Awareness Survey on 'Comfort Monetization' at Events: From Time Performance to 'Mental Performance' Consumption
Payment Four conducted a survey revealing that consumers increasingly prioritize psychological comfort ('Men-pa') over free admission at outdoor events, with a high demand for paid premium seating.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 22:28
- 🔍 Collected: April 24, 2026 at 14:01
- 🤖 AI Analyzed: April 25, 2026 at 00:02 (10h 0m after Collected)
Payment Four Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, CEO: Yuichiro Yamazaki, hereinafter referred to as 'the Company'), which provides software services centered on payments, conducted an awareness survey regarding how people spend time at outdoor events and 'comfort monetization,' targeting 400 men and women in their 20s to 50s nationwide.
Survey Background
In recent years, there has been an increasing number of cases introducing 'paid seating' or 'premium areas' at outdoor events that are free to enter. Behind this is believed to be a consumer trend that emphasizes 'mental performance' (Men-pa), which minimizes psychological burden and maximizes satisfaction. Ahead of the major holiday event season, this survey aimed to clarify the latent stress experienced by attendees and the reality of 'comfort monetization' in response to it.
Survey Summary
Survey Outline
Survey Name: Awareness Survey on Outdoor Event Experiences and 'Comfort Monetization'
Survey Method: Internet Research
Survey Period: April 13, 2026 - April 14, 2026
Valid Responses: 400 men and women in their 20s to 50s nationwide
Survey Results
(1) 60% have experienced 'giving up' or 'going home early' from an event due to the burden of crowds and securing a spot.
When asked, 'Have you ever skipped attending or left halfway through a free-entry outdoor event because of the burden of crowds or saving a space?', 65.5% answered 'Yes'. This shows that the 'deterioration of experience quality' due to crowding is a major negative factor for attendees, outweighing the benefit of being 'free'.
(2) 'Unable to move, waiting in line, and unable to sit' are the top three event stresses.
When asked about 'stress or dissatisfaction felt when participating in free-entry outdoor events', the most common answer was 'unable to move freely due to crowds' at 60.0%. This was followed by 'waiting in long lines to purchase food or use the restroom' (55.0%), and 'having nowhere to sit and standing for long periods' (53.8%). These top items indicate that 'not being able to use time and space as desired' is a major factor in lowering satisfaction. It can be said that there is a high need for 'dedicated spaces' to spend time comfortably.
(3) 60% said their willingness to participate would increase if 'paid seats' were available. A tendency to seek choices in 'how to spend time' at free events.
When asked, 'Do you think your willingness to participate in a free-entry outdoor event would increase if 'paid seats/premium areas' were available?', a combined 62.3% answered 'Strongly agree' or 'Somewhat agree'. Even if the event admission itself is free, we can see a modern shift in consumer behavior where they want to secure 'comfort' and 'time efficiency' during their stay, even if it means paying a cost.
(4) About 60% are willing to pay 'less than 3,000 yen' for paid seating. On the other hand, 20% are willing to pay 5,000 yen or more.
When asked, 'How much would you be willing to pay per person if a 'paid seat/premium area' were available?', '1,000 yen - 2,999 yen' was the most common response at 43.4%. On the other hand, a total of 19.6% answered 5,000 yen or more, suggesting that depending on the added value provided (special experiences or generous services), there is room for accepting high-unit pricing.
(5) The biggest reason for seeking paid seating is 'guaranteed seating'. 'Consideration for companions' is also a motivation.
When asked for 'the reason why the availability of paid seats or premium areas increases willingness to participate in an event', 'Because a place to sit is definitely secured' (61.4%) came out on top. Also notable is the response 'I want the people I go with to be comfortable' (24.1%). Purchasing a paid seat is not just for one's own convenience, but also has aspects of consideration and hospitality, wanting important companions such as family, friends, and pets to enjoy the event without stress.
(6) What people seek most in a premium area: seating, weather protection, and zero waiting time.
When investigating 'what is most desired in paid seating/premium areas', 'Securing a seat' (61.3%), 'Weather countermeasures' (44.8%), and 'Avoiding lines' (37.3%) occupied the top spots. It can be said that systems resolving 'physical fatigue', 'weather impacts', and 'waiting times'—concerns specific to outdoor events—are exactly the value for which attendees will pay a price.
(7) About 90% accept 'paying for a difference in experience'. Comfort moves from 'equality for all' to 'choices that suit the individual'.
When asked about 'the creation of a large difference in 'experience comfort' between paid seating and general areas', a combined approximately 90% showed a positive view, including 'It is a natural difference' (48.5%) and 'It cannot be helped' (38.3%). The former provision of services where 'everyone is the same' is changing.
Survey Background
In recent years, there has been an increasing number of cases introducing 'paid seating' or 'premium areas' at outdoor events that are free to enter. Behind this is believed to be a consumer trend that emphasizes 'mental performance' (Men-pa), which minimizes psychological burden and maximizes satisfaction. Ahead of the major holiday event season, this survey aimed to clarify the latent stress experienced by attendees and the reality of 'comfort monetization' in response to it.
Survey Summary
Survey Outline
Survey Name: Awareness Survey on Outdoor Event Experiences and 'Comfort Monetization'
Survey Method: Internet Research
Survey Period: April 13, 2026 - April 14, 2026
Valid Responses: 400 men and women in their 20s to 50s nationwide
Survey Results
(1) 60% have experienced 'giving up' or 'going home early' from an event due to the burden of crowds and securing a spot.
When asked, 'Have you ever skipped attending or left halfway through a free-entry outdoor event because of the burden of crowds or saving a space?', 65.5% answered 'Yes'. This shows that the 'deterioration of experience quality' due to crowding is a major negative factor for attendees, outweighing the benefit of being 'free'.
(2) 'Unable to move, waiting in line, and unable to sit' are the top three event stresses.
When asked about 'stress or dissatisfaction felt when participating in free-entry outdoor events', the most common answer was 'unable to move freely due to crowds' at 60.0%. This was followed by 'waiting in long lines to purchase food or use the restroom' (55.0%), and 'having nowhere to sit and standing for long periods' (53.8%). These top items indicate that 'not being able to use time and space as desired' is a major factor in lowering satisfaction. It can be said that there is a high need for 'dedicated spaces' to spend time comfortably.
(3) 60% said their willingness to participate would increase if 'paid seats' were available. A tendency to seek choices in 'how to spend time' at free events.
When asked, 'Do you think your willingness to participate in a free-entry outdoor event would increase if 'paid seats/premium areas' were available?', a combined 62.3% answered 'Strongly agree' or 'Somewhat agree'. Even if the event admission itself is free, we can see a modern shift in consumer behavior where they want to secure 'comfort' and 'time efficiency' during their stay, even if it means paying a cost.
(4) About 60% are willing to pay 'less than 3,000 yen' for paid seating. On the other hand, 20% are willing to pay 5,000 yen or more.
When asked, 'How much would you be willing to pay per person if a 'paid seat/premium area' were available?', '1,000 yen - 2,999 yen' was the most common response at 43.4%. On the other hand, a total of 19.6% answered 5,000 yen or more, suggesting that depending on the added value provided (special experiences or generous services), there is room for accepting high-unit pricing.
(5) The biggest reason for seeking paid seating is 'guaranteed seating'. 'Consideration for companions' is also a motivation.
When asked for 'the reason why the availability of paid seats or premium areas increases willingness to participate in an event', 'Because a place to sit is definitely secured' (61.4%) came out on top. Also notable is the response 'I want the people I go with to be comfortable' (24.1%). Purchasing a paid seat is not just for one's own convenience, but also has aspects of consideration and hospitality, wanting important companions such as family, friends, and pets to enjoy the event without stress.
(6) What people seek most in a premium area: seating, weather protection, and zero waiting time.
When investigating 'what is most desired in paid seating/premium areas', 'Securing a seat' (61.3%), 'Weather countermeasures' (44.8%), and 'Avoiding lines' (37.3%) occupied the top spots. It can be said that systems resolving 'physical fatigue', 'weather impacts', and 'waiting times'—concerns specific to outdoor events—are exactly the value for which attendees will pay a price.
(7) About 90% accept 'paying for a difference in experience'. Comfort moves from 'equality for all' to 'choices that suit the individual'.
When asked about 'the creation of a large difference in 'experience comfort' between paid seating and general areas', a combined approximately 90% showed a positive view, including 'It is a natural difference' (48.5%) and 'It cannot be helped' (38.3%). The former provision of services where 'everyone is the same' is changing.