"Golden Week (GW) Questionnaire" This year's GW themes are "domestic consumption," "family gatherings," and "relaxing and leisurely spending." Top GW plans are 1st: relaxing at home, 2nd: shopping, and 3rd: eating out

2016.04.13 Press Releases
Culture Convenience Club Co., Ltd.

- Golden Week budget is up 116% from last year, "average 47,806 yen." How many consecutive days off will people have this year? The most common is "up to three consecutive days off," while 11.4% plan to have 10 or more consecutive days off.

Culture Convenience Club Co., Ltd. is pleased to announce that it has conducted a "Golden Week Survey" using the online "T Survey," targeting 1,502 T members, both male and female, aged 18 to 69, who use T-CARD.

Golden Week Survey Digest

●How do you plan to spend this year's Golden Week?
　1st place: Relaxing at home, 2nd place: Shopping, 3rd place: Eating out
　Families will be spending Golden Week together, and those living alone will be visiting their parents' home.
●What is the ideal way to spend Golden Week?
　1st: Relaxing at home, 2nd: Day trip, 3rd: Overseas travel, 4th: Domestic travel
　The ideal is "I want to go on a trip," but the reality is "I want to stay close by." The gap between reality and ideal is clear.
●How much will you spend on Golden Week?
　This year's average is 47,806 yen, while last year's average was 41,357 yen, showing a slight increase.
●How many consecutive days off do you plan to take?
　1st: 3-day weekend (30.0%), 2nd: 5-day weekend (8.1%), 3rd: 4-day weekend (6.8%)
　11.4% of people will take 10 or more consecutive days off
●Are you looking forward to Golden Week?
　Only 60% of people answered that they were "looking forward to it" or "somewhat looking forward to it," which is surprisingly low!

●How do you plan to spend this year's Golden Week?

　1st place: Relaxing at home, 2nd place: Shopping, 3rd place: Eating out
　Families will be spending Golden Week together, and those living alone will be visiting their parents' home.

This year's Golden Week will be a rare long holiday in recent years, with 10 consecutive days off if you take two days off. There is only half a month left until Golden Week. In this T survey, we conducted a survey of T members aged 18 to 69 across Japan to investigate the reality of Golden Week.
First, we asked people how they plan to spend this year's Golden Week, with multiple choices available. The most common answer was "relaxing at home" (26.6%), followed by "shopping" (16.3%), "eating out" (15.6%), "shopping malls" (15.6%), and "day trips" (10.5%), revealing that many people plan to spend Golden Week in their local area rather than traveling far away. When examining these results by family structure, many married family households answered "family time," and even among those living alone, "visiting my parents' home" was ranked highly, indicating that there is a strong tendency for families to get together this year.

●What is the ideal way to spend Golden Week?

　1st: Relaxing at home, 2nd: Day trip, 3rd: Overseas travel, 4th: Domestic travel
　The ideal is "I want to go on a trip," but the reality is "I want to stay close by." The gap between reality and ideal is clear.

Next, when asked about their ideal way to spend Golden Week, the top answer was "relaxing at home" (18.9%), followed by "day trip" (10.7%), "overseas travel" (10.3%), and "domestic travel" (10.1%). In reality, 30% of people would like to go on a trip, clearly showing the difference between ideals and reality. The desired destinations for those who answered "domestic travel" were hot springs in first place, Okinawa in second place, and Hokkaido in third place, while the desired destinations for those who answered "overseas travel" were Hawaii in first place, Europe in second place, and Guam in third place.

●How much will you spend on Golden Week?

　This year's average is 47,806 yen, while last year's average was 41,357 yen, showing a slight increase.

Next, we asked respondents to give their own response about how much they would like to spend on Golden Week. The average budget this year was 47,806 yen, while last year's average cost was 41,357 yen, indicating that people are planning to spend a slightly higher amount this year than last year. Looking at these results by family structure, those with the highest budget this year were those who lived with their spouse only, with an average of 79,410 yen, while those with the lowest budget were those who were unmarried and living with their parents, with an average of 34,018 yen, a difference of approximately 45,000 yen, revealing a significant difference between family structures.

●How many consecutive days off do you plan to take?

　1st: 3-day weekend (30.0%), 2nd: 5-day weekend (8.1%), 3rd: 4-day weekend (6.8%)
　11.4% of people will take 10 or more consecutive days off

If you take the holidays according to the calendar for this year's Golden Week, you'll have a three-day weekend in the first half, a three-day weekend in the second half, and then a weekend, and if you take the two days off in the middle, you'll have a total of 10 days off. In this situation, when asked how long of a holiday they actually plan to take, the most common answer was "a three-day holiday" (30.0%), with the longest holiday according to the calendar coming in first place. The second most popular answer was a "five-day holiday" (8.1%), followed by a "four-day holiday" (6.8%), while 11.4% of people answered "10-day holiday" or "more," indicating that 10% of people enjoy long holidays. Looking at the Golden Week plans of people who have 10 or more days off, the top answer was "relaxing at home," followed by "eating out" and "shopping," showing that these plans are not that different from the overall results.

●Are you looking forward to Golden Week?

　Only 60% of people answered that they were "looking forward to it" or "somewhat looking forward to it," which is surprisingly low!

The themes cited for this year's Golden Week were "domestic consumption," "family time," and "relaxing and taking it easy." Finally, when asked whether they were looking forward to Golden Week, 60% of people answered "I'm looking forward to it" or "I'm somewhat looking forward to it," indicating that not many people are looking forward to Golden Week that much.

■ Survey Overview
Survey method: Internet (T Survey)
Survey period: March 18th (Fri) to March 25th (Fri), 2016
Survey area: Nationwide
Survey subjects: Men and women aged 18 to 69 (T members)
Number of samples:

■What is the T Survey?
This is one of the largest online research services in Japan, with 9 million T-CARD users registered. All members who complete research and surveys will be rewarded with T-POINT. In addition, the responses you provide will be processed as statistical information and used by companies and media outlets for product development and service planning. Each and every opinion we receive from our members will be an important key point in creating a bright future for people, companies, and Japan.

CCC offers marketing solutions to companies, from planning surveys through "T Surveys" to compiling and analyzing them as a research program tailored to their needs.

Materials related to this matter

"Golden Week (GW) Questionnaire Survey"

Inquiries regarding this matter
Culture Convenience Club Co., Ltd.
Public Relations: Ando
TEL: 03-6800-4464