for 'often', 'sometimes', and 'in the past' reached 66.6%.

This shows that the act of 'collecting' itself is widely ingrained among the younger demographic.

■ Approximately 60% are 'satisfied without using'

When surveyed about satisfaction after purchasing a product,

Those who sometimes feel 'satisfied even without using it' accounted for 56.0%, combining 'often' (19.5%) and 'sometimes' (36.5%).

It is evident that there are many people who actually obtain satisfaction without using the product, even if it is originally purchased to be 'used'.

■ More satisfied with 'owning' than 'using'

Regarding whether they feel more satisfaction in 'using' or 'owning',

'Owning' (32.0%) surpassed 'using' (25.7%).

From this result, it can be seen that the value of a product has expanded beyond 'functionality' to 'ownership'.

■ Reasons for collecting are 'appearance' and 'collectability'

As for the reasons for collecting familiar items, 'because it looks cute' was the most common at 54.9%,

followed by 'I want to collect them' (48.5%) and 'it feels like a waste to use' (31.6%).

Furthermore, answers such as 'I want to keep it as a memory' (30.1%) were also seen, showing that emotional value is also emphasized rather than mere consumption.

■ From 'to use' to 'to own'

From this survey, it has become clear that among the younger generation, consumer behavior is spreading where value is found not only 'to use' the product but also in the 'act of owning' itself.

Going forward, it can be said that elements such as 'appearance', 'collectability', and the 'joy of owning' will play an important role in purchasing behavior, in addition to the functionality of the product.

For details of the survey results, click here: https://alulu.com/media/tips_collecting/

*Request when quoting or reprinting data: When using the survey results and images from this release, please set up a link to the official website URL of 'Creative Works Mall Aruru' (https://alulu.com/) as the citation source.

[Survey Overview] Target of survey: Women aged 15-29 nationwide Survey period: March 30, 2026 Survey agency: Crowdsourcing site Survey method: Calculating the response rate for each question item Number of valid responses: 400 people

[About Creative Works Mall Aruru] 'Aruru' values not only the appeal of products and services but also 'who you buy from', and has a lot of content that conveys the history of the shops, the feelings of the producers, and the personalities of the craftsmen. You can encounter your favorite products after understanding those feelings. We will continue to strive to be a place where 'people (stores) and people (customers)' gather and connect.

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[Company Profile] Company name: System Research Co., Ltd. Head office location: 12, Iwatsukahondori 2-chome, Nakamura-ku, Nagoya-shi, Aichi 453-0861 President and Representative Director: Hiroshi Hirayama Company website: https://www.sr-net.co.jp/