日本の消費者はどう変わったか
生活者１万人アンケートでわかる最新の消費動向
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日本の消費者はどう変わったか
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水沢 綾
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【コロナ禍を経た、日本人のリアル！】
足かけ２４年（１９９７－２０２１）におよぶ１万人の時系列データで「暮らし」「家族」「消費」の価値観が明らかになる
２０代で投資をしている ＋７・１％
できることなら子をもつ方がよい －４・６％
好きなものは高価でもお金を貯めて買う ＋４・５％
できることなら結婚した方がよい －４・８％
安全性に配慮して商品を買う ＋３・７％
10代の生活満足度（満足・まあ満足） －５・４％
（数値はいずれも２０２１年と２０１８年の比較）
他に類をみない豊富なデータと分析で明らかになる、日本の消費者が欲しいもの
〇アフターコロナに消費が戻るもの／戻らないもの
〇日本でいちばん幸福を感じているのはどのセグメントの層か
〇インターネット消費はどこまで伸びるか
など、これからの消費キーワードが１冊でわかる！
【生活者１万人アンケート調査】
NRIでは、1997年より、３年に一度、生活者１万人アンケート調査を実施している（直近はコロナ禍以降の2021年）。
訪問留置法による大規模アンケート調査を実施し、インターネットの利用によらない日本人の縮図を長期時系列で把握している。生活価値観や人間関係、就労スタイルなど、日常生活や消費動向全般の幅広い項目のデータを取得しており、生活者のリアルな実態がくっきりとみて取れる。
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