Shufunotomo and CCC MK HOLDINGS Research Institute joint survey: "Senior women's leisurely and comfortable time exists in their everyday lives"

2024.06.27 Press Releases
Shufunotomo Co., Ltd. / CCC MK HOLDINGS Co., Ltd.

Yuuyu, a monthly information magazine for women in their 50s and above published by Shufunotomo Co., Ltd. (Head office: Shinagawa-ku, Tokyo; President and CEO: Toshiyasu Omiya), and CCC Marketing Research Institute (hereinafter "CCC Marketing Research Institute"), a think tank operated by CCC MK HOLDINGS Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Yasunori Takahashi; hereinafter "CCCMKHD") with the concept of "walking alongside and thinking alongside people who live their lives," have conducted a joint survey on the media needs of women in their 40s to 70s. Since its launch in 2001, we have analyzed the changing needs of seniors, who are experiencing changes in the devices they use on a daily basis and diversifying values, based on feedback (questionnaires) from readers of "Yuyu" and an online survey by CCCMKHD.

● Survey result 1: Targeting women in their 40s to 70s for "time"
In a survey about media and devices that people regularly use, such as TV, magazines, computers, and smartphones, the usage rate of smartphones was high regardless of age group. As it will be important for future media services to find ways to address smartphone usage time, we investigated and analyzed whether there are any differences in usage time and situations by age group.

*The times and situations in which people use smartphones are diverse, with those in their 40s leading the way (orange arrow).
*Among the times and occasions when people in their 70s use the internet most frequently, "during snack or tea time" and "in between housework or cleaning" are more common than other generations, recalling their usual habits (green line).

*Among people in their 70s, who have a higher rate of computer usage than other generations, the results suggest that computer use is "for snacks or tea time" or "to relax before bed," which is reminiscent of habitual breaks (green arrows).

[Key points of survey result 1]
People in their 40s and 50s tend to use their smartphones for a wide variety of times, while people in their 60s and 70s tend to use their smartphones and computers only during set breaks. We have come to understand that the key to media services is whether they can be used in various "spare times," "gaps," and "while doing other things."

Survey Results ②: Cutting into the "leisurely and comfortable" lifestyle of the Reiwa era
The keyword behind the concept of "Yuuyu" is "leisurely and at ease."We investigated and analyzed content that gives the feeling of leisurely and comfortable time, and found that the image of seniors as being leisurely and active has changed to meet the needs of the Reiwa era.

* People in their 70s and above tend to feel that they have leisurely time when watching "everyday" content such as "cooking, news, and health" (red frame).
*People in their 70s feel at ease with a wide range of content (green arrow)

[Key points of survey result ②]
It's not just non-everyday content like travel and outings that is popular, but the results also showed that across all generations, many people feel at ease with everyday activities like cooking, news, and health.
Furthermore, there are many genres that are highly popular among people in their 70s, such as "yard/gardening" and "tidying up," all of which can be considered content that "makes daily life more fulfilling."

● Overall evaluation of survey results
There is content suited to each of the "time in between, gaps, and time spent doing other things," and I feel that the needs of senior women are still very deep. You can upload various themes such as what kind of content you would like to see on a daily basis to wake you up in comfort when you are short on time, such as in bed right after waking up. We will continue to combine the qualitative information of Shufunotomo, which deals with women's needs on a daily basis, with the quantitative data analysis and research of CCCMK to study the future needs of senior women and uncover new forms of ``leisurely and comfortable time'' that no one has yet discovered.

● Strengthening the way we provide content that is relevant to everyday life
Since its launch in 2001, Yuuyu has provided a variety of content while listening to the voices of its target audience, women aged 50 and over. This survey revealed that the "time when potential readers consume media" and "content they want to consume" are not special times or contents, but exist in their "daily lives."Furthermore, given the high rate of smartphone penetration and PC usage, we felt a strong need to provide information via digital means, rather than just paper. Based on these results, "Yuuyu" will strengthen its media presence as a life-sized media outlet that is close to the daily lives of adult women, in order to provide readers with "leisurely and comfortable time" that meets their needs even more.

[Survey method]
Implementation dates: May 30th to June 4th, 2024
Number of samples: 3525
Method: V Research (online research)
Target: Women in their 40s to 70s based on the national population
Survey objective: To understand the media, genres, content, values, usage times, and situations that women in their 40s to 70s use on a daily basis.

■ Overview of CCC Marketing Research Institute
Name: CCC Marketing Research Institute (CCC Marketing Research Institute)

Established: July 21, 2020
Director: Minoru Niihashi
It was launched in 2020 to realize consumers' "slightly nice" goals, based on consumer consumption data, insights, changes in mindset, as well as the social and economic environment. As a "think tank that walks and thinks together with consumers," we strive to understand consumers' awareness, and based on their opinions, we will accompany you in creating your future through the power of "data," "creativity," and "consulting."

■ Overview of Shufunotomosha
Name: Shufunotomo Co., Ltd.

Established: September 18, 1916 (Taisho 5)
Shufunotomosha was founded in 1916 (Taisho 15), and since the launch of the magazine Shufunotomo the following year in 1917 (Taisho 6), has published a variety of publications under the banner of "family happiness and improving the status of women."In recent years, we have been providing practical content that suits a variety of lifestyles.

Materials related to this matter

Shufunotomo and CCC MK HOLDINGS Research Institute joint survey: "Senior women's leisurely and comfortable time exists in their everyday lives"

Inquiries regarding this matter
CCC MK HOLDINGS Co., Ltd.
Public Relations Office
TEL: 03-6800-4464
MAIL: cccmkpr@ccc.co.jp