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Degree of freedom of life is 61.4 pts in November, up for the third consecutive month and equaling July’s survey-high score
Sei-katsu-sha are shifting to “outside,” while continuing precautions against infection

Hakuhodo Institute of Life and Living, a think tank of Hakuhodo Inc., in November 2020 conducted its eighth “Survey of Sei-katsu-sha Concerning COVID-19” to understand sei-katsu-sha’s attitudes and behaviors during the coronavirus. The survey was conducted November 5–9, 2020 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 outlines.

The November survey was conducted after new infections had remained steady throughout October and as new COVID-19 infections began to surge at the beginning of November (prior to Tokyo raising its COVID-19 alert level), following the expansion of the Japanese government’s Go To Travel campaign to promote domestic travel to include journeys to and from Tokyo.

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 61.4 points, up 1.7 points since October, marking the third straight month the figure has risen. The score equals that of July, which was the highest since the survey began in April.

While scores for Degree of anxiety as a result of the spread of the coronavirus were largely unchanged since last month, scores for Degree of activity restriction were down across the board for the third consecutive month. In particular, the drops in scores for Refrain from meeting friends and socializing (66.3%, down 8.6 points), Refrain from eating out (61.9%, down 7.4 points), and Refrain from travel and leisure activities (72.2%, down 6.5 points) were notable.

In Degree of behavioral change, changes in scores were small, with only Refrain from going out and enjoy pastimes I can do at home (59.2%, down 5.1 points) standing out. Meanwhile, the score for Consistently wear a mask, wash my hands and take other precautions against infection (91.8%, up 0.3 points) continues to be high.

It seems sei-katsu-sha are shifting their behavior to “outside,” including eating out and enjoying travel and leisure activities, etc., even as they continue to take precautions against infection.

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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