English Top > Lifestyle Conditions
The Consumer Confidence Index expresses the "propensity to consume" in the following month, as a percentage score given by respondents on HILL's independent survey panel. Respondents are asked to rate their propensity to consume (i.e. their desire to buy products or use services) in the following month, taking 100 as the maximum propensity to consume. We have conducted these surveys every month since April 1993.
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Comment
The Consumer Confidence Index for August climbed 1.1 points from July to 54.9 points, a gain of 0.3 point over August of last year. This was the highest score for any month this year and the highest score for any August since 2000. The recovery in consumption has continued with this index now rising on-year for the seventh straight month.
The government maintained its assessment of the economy at “picking up steadily” in its August Monthly Economic Report. Also, the Cabinet Office’s diffusion index for June improved for the first time in two months for current conditions, but the scores for corporate production activities were negative, suggesting that some movements towards an economic recovery have turned sluggish. The diffusion index in the July Economy Watchers survey improved for the first time in three months, but the DI for future economic conditions fell for a third straight month. Likewise, the Cabinet Office’s Consumer Confidence Index worsened in July for the first time in seven months, indicating a sense of unease about the future direction of the economy. These indicators all seem to suggest that while current conditions are recovering, there are concerns about the future.
This index fell sharply in September of last year. Amid the current concerns about the future direction of the economy, what will be the impact of the recent appreciation of the yen and drop in share prices? The Consumer Confidence Index has been in a recovery trend, but a key test appears to be looming next month.
The Consumer Confidence Index for men jumped 1.6 points from July to 49.3 points, a gain of 0.3 point over August of last year. This score was up on-year for a second straight month, but the pace of recovery is still rather weak. The score for women was up 0.5 point from July to 60.5 points, a modest gain of 0.2 point over August of 2009. The score for women has topped 60 points for two straight months. This was also the second highest score for any August on record, just missing the record high of 60.6 points in August 1994. The index for women has become recovering steadily, rising on-year for seven straight months. Comments from panel members were seasonal in nature, with many saying they were eager to spend more on summer time leisure activities and travel. Women are still clearly more positive about spending, but the desire to spend among men also increased.
A simultaneous survey of lifestyle priorities showed that for both men and women the propensity to spend on “daily (minor) purchases” increased, on “medium-sized purchased” decreased and on “major (expensive) purchases” remained roughly flat. Scores were higher for “hobbies & pastimes” and “recreation & leisure” due to the summer vacation season. Many men in particular were eager to spend on items in the “life with your family” category.
- Survey Overview
- Target population : males and females aged 18-75
- Sample size : 412 respondents
- Geographical scope : metropolitan region
- Survey method : by mail
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- *The number of valid responses and age distribution differ according to the responses collected each month.
Reference Indicators Lifestyle Priorities
We ask respondents on HILL's independent survey panel whether they think "they will give priority next month" in eleven different lifestyle areas. The figures show the proportion of respondents who answer "Will give priority" or "May give priority". ("Give priority" indicates the desire to spend time, effort or money on something, or to treat it with priority.)
We have conducted these surveys every month since April 2000.
| Lifestyle Priorities | 2009 Aug. |
Sep. | Oct. | Nov. | Dec. | 2010 Jan. |
Feb. | Mar. | Apr. | May. | Jun. | Jul. | Aug. |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Life with your family | 73.8 | 68.0 | 68.6 | 67.3 | 69.2 | 71.8 | 64.4 | 66.8 | 67.7 | 72.5 | 66.6 | 65.6 | 73.4 |
| Personal relationships | 51.6 | 53.9 | 50.2 | 55.4 | 55.1 | 51.0 | 55.8 | 57.7 | 59.6 | 57.8 | 56.6 | 54.8 | 51.3 |
| Work | 51.4 | 56.8 | 59.0 | 60.9 | 60.7 | 55.5 | 56.4 | 58.2 | 60.4 | 58.4 | 57.2 | 58.4 | 48.3 |
| Hobbies and pastimes | 62.7 | 56.4 | 51.6 | 55.3 | 49.8 | 50.0 | 47.3 | 54.3 | 55.2 | 61.2 | 55.0 | 55.0 | 62.4 |
| Recreation and leisure | 66.1 | 49.1 | 43.8 | 44.7 | 38.4 | 40.4 | 44.4 | 49.4 | 51.0 | 59.9 | 44.7 | 50.4 | 64.6 |
| Housework and household affairs | 60.2 | 60.7 | 56.3 | 62.1 | 68.3 | 63.1 | 59.1 | 59.6 | 59.0 | 61.2 | 63.1 | 62.8 | 55.2 |
| Study | 50.6 | 58.9 | 63.7 | 62.6 | 51.6 | 55.1 | 59.4 | 58.5 | 58.6 | 62.3 | 62.1 | 59.4 | 53.0 |
| Health | 85.0 | 88.9 | 88.2 | 90.0 | 88.9 | 88.7 | 90.3 | 86.1 | 85.9 | 86.8 | 90.0 | 84.5 | 86.7 |
| Daily (minor) purchases | 24.8 | 23.6 | 25.0 | 25.7 | 28.3 | 25.9 | 23.2 | 23.7 | 25.9 | 24.2 | 26.3 | 24.9 | 27.9 |
| Medium-sized purchases | 14.3 | 15.1 | 12.3 | 15.8 | 19.1 | 15.3 | 12.3 | 16.0 | 13.1 | 17.9 | 14.7 | 20.0 | 15.0 |
| Major (expensive) purchases | 7.7 | 7.7 | 5.9 | 9.3 | 10.3 | 7.7 | 8.1 | 5.6 | 6.6 | 8.2 | 8.7 | 8.4 | 8.3 |
Reference Indicators Level of Satisfaction
We ask respondents on HILL's independent survey panel to indicate whether they are "Satisfied this month" in relation to five lifestyle areas. The figures show the proportion of respondents who answer "Satisfied" or "Somewhat satisfied".
We have conducted these surveys every month since April 2000.
| Level of Satisfaction | 2009 Jul. |
Aug. | Sep. | Oct. | Nov. | Dec. | 2010 Jan. |
Feb. | Mar. | Apr. | May. | Jun. | Jul. |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Politics | 10.5 | 16.0 | 53.1 | 39.1 | 35.3 | 14.1 | 10.1 | 9.6 | 9.3 | 5.3 | 5.0 | 19.2 | 11.7 |
| Economy | 7.8 | 8.8 | 16.2 | 13.7 | 7.8 | 10.3 | 10.7 | 7.8 | 9.9 | 11.9 | 10.0 | 13.8 | 13.2 |
| Personal security | 24.6 | 25.6 | 35.5 | 32.2 | 26.6 | 29.8 | 34.1 | 34.5 | 33.8 | 33.3 | 34.0 | 35.8 | 38.5 |
| Neighborhood where you live | 67.4 | 68.1 | 70.4 | 69.2 | 66.4 | 68.3 | 67.9 | 70.8 | 72.5 | 70.7 | 71.6 | 73.7 | 72.3 |
| Happenings in society | 17.1 | 17.3 | 29.9 | 26.5 | 15.7 | 20.9 | 18.7 | 27.6 | 21.2 | 20.6 | 16.8 | 29.8 | 24.6 |
- Overview of Lifestyle Priorities and Lifestyle Satisfaction Surveys
- Target population : males and females aged 18-75
- Sample size : 412 respondents
- Geographical scope : metropolitan region
- Survey method : by mail
-
- *The number of valid responses and age distribution differ according to the responses collected each month.
