Survey on Consumption and Lifestyle Attitudes in Five Asian Countries (2023)
2023 / 12 / 19
(Headquarters: Shinjuku-ku, Tokyo; President and CEO: Miki Igarashi; TSE Prime 3675; hereinafter "Cross Marketing Group"), Kadence International (Thailand) Co: (Head Office: Bangkok, Thailand; Representative: Hidekazu Hamano) conducted the "Survey on Consumption and Lifestyle Awareness in Five Asian Countries (2023)" from October 12 to 17, 2023, targeting 200 male and female employed people aged 18 to 29 in each country: Japan, Indonesia, Thailand, Vietnam, and the Philippines. The Association of Southeast Asian Nations (ASEAN) is a growing consumer market, especially among the middle class. In this survey, we analyzed the attitudes of young people, focusing on lifestyle awareness and spending as a percentage of monthly income.
The report is available for download in the Japanese version of the article.
*The report is only available in the Japanese version.
- Youth Survey of Five Asian Countries Japan is weak in both consumption and outlook for the future.
Consumption is strong in Vietnam and the Philippines.
Survey Result Topics
The respondents were asked about their attitudes toward life, values, and items related to society and the economy on a 5-point scale. In terms of the percentage of "agree," Southeast Asians tend to be willing to invest in themselves for career advancement: "I want to improve my career so that I can become economically affluent," "I am improving myself for future career advancement," and "I always act with a spirit of challenge to enrich my life. They are willing to invest in themselves to improve their careers. They are less dissatisfied with their current lives and believe that their future lives will be better. They also value their family and friends, and are greedy to get what they want. On the other hand, Japan's response rate for all items was neutral (undecided/don't know), which was significantly lower than that of Southeast Asia for all items, partly because of uncertainty about the future due to social problems such as low birthrate, aging population, and low wages. ＜Figures 1 and 2＞
Overall, spending as a percentage of personal monthly income on eating out, clothing, housing, and travel is higher in Thailand, Vietnam, and the Philippines. Vietnam and the Philippines have a strong desire to spend more. Japan's spending on housing as a percentage of monthly personal income is similar to that of Southeast Asia, but the ratios of other spending items are low. ＜Figure 3＞
□Survey Outline
□Respondent Profile (Age, Sex, Occupation, Family Structure, Personal Monthly Income, Household Monthly Income)
▼Survey Results Summary
▼Survey Results Details
□Average monthly spending in each category *Eating out, food delivery, take-out / food other than eating out / clothes (fashion) / beauty / hobby / hobby / subscription Hobbies, Bills, Socializing, Housing, Travel
□Personal Monthly Income / Expenditure as % of Household Income
□Future Expenditure Intentions
□Perceptions and Values about Life
□Opinions about Society, the Economy, and Values
Survey Overview
| Survey Method | Internet Research |
| Survey Region | Japan, Indonesia, Thailand, Vietnam, Philippines |
| Survey Target | Men and women, 18-29 years old, employed |
| Survey Period | October 12 - 17, 2023 |
| Valid Responses | 200 samples from each country, equally assigned to men and women (100 samples from each gender) |
Note: Due to rounding, the composition ratio may not add up to 100% in the survey results.
The report is available for download in the Japanese version of the article.
*The report is only available in the Japanese version.
Credit Attribution for Citation and Reproduction
When citing or reproducing this release, please be sure to clearly credit our company as follows:
Example: "According to a survey conducted by Cross Marketing, a marketing research company..."
Contact Information for Media Inquiries
Public Relations: Marketing Department
Phone: 03-6859-1192
Email: pr-cm@cross-m.co.jp