"Mother's Day Questionnaire" - 1,004 mothers with children were asked! What do you want on Mother's Day? 1st place: "Words of gratitude" 2nd place: "Letter/Message" 3rd place: "Sweets"

2021.04.29 Press Releases
CCCMK Holdings Co., Ltd.

-One in two mothers "communicate well with their children" and their ideal mother is "kind, warm, and caring"-

CCC Marketing Co., Ltd. is pleased to announce that it conducted a "Mother's Day Questionnaire" using the online survey "T Survey" to ask 1,004 women with children aged 20 to 69.

■Mother's Day Survey Digest
=============================
● 50% of people are conscious of Mother's Day
90% of people have given their mothers gifts on Mother's Day
●What do you want for Mother's Day?
1st place: "Words of gratitude, appreciation, love, etc." 2nd place: "Letters and messages." 3rd place: "Sweets."
The ideal mother is "kind, warm, and caring"
In reality, I am "careful, considerate, energetic, and active."
● 50% of respondents said, "I am able to communicate sufficiently with my child."
The top concerns for mothers are: 1st "children's future," 2nd "children's education and discipline," and 3rd "how to be a mother."
●Which celebrity do you think is the ideal mother?
1st place "Tsuji Nozomi" 2nd place "Hokuto Akira" 3rd place "Yoshinaga Sayuri"
=============================

・50% of people are conscious of "Mother's Day"
・90% of people have given their mothers gifts on Mother's Day

May 9th is Mother's Day. Therefore, in this T Survey, we conducted a survey on Mother's Day among 1,004 women aged 20 to 69 who have children.
First, when asked about their awareness of Mother's Day, 56.1% answered that they are "very conscious" or "somewhat conscious," indicating that one in two mothers is conscious of Mother's Day on a daily basis. This tendency for awareness increases particularly as people get younger, with 62.9% of those in their 20s responding that they are "very conscious" or "fairly conscious," compared to just 44.5% of those in their 60s, a difference of 18.3 points between age groups.The results show not only the respondents' awareness of being mothers, but also their awareness of their own mothers.
In addition, when asked whether they themselves had ever given a gift to their mother on Mother's Day, 93.6% answered "yes," demonstrating that giving gifts to mothers on Mother's Day is commonplace.

What do you want for Mother's Day?
1st place: "Words of gratitude, appreciation, love, etc." 2nd place: "Letters and messages." 3rd place: "Sweets."

Next, those who answered that they "want" or "don't care" to receive a gift from their child on Mother's Day were asked to select multiple options for what they would like from their child. The top answer was "words of gratitude, praise, love, etc." (42.0%), followed by "letters/messages" (35.7%), "sweets" (28.6%), "a smile from my child" (27.2%), and "flower gifts" (24.1%). This shows that many mothers want experiences, not things, from their children. Looking at the results by age group of children, those who are preschoolers, elementary, junior high, or high school students are more likely to want a gift that has long been a standard gift: a shoulder massage or massage voucher, while those who are university students or working adults are more likely to want a meal out.

・The ideal mother is "kind, warm, and caring"
・The real me is "rough, considerate, energetic and active"

Next, respondents were asked to select multiple options regarding the ideal image of a mother. The top answer was "kind" (64.2%), followed by "considerate" (63.5%), "warm-hearted" (63.4%), "reliable" (51.9%), and "energetic and active" (50.1%). When these results were broken down by age group, it was found that the younger generation idealized a mother who had strong feelings, such as being "respectable" and "responsible," while older people idealized a mother who was physically energetic, such as being "lively and active" and "youthful."
On the other hand, when asked what image they have of themselves as a real mother, the top answer was "rough" (34.5%), followed by "considerate" (25.5%), "energetic and active" (24.2%), "kind" (23.9%), and "humorous" (23.7%), suggesting that real mothers are busy, active, and hardworking. When these results were broken down by age group, "strict" and "serious" came out on top, while "considerate" came out on top for those in their 50s and 60s, revealing that the way a mother is perceived changes with age.

・50% of parents said they "have sufficient communication with their children"
・The most common worries for mothers are 1st place "children's future," 2nd place "children's education and discipline," and 3rd place "how to be a mother."

Next, we asked whether they communicate well (dialogue and interaction) with their children. 45.9% answered "I think I communicate well enough," 37.6% answered "I communicate to a certain extent, but I think it's not quite enough," 7.8% answered "I think it's not quite enough," and 2.3% answered "It's not enough at all," showing that most mothers are able to communicate well with their children.
In addition, when asked what they are currently worried about as mothers, the top answer was "my children's future" (36.4%), followed by "my children's education and discipline" (28.5%), "how to be a mother" (27.0%), "family finances" (25.2%), and "how to interact with my children" (21.1%). When looking at the number of worries by age group, mothers in their 30s selected an average of 3.4 options, while those in their 60s selected 1.0, indicating that mothers in their 30s have the most worries.

-Which celebrity do you think is the ideal mother?
1st place "Tsuji Nozomi" 2nd place "Hokuto Akira" 3rd place "Yoshinaga Sayuri"

Finally, we asked participants to give their own answers about which celebrity they think is the ideal mother. The top answer was Nozomi Tsuji, who is a mother of four and is also very popular on her blog. In second place was Akira Hokuto, who is always powerful and loving, and in third place was Sayuri Yoshinaga, who has played the role of a mother in many movies and dramas.


■ Survey Overview
Survey method: Internet (T Survey)
Survey period: Friday, April 9, 2021 to Monday, April 12, 2021
Survey area: Nationwide
Survey subjects: Women aged 20 to 69 with children (T members)
Sample size: 1,004 people

Materials related to this matter

"Mother's Day Questionnaire" - 1,004 mothers with children were asked! What do you want on Mother's Day? 1st place: "Words of gratitude" 2nd place: "Letter/Message" 3rd place: "Sweets"

Inquiries regarding this matter
CCC Marketing Co., Ltd. Public Relations Officer: Ando
TEL: 03-6800-4464