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HOPE Report Baby-Boomer Research 2:
Preliminary Report on Boomers' Entertainment Spending
Boomer women have the lead in entertainment spending
Total annual spend in 8 categories for men is ¥178,000 vs. ¥194,000 for women Women enjoy out-of-home entertainment and also spend copiously on incidental meals Wives look first to their friends for fun, while husbands look to their wives |
April 26, 2005 - Hakuhodo's Elder Business Development Division constantly monitors elders, or people aged 50+, through a variety of surveys and other research. In order to examine entertainment spending among Japan's baby boom generation we surveyed Hakuhodo's Baby-Boomer & 50s Hi-panel of respondents. Below is a report of the preliminary findings of this survey.
The survey, conducted by Internet in early to mid-January 2005, targeted 584 male and female baby-boomers (born 1946-51) living in the Tokyo metropolitan and Kansai areas.
Results showed that in entertainment spending, women have the lead, spending an average ¥193,791 per year over eight categories compared with ¥178,074 for men, or close to ¥16,000 more. The power of the baby-boom woman, who is also at the forefront of the current Kanryu (Korean-style) boom, is seen in these figures also.
For both men and women the top entertainments enjoyed were movies, books & comics, and music, in that order. Entertainments spend most on were music, theme parks, and stage & theater for both men and women.
Even when they spent the same amount, men tended to spend most on buying and renting CDs and DVDs which they enjoy at home, compared with women who spend on concerts, movies, and other out-of-home entertainments. Notably, women indulged themselves with more lavish meals than normal and paid closer attention to fashion when enjoying out-of-home entertainments. This is highly likely to lead to incidental spending. In addition, one major difference was that most men wanted to enjoy entertainment with their spouse, compared with women who were more likely to choose their friends. |
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Key findings
- In entertainments enjoyed in the previous year, women have the lead in music, movies, theater, and art. In amount spent on entertainment in the last year, women's outlay is nearly ¥16,000 higher than men's.
- Favorite musical genres were classical, popular and jazz, in that order, for both men and women. More men had bought CDs, etc. and men spent more on them than women. Meanwhile, women spent more than double the amount on concerts they did on purchasing CDs.
- Movies: More women watch at the cinema, while more men buy and rent videos and/or DVDs.
- Men like musicals and theater, women theater, musicals, and kabuki.
- Women have high incidental spending on indulgent meals and more fashionable clothing.
- Men and women's preferred partners for entertainment differed: men prefer their wives, and women their friends.
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