"Father's Day Survey" 70% of dads are not aware of Father's Day!

2016.06.09 Press Releases
Culture Convenience Club Co., Ltd.

-Ideal father: "Someone who is respectable, reliable, and responsible," like "Tokoro George-san"

Culture Convenience Club Co., Ltd. is pleased to announce that it has conducted a "Father's Day Survey" using the online "T-SURVEY" to survey 404 men aged 20 to 79 who use T-CARDs and have children.

Father's Day Survey Digest

●What do you want from your child for Father's Day?
　1st place: Letters/Messages, 2nd place: Alcohol, 3rd place: Shoulder massage/massage (ticket)
　Perhaps it's because of the current times that fathers are looking for "heartwarming" things like letters and shoulder massages. 　
●Are you conscious of Father's Day? Do you want a gift from your child?
　Just under 30% of people are aware of Father's Day, and many fathers are not even aware of it!
　70% of dads think it doesn't matter what kind of gift their children give them!
●What is your ideal image of a father and what is the reality?
　The ideal father is someone who is respectable, reliable, and responsible.
　On the other hand, her real-life father is "kind, responsible, and serious."
Top 3 things you worry about most as a father
　1st: Children's future (44.8%), 2nd: Household finances (30.0%), 3rd: Work (29.5%)
　Nearly half of fathers are worried about their children's future
Dads choose the top 3 celebrities they think are ideal fathers!
　1st place: George Tokoro, 2nd place: Ken Watanabe, 3rd place: Tsutomu Sekine

●What do you want from your child for Father's Day?

　　1st place: Letters/Messages, 2nd place: Alcohol, 3rd place: Shoulder massage/massage (ticket)
　　Perhaps it's because of the current times that fathers are looking for "heartwarming" things like letters and shoulder massages.

Father's Day is just about 10 days away. Father's Day is said to have spread to Japan in the 1950s, but Mother's Day is said to have come to Japan from the United States 30 years earlier, in the 1920s. In this T-SURVEY, we conducted a survey about Father's Day with 404 men with children aged 20 to 79 to find out how fathers feel today.
First, when asked what kind of gift they would like from their children for Father's Day (multiple choice), the most common answer was "letter/message" (33.6%), followed by "alcohol" (26.5%), "shoulder massage/massage (ticket)" (17.6%), "caricature" (15.5%), and "fashion accessories" (14.2%). The results showed that handmade gifts made by children and "heartwarming" gifts that don't cost much money topped the list. When these results are looked at by the age of the father's own child (eldest child is preschooler/elementary school/junior high school student/university/vocational school student/working adult/part-time worker), nearly 50% of fathers whose children are preschooler/elementary school/junior high school student chose "letters/messages," but even among fathers whose children are university/vocational school student/working adult/part-time worker, 20% chose "letters/messages," showing that fathers prefer communication with their children to something that costs money.
When asked what the most appreciated Father's Day gift they had received from their children was, the top answer was "letter/message" (21.3%), followed by "caricature" (9.4%) and "alcohol" (7.7%). On the other hand, 30% of respondents said they had never received a gift from their children.

●Are you conscious of Father's Day? Do you want a gift from your child?

　　Just under 30% of people are aware of Father's Day, and many fathers are not even aware of it!
　　70% of dads think it doesn't matter what kind of gift their children give them!

Next, we asked fathers whether they are even aware of Father's Day. Surprisingly, just under 30% of respondents answered that they are "very aware" or "fairly aware," indicating that many fathers are not even aware of Father's Day. Looking at these results by the age of their children, 40% of new fathers with preschool children responded that they are "very conscious" or "fairly conscious," while 80% of veteran fathers with children in university or vocational school, or who are working adults or part-time workers, responded that they "don't pay much attention" or "don't pay attention at all."
In addition, when asked whether they would like a gift from their child on Father's Day, only 20% answered "yes," while 70% answered "it doesn't matter."When we looked at these results by age group of children, we found that nearly 40% of new fathers with preschool children answered that they "want" a phone.

●What is your ideal image of a father and what is the reality?

　　The ideal father is someone who is respectable, reliable, and responsible.
　　On the other hand, her real-life father is "kind, responsible, and serious."

Next, we investigated whether there is a gap between the ideal image of a father that modern fathers have in their minds and the image of a father that they actually have. First, when asked to select multiple answers to describe their ideal father, the top answer was "respectable" (55.4%), followed by "dependable" (54.0%) and "responsible" (52.5%), with these three father images accounting for more than half of the responses. The next ideal image was "considerate" (43.6%) and "kind" (40.8%). On the other hand, when asked to choose multiple answers to describe themselves as real fathers, the top answer was "kind" (34.2%), followed by "responsible" (27.0%) and "serious" (25.2%). In addition, when looking at the items in which the ideal image far exceeds reality in order of the largest difference, the item with the largest gap was "respectable" at 49.3 points, followed by "dependable" at 39.6 points and "responsible" at 25.5 points, it was found that the top three items for the ideal image of a father are all far removed from reality, and that fathers perceive themselves as not coming close to living up to their ideal image of a father.

Top 3 things you worry about most as a father

　　1st: Children's future (44.8%), 2nd: Household finances (30.0%), 3rd: Work (29.5%)
　　Nearly half of fathers are worried about their children's future

Fathers face a huge gap between their ideals and reality, and when asked to name up to three things that they are most worried about as fathers, the top answer was "my children's future" (44.8%), followed by "family finances" (30.0%) and "work" (29.5%). This shows that "family, money and work" are the top three worries for fathers, and that nearly half of fathers are worried about their children's future.

Dads choose the top 3 celebrities they think are ideal fathers!

　　1st place: George Tokoro, 2nd place: Ken Watanabe, 3rd place: Tsutomu Sekine

Finally, we asked today's fathers to give their opinion on which celebrity they think is the ideal father. The top five answers were "Tokoro George," "Watanabe Ken," "Sekine Tsutomu," "Akashiya Sanma," and "Beat Takeshi/Kitano Takeshi."

■ Survey Overview
Survey method: Internet (T-SURVEY)
Survey period: May 23rd (Mon) to May 25th (Wed), 2016
Survey area: Nationwide
Survey subjects: Men aged 20 to 79 (T members)
Sample size: 404 people

■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-SURVEY" to compiling and analyzing them as a research program tailored to their needs.

Materials related to this matter

"Father's Day Survey" 70% of dads are not aware of Father's Day!

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