July 23rd, "Parent-Child Day," is a day for parents and children to connect through books. We asked 800 parents about the custom of giving books as gifts.
2017.07.18
Press Releases
TSUTAYA Co., Ltd.
-One in four parents want to give books to their children even after they become adults. When looking for books to give to their children, the number one reference point is "bookstore shelves," with over 40% of parents saying this.
TSUTAYA Co., Ltd. (Head office: Shibuya-ku, Tokyo / President and COO: Nakanishi Kazuo / hereinafter referred to as TSUTAYA), which operates bookstores nationwide, announced that "TSUTAYA will change the way you encounter books. Based on this concept, we are proposing a new custom of parents giving their children books that convey the feelings they want to convey to them, in the run up to Parent-Child Day on Sunday, July 23rd.
This time, CCC conducted a survey on parent-child relationships and books using its online survey, "T Survey," targeting 800 men and women aged 40 to 69 with children. In Spain, there has long been a tradition of giving books and flowers to lovers and close friends on "Sant Jordi's Day," and in Japan it is also customary for parents to give books to their young children.However, we conducted a survey to find out whether giving books to children gradually decreases as they grow into adults.
Summary of the survey results for the "Survey on Parent-Child Relationships and Books"
◆30% of parents would like to give books to their children who are students or working adults. Why did you choose that book?
For male children, the top three answers were "I want them to learn," "I want them to make new discoveries," and "I want them to succeed."
・For women's children, the top responses were "I want them to be happy" and "I want them to read it when they're worried."
◆5% of people have received books as gifts from their parents. Over 60% of people said they "cherish" the books they received.
The most common comments given were: 1st place "I was happy," 2nd place "I learned something," and 3rd place "It was useful."
・When asked about the books they received as gifts, the top answer was, 1st place, "I keep them safe" and 2nd place, "I've read them many times."
When looking for a book to give to a child, over 40% refer to the bookstore's shelves.
1st place: "Bookstore counters," 2nd place: "Internet reviews and rankings," 3rd place: "Newspapers"
Survey results of the "Questionnaire on Parent-Child Relationships and Books"
◆One in four parents would like to give books to their children who are students or working adults. Why did you choose that book?
When we surveyed parents about what kind of books they would like to give to their children when they grow up, we found that about 30% of parents wanted to give their children books. In addition, when asked to give multiple reasons for giving books to children, parents with male children ranked "I want them to learn," "I want them to make new discoveries," and "I want them to succeed," which are reasons for giving books to children to help them survive in society, while parents with female children ranked "I want them to be happy" and "I want them to read when they're troubled," with many selecting books that will make family life more fulfilling and easier to live, showing a tendency for the reasons for giving books to differ between men and women.
◆5% of people have received books as gifts from their parents as adults. Over 60% of people said they have kept the books they received as treasured possessions.
Only 5% of respondents answered that they had been given a book as a gift, and although people rarely receive books from their parents as they grow up, when those who answered that they had been given a book were asked to select multiple answers about how they felt when they read the book their parents gave them, many gave answers such as "I was happy," "I learned something," and "It was useful."Furthermore, there appears to be a tendency for the books that were given to be treasured, with people saying things like "I still treasure them" and "I've read them many times."
◆When looking for a book to give to a child, the most popular reference is "bookstore shelves," with over 40% of respondents referring to them.
When searching for a book to give to a child, over 40% of people refer to the bookstore shelves, making it the number one choice. We found that people choose books by actually picking them up, or by referring to recommendations from bookstore staff, newspaper or internet reviews, etc.
[Summary of the T Questionnaire Survey on Parent-Child Relationships and Books]
Survey method: Internet (T Survey)
Survey period: Friday, June 2, 2017 to Wednesday, June 7, 2017
Survey area: Nationwide
Survey subjects: Men and women aged 40 to 69 (T members)
Sample size: 800 people
■T Survey: One of Japan's largest online research services, with 9 million T Card users registered. As a research program, we provide marketing solutions from planning surveys through the "T Survey" to compiling and analyzing the data.
On Sunday, July 23rd, Parent-Child Day, give a book to your daughter or son expressing the feelings you want to share with them!
Free distribution of TSUTAYA original book covers and message bookmarks
The fourth Sunday of July, July 23rd, is Oyako Day. "Parent-Child Day" is a commemorative day that was started by photographer Bruce Osborne with the idea that "it would be wonderful if parents and children could face each other together, and that the bond between all parents and children could be strengthened through this day."Based on the results of the "Survey on Parent-Child Relationships and Books," TSUTAYA will be proposing the "custom of giving books" on Parent-Child Day, titled "TSUTAYA Parent-Child Day."
In Spain, the custom of giving books and flowers to lovers and close friends has long been known as "Sant Jordi's Day." In Japan, a new "book-giving custom" is being introduced, where parents can give their children a book filled with feelings that they normally find difficult to put into words. The event will be held in stores until Monday, July 31st, and will include the distribution of original book covers and message bookmarks for free.
■Distribution items: TSUTAYA "Oyako Day" original book cover and message bookmark
■Distribution period: Until Monday, July 31st *Distribution will end once supplies run out.
A book that TSUTAYA bookstore staff received from a loved one
At TSUTAYA, we conducted a survey of bookstore staff about stories about books they actually received from their parents. It is believed that children will be able to understand the book given to them by their parents and the message it contains in their own way, and that the book will serve as a catalyst for deeper communication between parent and child, connecting them.
"What you need to learn now to survive even if the world collapses in 10 years" (Yamaguchi Yohei, SB Creative)
"My dad gave it to me for my birthday a few years ago. Apparently, he gave it to her with the message that the world will continue to change, so she should think carefully about how she wants to live her life. I don't usually read that much printed material, but this book's dialogue format made it easy to read and I learned a lot. I felt as if my father, who is old-fashioned and can't even make full use of smartphones, was awkwardly telling me, 'I'm no good, but you have to keep up with the times.'" (Chihiro, Magazines and New Books Department, TSUTAYA Bajikoen Branch)
"Your Friend" (written by Kiyoshi Shigematsu, published by Shinchosha)
"I changed schools in the fourth grade and had a hard time adjusting to the friendships at my new school. At that time, someone casually recommended to me Shigematsu Kiyoshi's "Your Friend."I don't know what his intentions were when he gave it to me, but I couldn't help but relate to it and felt that it had a strong message. Since then, Shigematsu Kiyoshi has become one of my favorite authors. Whenever a new book comes out, it's a tradition for us to check to see if my father has already bought it." (TSUTAYA BOOK STORE Yurakucho Marui Asumi)
At TSUTAYA, we aim to continue creating a habit of giving books to loved ones, and to offer opportunities for parents and children to encounter books and spend time together that will deepen their communication.
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July 23rd, "Parent-Child Day," is a day for parents and children to connect through books. We asked 800 parents about the custom of giving books as gifts.Media Inquiries
TSUTAYA Co., Ltd. Public Relations Tel: 03-6800-4764
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