Japan: share of consumers spending money on fandoms by age 2022

In a survey conducted in November 2022, over one-quarter of consumers aged 15 to 19 in Japan reported to consciously spend money on activities to support celebrities and fictional characters. While a total of 5.4 percent spent money on activities aimed at supporting a famous person, character, or object, this form of consumer behavior was more common among young consumers.

Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group

Characteristic	Share of respondents
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Release date

June 2023

More information

Region

Japan

Survey time period

November 1 to 16, 2022

Number of respondents

5,634 respondents

Age group

15 years or older

Special properties

among Japanese nationals; questionnaires could be answered online or mailed

Method of interview

Postal questionnaire

Supplementary notes

Share of respondents who stated that they consciously spend money on activities to support celebrities, characters, etc. (purchase of goods, etc.)

The source used a stratified two-stage random sampling approach for the selection of the survey sample.
Sample size by age:
15-19 years: n=204
20-29 years: n=446
30-39 years: n=651
40-49 years: n=950
50-59 years: n=969
60-69 years: n=996
70 years and older: n=1,418.

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