Survey on Grandchildren: The relationship that modern grandparents want with their grandchildren is "a close relationship" and "a relationship where they can create memories."

2016.10.07 Press Releases
Culture Convenience Club Co., Ltd.

--The most popular gifts for grandchildren are: 1st place "cash/gift certificates," 2nd place "clothes/shoes," 3rd place "toys," and 4th place "books/picture books"--

Culture Convenience Club Co., Ltd. is pleased to announce that it has conducted a "Survey on Grandchildren" using the online "T Survey" among 602 men and women aged 50 to 79 who use T-CARD and have grandchildren up to junior high school age.

Grandchildren Survey Digest

●What kind of relationship do you want to have with your grandchildren?
　1st place: A friendly relationship (72.9%), 2nd place: A relationship where you create memories and experiences together (63.5%)
　3rd place: Relationships where you have similar topics to talk about (61.8%)
　Today's grandparents value kindness over dignity!
What do you want to do with your grandchildren?
　1st place: Face-to-face conversation (52.8%), 2nd place: Eating at a restaurant (48.5%)
　3rd place: Playing in the park (47.3%)
　Rather than something special, the ordinary things in everyday life are the best!
What gift would you like to give to your grandchild?
　1st place: Cash/gift certificates, 2nd place: Clothes/shoes, 3rd place: Toys, 4th place: Books/picture books
　Items that children are likely to enjoy are ranked high!
What do you need to communicate with your grandchildren?
　1st: Physical strength, 2nd: Money, 3rd: Places to go out

●What kind of relationship do you want to have with your grandchildren?

　1st place: A friendly relationship (72.9%), 2nd place: A relationship where you create memories and experiences together (63.5%)
　3rd place: Relationships where you have similar topics to talk about (61.8%)
　Today's grandparents value kindness over dignity!

In 1999, the third Sunday in October was designated as "Grandchildren's Day."Due to the declining birthrate and aging population, new words such as "six pockets" (meaning that each child has six wallets, one each from their parents and both sets of grandparents) have even been coined. To find out how grandparents feel about their grandchildren, we conducted a survey about grandchildren among 602 men and women aged 50 to 79 who have grandchildren up to junior high school age.
First, when asked about their current relationship with their grandchildren, the most common responses of "very applicable" or "somewhat applicable" were "I want my grandchildren to think I'm approachable" (72.9%), "I'd like to share memories and experiences with my grandchildren rather than things" (63.5%), and "I want to work hard so that I can always talk about things with my grandchildren" (61.8%). These results suggest that modern grandparents and grandchildren are looking for a more intimate and gentle relationship rather than one of dignity.

What do you want to do with your grandchildren?

　1st place: Face-to-face conversation (52.8%), 2nd place: Eating at a restaurant (48.5%)
　3rd place: Playing in the park (47.3%)
　Rather than something special, the ordinary things in everyday life are the best!

Next, grandparents were asked to select multiple answers to the question of what they would like to do with their grandchildren. The top three answers were, in order, "talk face-to-face" (52.8%), "eat at a restaurant, etc." (48.5%), "play in the park" (47.3%), "travel" (44.2%), and "go to leisure facilities" (42.7%). These top three answers reveal that grandparents want to do more everyday, everyday things with their grandchildren, rather than something extraordinary. In addition, when looking at the results by gender, men tended to spend more time outdoors than women, such as "going to the mountains, rivers, the sea, etc." and "playing sports together."

What gift would you like to give to your grandchild?

　1st place: Cash/gift certificates, 2nd place: Clothes/shoes, 3rd place: Toys, 4th place: Books/picture books
　Items that children are likely to enjoy are ranked high!

The third Sunday of this month is Grandchildren's Day, and it is expected that it will become a tradition for grandparents to give gifts to their grandchildren on this day. When asked what they would like to give as a gift to their grandchildren in the future, with multiple answers allowed, the top answer was "cash/gift certificates" at 35.9%, followed by "clothing/shoes" at 35.4%, "toys" at 34.2%, "books/picture books" at 33.1%, and "a meal at a restaurant, etc." at 29.2%, with the top choices being things that children would enjoy. In addition, when the 199 people who selected "books/picture books" as the gift they would like to give were asked to select multiple options about their expectations for their future grandchildren, the top answer was "to be a curious child" at 72.9%, followed by "to be a kind and considerate child" at 68.3%, and "to be a child with ambition" at 58.8%, showing that people have a strong desire to encourage their grandchildren to develop their intellectual curiosity and knowledge by giving them books.

What do you need to communicate with your grandchildren?

　1st: Physical strength, 2nd: Money, 3rd: Places to go out

Finally, when asked what is necessary to communicate with their grandchildren (multiple choice), the top answer was "physical strength" at 51.5%, followed by "money" at 45.8%, "a place to go out with grandchildren" at 34.6%, "an atmosphere conducive to going out with grandchildren" at 24.8%, and "the ability to create something" at 21.9%. These results show that grandparents give considerable thought to and address communication with their grandchildren.

■ Survey Overview
Survey method: Internet (T Survey)
Survey period: September 9th (Friday) to September 14th (Wednesday), 2016
Survey area: Nationwide
Survey subjects: Men and women aged 50 to 79 with grandchildren under junior high school age (T members)
Sample size: 602 people (300 men, 302 women)

■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

Survey on Grandchildren: The relationship that modern grandparents want with their grandchildren is "a close relationship" and "a relationship where they can create memories."

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