"Reading Survey" - We asked parents with children aged 13-22! The number one gift they would like to give to their junior high school children is "books"

2018.06.21 Press Releases
Culture Convenience Club Co., Ltd.

-The number one book people want to give to children is "How Do You Live?"The ideal parent and child are Takahashi Hideki and Takahashi Maasa.

Culture Convenience Club Co., Ltd. is pleased to announce that it has conducted a "Reading Survey" using the online "T Survey" to survey 1,002 men and women with children aged 13 to 22.

Reading Survey Digest

● When it comes to gifts people want to give to their children on "Parent-Child Day," experience-based purchases are ranked first over material purchases.
　1st place: "Dining at restaurants, etc." 2nd place: "Clothing and shoes." 3rd place: "Books."
　The most popular gift for junior high school students is "books"
● 40% of people read at least one book per month
　Where to get books: 1st place "Bookstore", 2nd place "Online shopping", 3rd place "Borrow from the library"
40% of people want to give books to their children, with the most popular book being "How Do You Live?"
● 10% of people have received books as gifts from their parents when they were students. *Excluding elementary school students
　How did you feel when your parents gave you a book? "I was happy," "I enjoyed it," "I learned something from it."
Celebrities who are considered ideal parents
　1st place: Hideki Takahashi and Maasa Takahashi; 2nd place: Tsutomu Sekine and Mari Sekine
　3rd place: Tomokazu Miura, Momoe Yamaguchi, Yutaro Miura, and Takahiro Miura

● When it comes to gifts people want to give to their children on "Parent-Child Day," experience-based purchases are ranked first over material purchases.
　1st place: "Dining at restaurants, etc." 2nd place: "Clothing and shoes." 3rd place: "Books."
　The most popular gift for junior high school students is "books"

The fourth Sunday of July, July 22nd, 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."Following on from last year, this year's T Survey, in honor of Parent-Child Day, involved a "Reading Questionnaire" conducted on 1,002 men and women with children between the ages of 13 and 22.
First, respondents were asked to select multiple options regarding what they would like to give to their children on Parent-Child Day. Among those who had a gift in mind, the most common answer was "a meal at a restaurant, etc." (33.1%), followed by "clothes and shoes" (27.4%), "books" (16.9%), "sports equipment" and "going to a leisure facility or concert" (13.6% each). The fact that "eating at a restaurant, etc." was ranked first also shows that there is a trend from material consumption to experience-based consumption, where value is found in experiences between parents and children. For children aged 13 to 15 (junior high school students), the top choices were "books" and "clothes/shoes" (30.6% each), followed by "eating out at restaurants, etc." (25.9%), "school supplies/stationery" and "going to leisure facilities or concerts" (23.1% each).

● 40% of people read at least one book per month
　Where to get books: 1st place "Bookstore", 2nd place "Online shopping", 3rd place "Borrow from the library"

Next, we asked respondents how often they read books in their daily lives. 10.0% answered "I read often (more than 5 books a month)," 28.2% answered "I read occasionally (1 to 4 books a month)," 32.3% answered "I don't read often (less than 1 book a month)," and 29.4% answered "I don't read at all." This shows that 40% of parents with student children read at least one book a month. In addition, when asked to select multiple options regarding where they usually obtain books, the most common answer was "buy from bookstores" (59.8%), followed by "buy online" (32.1%), "borrow from libraries" (26.6%), "buy second-hand" (18.2%), and "buy e-books" (8.3%), revealing that 60% of people purchase books from bookstores.

40% of parents want to give books to their children, with "How Do You Live?" being the most popular book.

Next, we asked whether they would like to give books to their children in the future, and 40.6% answered "Yes."In addition, when those who answered "I would like to give a gift" were asked to give an open-ended question about the type of book they would like to give to their child, the most common answer was "How Do You Live?", a manga adaptation of the 1937 novel by Yoshino Genzaburou that became a best-seller, selling over one million copies. Next up were "Kagami no Kojyo" by Tsujimura Fuyuko, which was selected for the 2018 Booksellers' Award, "I Am a Cat," a classic by Natsume Soseki, and "Ryoma ga Yuku" by Shiba Ryotaro, which features Sakamoto Ryoma as the main character. Other books selected include long-time favorites such as "The Old Man and the Sea," "Water Margin," and "Crime and Punishment," as well as essays such as "Bloom Where You Are Planted," "What I Want You to Learn Before You Become an Adult," "I Won't Quit," and "How to Sharpen Your Spirit in a Downpour."

● 10% of people have received books as gifts from their parents when they were students. *Excluding elementary school students
　How did you feel when your parents gave you a book? "I was happy," "I enjoyed it," "I learned something from it."

Next, we asked whether they had ever received a book as a gift from their parents when they were students (excluding elementary school), and only 10% answered "yes," indicating that not many people have received a book as a gift from their parents. In addition, when people who have received books as gifts were asked to select multiple options about how they felt when they received the gift, the most common answers, in order of popularity, were "I was happy" (57.0%), "I enjoyed it" (41.0%), "I learned something from it" (37.0%), "It helped me grow" (27.0%), and "It was useful" (26.0%). These results show that people were very satisfied with the books they received as gifts and that they derived a great deal of value from them.

Celebrities who are considered ideal parents
　1st place: Hideki Takahashi and Maasa Takahashi; 2nd place: Tsutomu Sekine and Mari Sekine; 3rd place: Tomokazu Miura, Momoe Yamaguchi, Yutaro Miura, and Takahiro Miura.

Finally, when asked to give an open answer as to which celebrities they thought would be the ideal parent and child, the most common answer was "Takahashi Hideki and Takahashi Maasa."The next most popular were the father-son duo of Sekine Tsutomu and Sekine Mari, the father-son duo of Miura Tomokazu, Yamaguchi Momoe, Miura Yuutaro and Miura Takahiro, the father-son duo of Koizumi Junichiro, Koizumi Kotaro and Koizumi Shinjiro, and the father-son duo of Akashiya Sanma and IMARU.

■ Survey Overview
Survey method: Internet (T Survey)
Survey period: Friday, May 25th to Wednesday, May 30th, 2018
Survey area: Nationwide
Survey subjects: Men and women with children aged 13 to 22 (T members)
Sample: 1,002 people

Materials related to this matter

"Reading Survey" - We asked parents with children aged 13-22! The number one gift they would like to give to their junior high school children is "books"

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