Tenth Survey of Sei-katsu-sha Concerning COVID-19 (January 2021)

Jan. 22, 2021
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Degree of freedom of life is 56.3 points in January 2021
Drops for the second consecutive month
Anxiety and activity restriction continue to strengthen

Hakuhodo Institute of Life and Living, a think tank of Hakuhodo Inc., in January 2021 conducted its tenth “Survey of Sei-katsu-sha Concerning COVID-19” to understand sei-katsu-sha’s attitudes and behaviors during the coronavirus. The survey was conducted January 4–6, 2021 in the Greater Tokyo (Tokyo, Kanagawa, Chiba, Saitama and Ibaraki Prefectures), Greater Nagoya (Aichi, Mie and Gifu Prefectures) and Hanshin (Osaka, Kyoto, Hyogo and Nara Prefectures) areas, targeting 1,500 males and females aged 20–69. See p.14 for the survey outline. In December, Japan saw its surge in COVID-19 infections continue, particularly in the Greater Tokyo area and the suspension of the government’s Go To Campaign-related travel, event and shopping arcade activities amid new record numbers of infections and patients with severe symptoms every day. In the New Year, the news was full of stories about coordination between parties around issuing a declaration of a state of emergency following calls from Tokyo and three surrounding prefectures and the strengthening of requests to restaurants and bars to open for shorter hours. It was against this backdrop that the survey was conducted.

When we asked sei-katsu-sha to rate their freedom of life under current circumstances if their normal life prior to the spread of COVID-19 rated 100 points, the result was 56.3 points, down 2.6 points since December. The rating dropped for the second month in a row.

Like last month, scores for Degree of anxiety items were up in almost every item, in line with the increase in infection numbers. Again this month, increases in the scores for Feel anxious about the government’s response (81.3%, up 5.7 points) and Feel anxious about the lack and uncertainty of information (72.3%, up 5.2 points) stood out. Scores for Degree of activity restriction items also rose across the board, as they did last month. In particular, increased scores in Refrain from travel and leisure activities (86.7%, up 5.6 points) and Refrain from nonessential and nonurgent shopping (76.6%, up 5.1 points) stood out.

In Degree of behavioral change, the score for Refrain from going out and enjoy pastimes I can do at home (73.8%, up 7.3 points) rose sharply. Other items did not change significantly, but there were slight increases in scores for items related to time spent at home, such as Refrain from going out and use net shopping and food delivery services instead (47.4%, up 2.7 points), I’m home more, so I’m using video, music and other streaming services (46.8%, up 2.5 points).

The shift in sei-katsu-sha attitudes and behaviors from “outside,” which peaked in November, to “inside” appears to be strengthening.

This survey will be conducted regularly for the time being (The survey content may be changed depending on changes in circumstances).


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