Hello, pslough-ga!
The detailed information you are seeking has been compiled into a
market research report by a company named Label Networks.
Unfortunately, it comes at a hefty price - about $2,200! The company's
2004 report on the Japanese Youth Culture examines the cultural
preferences and attitudes among 15-25 year olds. A description of the
report can be found on the Label Networks website:
http://www.labelnetworks.com/press_JPYS_04_01_04.html
I sent an email to Label Networks in case you are interested in
purchasing their report. A portion of the reply follows:
"Thank you for your interest in our Japan Youth Culture Study. The
costs for the Japan Youth Culture Study 2004 is $2,200. We will be
starting the data-acquisition for our Japan Youth Culture Study 2005
in September and costs for this are $5000 and include 1 free
proprietary question--however the space fills up very quickly."
(If you do decide to dig into your pockets and follow up with Label
Research, the contact information is on the website link I have
provided above.)
==
In lieu of shelling out such a large sum of money, I have tried to
dig up some information that might provide you with some clues to the
Japanese youth culture as it pertains to certain aspects of your
question. What follows is a compilation of over ten hours of research
- an insight into how little has been freely published about Japanese
youth culture. However, I hope you find the following references
helpful.
SOME BACKGROUND INFORMATION ABOUT YOUNG DRIVERS IN JAPAN
=========================================================
The following statistics from the late 1990's are excerpted from:
"Volume 1 Land Transportation: PART 1 Road Transportation: Chapter 1
Trends in Road Traffic Accidents."
http://www8.cao.go.jp/koutu/taisaku/h10-haku_e/990618a.htm
"Young people in Japan today have grown up at a time in which the use
of private motor vehicles is widespread and permeates the home; motor
vehicles are now an extraordinarily familiar part of our young
people's daily lives. A look at recent trends in driver's license
acquisition shows that most people obtain their licenses in the early
part of their lives. In other words, there are a large number of young
people entering Japan's traffic society as new drivers every year.
"The number of traffic fatalities for young people aged 16 to 24 is
second only to that for senior citizens aged 65 and over, and they
have the highest number of traffic injuries: significantly higher than
for any other age group. Further, the number of cases where young
people are the primary party in an accident is higher than any other
group for both traffic accident fatalities and traffic accidents,
indicating the extent to which young people are involved not only as
victims, but as contributors."
..
"Over the past few years, most young people have been obtaining a
driver's license by their early twenties, with the percentage of those
holding licenses at around 30% for 16 to 19 year-olds and about 83%
for 20 to 24 year-olds."
"An opinion survey conducted by the Management and Coordination Agency
in 1994 indicated that 20% of senior high school students hoped to
obtain moped licenses, while another 20% hoped to obtain motorcycle
licenses. At the same time, more than 80% hoped to obtain standard
driver's licenses and, of these, more than 80% hoped to do so before
age 20."
...
"Young people accounted for 88.0% of new license holders in 1997.
Further, with 93.4% of new license holders (excluding moped,
small-sized special and second class licenses) having graduated from a
designated driving school, instruction provided at these schools forms
the core of new driver education for the young."
Cars as Rolling Apartments?
============================
The following description of the 2001 Tokyo Motor Show caught my attention!
"Why does Tokyo have far-wackier concepts than any other show, even
Paris? In part, it's because the city is its own crowded planet, one
in which designers are challenged to maximize interior space within a
small exterior. Many of these cars and tiny vans are designed as
rolling apartments for young adults who can't afford to move away from
their parents. Add this distinct culture's obsession with gadgets and
trends and strict government mandates that encourage
small-displacement engines and you have a creative atmosphere much
different than in North America or Europe."
From "2001 Tokyo Motor Show - Wacky Cars. Pod vs. Unibox," by Todd
Lassa. Motor Trend, April 2005.
http://motortrend.com/autoshows/coverage/112_01as_tokwack/
Attracting Younger Drivers
===========================
Toyota has made several attempts to access Japan's younger drivers.
While not specifically noting those in the 15-25 age bracket, some of
their strategies do note "twenty-something" buyers.
"With video games, baby strollers and manicure kits to welcome
visitors, dealers at a Toyota showroom in suburban Tokyo are working
to convince buyers that today's models have nothing to do with their
parents' boring old cars."
"Hiroshi Ishizawa, sales manager at a Toyota dealership in Tokyo,
explains the firm's strategy. "We try to create a warm feeling,
especially to appeal to young women, so they feel they can drop by
casually," said Hiroshi Ishizawa at the dealership, which also holds
costume parties and raffles featuring DVD recorders as prizes in an
effort to win customers."
"Efforts of this kind by Toyota dealers have paid off both at home and
abroad. This past week, the Japanese automaker marked its second
straight year of record profit, earning 1.16 trillion yen for the 12
months that ended March 31, up 55 percent from the previous year."
Read "Toyota freshens image, goes after younger drivers," by YURI
KAGEYAMA, The Associated Press. The Japan Times: May 21, 2004
http://search.japantimes.co.jp/print/business/nb05-2004/nb20040521a9.htm
===
"For all its prowess--and its $100 billion in annual sales--the
carmaker has a glaring problem, admits President Fujio Cho: "Our cars
haven't been funky enough to appeal to young drivers." In Japan,
Toyota's recent share of twentysomething buyers hovers around 30%, vs.
45% in 1987. A similar trend holds true in the U.S., where the average
Toyota buyer is 47, vs. 40 for Volkswagen and 44 for Honda Motor Co.,
two other hot importers.
Toyota's inability to click with young drivers stunted sales growth in
its home market for much of the 1990s and contributed to a worrying
loss of market share. In Japan, Honda has been more successful
appealing to the young.
But Toyota's domestic sales are picking up sharply, so much so that
its market share in Japan, which accounts for 40% of sales, is back to
record levels. That's because Cho and other top executives have been
racing to close the generation gap for several years, targeting young
buyers with the distinctive-looking Vitz compact and the MR-S sports
car (called the MR-2 Spyder in the U.S.).
The momentum is picking up. Over the past 20 months, Toyota has rolled
out six new cars designed specifically for young Japanese auto
buyers."
From "Young, Funky, Hip...Toyota? It's aiming umpteen new models at
the youth market." BusinessWeek Online. April 23, 2001.
http://www.businessweek.com/magazine/content/01_17/b3729167.htm
==
Some background about Japanese drivers
---------------------------------------
From "Ending the Tokyo choke," by Justin McCurry. The Guardian. Nov 12, 2004.
http://www.climateark.org/articles/reader.asp?linkid=36355
"Hiroyuki Ueba joined the ranks of Japan's devoted drivers relatively
late. He didn't buy his first car until he was 23. Now, eight years
later, he can't imagine life without his Toyota Celica GT-Four.
"It's very important for me and I can't imagine my life without a car,
at least for now," says Ueba, a company employee. "I think of my car
as an extension of where I live and my love of driving motivates me to
get out more and venture farther."
"He is not alone. Despite living in a country with arguably the best
public transport in the world, sitting behind the wheel of a car is a
national pastime."
"At the end of last year there were 77.5 million driver's licence
holders in Japan, an increase of nearly one million from 2002. That
number is expected to rise as the car industry reaches out to women
and elderly drivers, and as households, buoyed by an improving
economy, think more seriously about that second, or third, car."
*** "For young drivers like Ueba, owning a car is a form of escapism,
the key to ephemeral, self-contained freedom in which the normal rules
of social engagement don't apply, all in return for a modest
investment."
++++++++++++++++++
CULTURAL TRENDS
++++++++++++++++++
HIGH-SCHOOL GIRLS LEAD THE WAY
===============================
"High school girls are the leading trend-setters in Japan."
"Once the opinion leaders find something they like, the rest of the
class quickly follows. The result of this group drive to spend is that
high school girls pay-out approximately $2.5 billion every year. As a
result, many Japanese companies are turning towards these opinion
leaders to staff their marketing ranks."
Magazines
----------
"Unlike in the US, teen magazines in Japan are a thriving industry.
Magazines such as Cutie, ViVi, Cancam, Olive, and Cawaii are strong
industry voices, with huge billboard advertising campaigns all over
town. Japanese companies work hard to build strong relationships with
the magazines, because their endorsement often guarantees street
credibility for products."
Handheld Pets
-------------
"Tamagotchi is another example. Introduced in 1996 by the Bandai, the
company is unveiling a new version in 2004. Tamagotchi is a virtual
handheld pet that quickly became popular among Japanese schoolgirls.
Small plastic eggs containing an LCD display, the owner could, by
pressing buttons, take care of the pet by feeding it, giving it
medicine, playing games with it, and even discipline it. First coveted
by Japanese teenage girls and office ladies, the toy quickly spread,
spawning long toy store lines and fan clubs around the world."
From "Girl power: The world?s trendiest teens." Japan Market
Intelligence. Sept 1, 2004.
http://www.jmintelligence.co.jp/trends/trends_2004_autumn.html
CAMERA PHONES
==============
"Megapixel camera phones, with a camera resolution of over 1 million
pixels, are further strengthening their position as status symbols
among young men and women. According to Mitsubishi Research Institute,
a Japanese think tank, over 16% of men in the age group of 20-30 years
old own a mobile handset equipped with a megapixel camera (one of the
popular models actually looks like a camera). Mobile phones as a
product category seem to have overcome the seemingly insurmountable
challenge of insufficient capacity of existing terminals, making
enhanced mobile communications an affordable luxury."
From "Latest Trends." Japan Market Intelligence. Summer 2004
http://www.jmintelligence.co.jp/trends/trends_2004_summer.html
==
The cameraphone is even featured as a valuable sleuthing device in one
of Japan's most popular television shows aimed at the youth market.
"American detectives need snitches, sidearms, and sports cars to catch
bad guys. But the hottest private eye in Japan fights crime with her
cell phone. The teen supersleuth is the protagonist of Keitai Deka
(literally, "the cell phone detective"), a popular show on Japan's
BS-i channel. Every Sunday night, she unravels mysteries with the help
of her superpowered DoCoMo smartphone. Although Westerners might find
the premise implausible, in Japan, where multitasking teens can
thumbtext faster than you can type, it's practically a documentary."
From "Under Her Thumb." Wired Magazine. Issue 12.08 - August 2004
http://www.wired.com/wired/archive/12.08/play.html?pg=6
The Power of the Mobile Phone
===============================
Mobile Phone Manners now taught in the classroom:
"NTT DoCoMo will be holding classes about the history and manners of
mobile phones. The classes will be held at elementary, middle and high
schools in the Koushinetsu area of Kanto (surrounding Tokyo). NTT
DoCoMo will hold a "Keitai Safety Classroom" at Koushinetsu
elementary, middle and high schools, where students will learn the
history and manner of mobile phones. The classes will be held from May
of 2005 until March of 2006. Lecturers have been dispatched by DoCoMo
to schools that applied during the application period. These "Keitai
Safety Classroom" classes involve a lecturer dispatched from NTT
DoCoMo, who will teach students the history, manners, and morals
associated with mobile phones. There is no cost to attend the classes.
This is being conducted in cooperation with the Tokyo Education
Office."
From "Mobile Phones: DoCoMo Phone Classes." Tech Japan. Posted on Apr 25, 2005
http://www.techjapan.com/Article974.html
=
When it comes to mobile phones, Japanese parents are willing to foot the bill:
"Third, nowhere but in Japan do you have such a massive, homogenous
class of live-at-home pre-teens, teenagers and young adults whose
parents will consistently foot mobile bills in excess of U.S. $100 per
month or more per person. Also, Japanese consumers are far more mobile
compared to their counterparts in the U.S."
"In the U.S., much of our cyberspace or Internet experience is still
through the PC keyboard. But in Japan, it's almost exclusively through
mobile handsets."
"For first-time users in Japan, it is easier, cheaper and cooler to
get email by purchasing a mobile handset than by buying a personal
computer. What's more, limited personal space at home make PCs less
practical than mobile handsets, and people simply spend less time in
their homes. Finally, peer pressure and sheer convenience make the
mobile handset the default email terminal of choice for a great many
consumers, even adults."
"As a result, for Japanese teenagers at least, not having a keitai, or
handheld, has been described as "walking blind."
"This does have a negative side. In fact, you've said that the use of
cell phones is leading to increased computer literacy problems among
Japanese teenagers."
From "An American Wireless Watcher in Tokyo," by Rick Mathieson. Sept 2003
http://66.102.7.104/search?q=cache:ZYS3bpxtiMYJ:www.cooltown.com/cooltown/mpulse/0903-timclark.asp+marketing+to+Japanese+teenagers&hl=en
==
Despite technological know-how, there is a lack of interest in science:
"More than half of Japanese between the ages of 18 and 29 are not
interested in science, and the percentage is growing despite an
increased exposure to information technology products, according to a
government poll."
"While young people have strong skills using a variety of high-tech
gadgets, including Internet-enabled cell phones and video-game
consoles, "it doesn't seem they want to know where these came from or
who made those (products)," the official said.
From "52% of young adults uninterested in science, survey shows."
Japan Times. 2004
http://search.japantimes.co.jp/print/news/nn04-2004/nn20040411a8.htm
Also see "Japan's Generation of Computer Refuseniks." Japan Media Review
http://www.japanmediareview.com/japan/wireless/1047257047.php
MARKETING TO JAPANESE GAMERS
==============================
As the Japanese gaming market slows, companies are trying new strategies:
Sony introduces the Play Station Portable:
"A new breed of gadget junky has emerged in the subways of Tokyo over
the past month and half. Like their more common cousin, commuter
cellphonica, this species also displays rabid button-pushing
potential, and those tell-tale glassy eyes fixated on a screen with a
studious intensity worthy of a scholar. But look more closely and you
will soon realize that this is not a cell phone in its palm, for this
is portable console addictus. And now seen in ever more increasing
numbers clutching the latest offerings from computer game stalwarts
Sony and Nintendo."
"In December, consumer electronics giant Sony unveiled Play Station
Portable (PSP), the first serious attempt for some years to break into
the hand-held console market - a sector that had become synonymous
with being Nintendo's private fiefdom. On some estimates, the
Kyoto-based Nintendo has a 98% global share of the market, thanks to
its Game Boy line. But Sony is looking to get a piece of the action in
a sector that is predicted to grow globally to US$11.1 billion by
2007, from $3.9 billion in 2003, according to statistics by DFC
Intelligence, a market research company. Almost a decade after it
debuted its ground-breaking Play Station, Sony is looking to do to
hand-helds what it did in the fixed consoles market."
Read "Sony game for a fight with Nintendo," by Jamie Miyazaki. Asia
Times Online. Jan 1, 2005.
http://www.atimes.com/atimes/Japan/GA21Dh01.html
=
Microsoft hopes that including a dakimakur pillow with it's Xbox will
attract more Japanese gamers who are put off by the bulkiness of the
device.
"So why does Microsoft think that dakimakura will sell 5,000 Xboxes?
"This isn't something that's supposed to attract new Xbox users; it's
aimed at current Xbox DOA fans. The Xbox's image was cemented as the
'DOA machine' after Extreme Beach Volleyball's mild success last year.
Microsoft has changed its direction from 'winning family users' to
'exploiting hard-core fanboys,'" said Muto."
"Shinpei Masui, a university student in Kyoto who is the leader of his
school's gaming-enthusiast club, agrees. "To the average Japanese
gamer, the Xbox is only for DOA Volleyball. Nobody really pays any
attention to the other games. That said, the kind of people who buy
DOA are mostly obsessed fans, and they buy it because they like the
characters, not really because they enjoy the actual game play. And I
think the creators intended this game for that kind of person, which
is why it's sold more than other Xbox titles."
"So does Microsoft have any chance of reaching the non-pillow-hugging
market with the Xbox? The bulkiness of the hardware might ensure that
style-conscious Japanese consumers may not bite unless the system is
redesigned to be smaller and lighter. "Among the general public, it's
seen as a big game console by Microsoft that's not selling any good.
Size matters in Japan," said Muto. "Among hard-core gamers who care
about technology, it used to be known as a game console to play
American and European games whose 3-D capability surpasses all the
other game consoles out there."
"Masui agreed with this assessment. "Recently, my friends and I have
been playing 007: Nightfire, and we've become a little more aware of
American games. The high-quality ones have interesting qualities that
Japanese games don't, and so we've begun to think about buying an Xbox
to play games like Halo."
"However," Masui said, "there are really very few Japanese who think this way."
Read "Getting in Bed With the Customer," by By Chris Kohler. 08 Feb 2004
http://www.arcadepimp.com/index.php?s=news&i=81
=
Japan's violent video games are rarely blamed for violent acts:
"Video-game reviewer Dr. Brown, who writes for Japanese pop-culture
magazine Animerica, noted that this issue sets Americans apart from
other countries. Japanese pundits rarely assert that media violence
causes real-life violence. "One reason is that Japanese kids don't
have access to guns," he postulated. "In America, many homes have
weapons in plain sight, with ammo nearby."
"In America, where the right to bear arms is considered a major
foundation for civil liberties, and where the NRA is one of the
biggest lobbies in Washington, it's fairly obvious why people would
rather blame video games for violence than question gun policies. As
Jenkins put it, "It's easier to go after the Interactive Digital
Software Association than after the NRA."
"Longtime video gamer Justin Hall, who lives in Japan, added that the
Japanese lack of concern about violent media is particularly striking,
since Japanese video games are arguably more violent than American
ones. "In Japanese arcades these days, they're adding motion sensors
[to shooting games], so you've got to duck or lean to avoid return
fire from your enemies. One could argue that these are ever-more
interactive murder-training machines."
"And yet, Japan has a far lower murder rate than America does. Even
when violence does strike in Japan, experts almost never blame it on
the country's pop culture. Instead, they point to other stressors,
such as trying to succeed at work, or studying too hard for school
exams."
From "Blame Game - Gamers say social problems, not video games cause
violence," by - Annalee Newitz, Special to SF Gate. January 14, 2002
http://www.sfgate.com/cgi-bin/article.cgi?file=/gate/archive/2002/01/14/gameviol.DTL&type=printable
==
The Habbo Hotel:
"One of the most exciting areas is Habbo Hotel, which is an online
graphical gaming environment for teenagers to hang out in, make
friends and have fun. Once you choose a character (Habbo), you can
personalize its appearance with clothes, hair, skin, etc. Habbos can
talk, shout, walk, dance and swim. You can visit different Habbo Hotel
public rooms by using the navigator interface on the site or go to
guest rooms created by other visitors. Or you can create your own
room, invite your friends and have your own party. It allows teenagers
to express themselves by creating their own story on Habbo Hotel. The
service has over 500,000 registered users in Japan."
From "Taking interactive media to the next level," by Chris Betros.
Japan Today. http://www.japantoday.com/e/?content=executive&id=189
PHENOMENON OF PARASITE SINGLES
===============================
One of the latest trends in Japan is the increasing number of young
adults, both men and women, who have chosen to live with their
parents.
The following excerpts are from "PARASITE SINGLES" &emdash; A UNIQUELY
JAPANESE PHENOMENON?" by Hiroyuki Takahashi and Jeanette Voss. JEI
Report. No 31. August 2000.
http://www.jei.org/Archive/JEIR00/0031f.html#Heading2
"The numbers of "parasite singles" - young adults who are employed but
who continue to live as dependents in their parents' homes - are on
the rise in Japan. Masahiro Yamada, associate professor at Tokyo
Gakugei University, has identified this phenomenon as the dominant
trend among young people in Japan today. Certain aspects of the
Japanese economy and society have encouraged adult children to choose
this living arrangement over marriage or independent living. Parents,
as well, have a number of motives to go along with their childrens'
choices."
==
The largest percentage of parasite singles, according to a 1995 chart,
included young Japanese adults in the 20-25 age group. (See chart in
article)
==
"Living with parents has its economic advantages, especially for those
young people with modest salaries. Most adult children living at home
do not pay rent or purchase durable consumer goods. Life is more
convenient for them since their parents often provide housekeeping,
laundry and meal services. In fact, 85 percent rely on their parents
to take care of these daily tasks, and many even get extra spending
money.7 In 1997, about 50 percent of the young men and women who lived
with their parents received some form of financial assistance."
"Such parental support allows parasite singles to spend their time and
salaries on themselves. Some do save so that someday they will have
enough money to marry and have a family, and, in general, men save
more than women. On the other hand, other parasite singles treat their
salaries as disposable incomes available for self-indulgent purchases.
In Mr. Yamada's cautionary words, they "cast a shadow on the health of
society in the future."9 As the Washington Post described one young
woman, "she is 26 years old, beautiful, drives a BMW and carries a
$2,800 Chanel handbag - when she isn't using her Gucci, Prada or
Vuitton purses. She vacations in Switzerland, Thailand, Los Angeles,
New York and Hawaii."
=
Poor Economy forces more young adults to live with their parents
----------------------------------------------------------------
"One of the major factors influencing trends amongst young people in
contemporary Japan is the extremely poor employment market. Youth
unemployment is currently at record highs and according to government
projections the situation looks likely to get worse. Furthermore, in
the last decade the employment market itself has rapidly deteriorated
with a great deal fewer regular jobs now available for young adults.
Low-paid, part-time work is increasingly the only option for a growing
number of young people. These ongoing changes are having an immense
impact on the lives of today's young adults and in future decades will
have a substantive influence on Japanese society as a whole. At
present, some of the most visible manifestations of the changing
employment market on the lives of young people are (i) an increasing
inability to form an independent household resulting in many young
people living with their parents for longer than in previous
generations."
From "Youth Trends in Japan: Part Three - Increasing Unemployment and
Poor Work Opportunities," by J. Sean Curtin. Social Trends #40: June
4, 2003
http://www.glocom.org/special_topics/social_trends/20030604_trends_s40/index.html
DISTURBING DECLINE OF RELATIONSHIPS AND EMERGENCE OF HIKIKOMOR
===============================================================
As the culture in Japan changes, some disturbing trends can be seen
emerging among young adults. Marriages are becoming impersonal,
sexless and increasingly unnecessary, and young men are locking
themselves in their rooms for weeks at a time. This is affecting
teenagers and young adults as well as older individuals.
Excerpts follow from "No sex please - we're Japanese," by Paul
Wiseman, USA TODAY. July 2004.
http://www.usatoday.com/news/world/2004-06-02-japan-women-usat_x.htm
"More and more Japanese men and women are finding relationships too
messy, tiring and potentially humiliating to bother with anymore."
"And so, to an astonishing degree, men and women go their separate
ways - the women to designer boutiques and chic restaurants with their
girlfriends or moms, the men to karaoke clubs with their colleagues
from work or the solitude of their computer screens to romance
hassle-free virtual women."
"As for men, they seem bewildered by the rising assertiveness of Japanese women.
"Men are getting weaker," says Takayuki Tokiwa, 23, a student at a
Tokyo vocational college. "Women don't have to rely on men anymore.
They can live on their own."
"Masahito Wakauchi, 24, would seem to be a good catch. He has
fashionably wavy hair and a good job with an advertising agency in
Tokyo. Is he dating? Wakauchi shakes his head sadly. "It's very, very
difficult" to meet women these days, he says.
"Rather than risk rejection or summon the energy to maintain a modern
relationship, many Japanese men simply pay for affection in the
country's ubiquitous hostess bars and brothels.
"Others prefer virtual women online to the real kind. "They seem to
find the relationship cumbersome. ... You have to be attentive to your
partner," says Kunio Kitamura, president of the Japan Family Planning
Association's Family Planning Clinic. "A quick way to get satisfaction
is so-called cybersex."
In fact, as many as a million young men - mostly teenagers, but
increasingly older men as well - suffer from what is known here as
hikikomori. It's a condition in which they seclude themselves in their
rooms for weeks at a time (though the causes seem to go well beyond
fear of women to traumatic experiences from the past, such as being
bullied at school)."
DRINKING BEHAVIOR AMONG TEENAGERS AND YOUNG ADULTS
==================================================
The following is a brief excerpt - more details are in the study referenced below:
"In this article, young people are divided into two broad groups:
youths under the legal drinking age - or the underage - and young
adults. The definition of "underage drinking" and legal provisions
that often accompany it vary from country to country. In Japan, the
minimum drinking age is set at age 20, according to the Law
Prohibiting Minors from Drinking. "Young adults" are the youngest
group of the legal drinking age, operationally defined here as 20 to
29-year-olds. Based on this classification and referring to the
results of two large-scale cross-sectional national surveys and to an
on-going longitudinal study, we first look at the current drinking
behavior among underage Japanese youths. Data on young adults is
extracted from the national survey of Japan?s adult population,
conducted in 2003, and is compared with the results of the 1984
national survey."
=
"Taking the results of these studies together with other recent
literature, young people?s drinking in Japan may be summarized as
follows: 1) Underage alcohol consumption in Japan has already reached
a high level. 2) Drinking behavior undergoes a significant change, as
students progress from junior to senior high school. 3) Survey results
reveal that alcohol consumption and the level of alcohol-related
problems among young adults, especially among young women, have
sharply increased. 4) Although conclusive evidence is lacking, it is
reasonable to speculate that changes in drinking behavior among
Japan?s underage population may have led to those in young adults."
From "Young People?s Drinking Behavior in Japan." Susumu Higuchi, MD,
PhD1Kenji Suzuki, MD1Sachio Matsushita, MD1Yoneatsu Osaki, MD, PhD.
National Hospital Organization, Kurihama Alcoholism Center, Yokosuka,
Kanagawa, Japan 2Department of Social Medicine, Tottori University
School of Medicine, Yonago, Tottori, Japan
http://www.icap.org/download/Kobe/Higuchi_WASP.pdf
==
Again, although there is a paucity of freely-available information on
the Japanese youth culture, especially pertaining specifically to the
18-25 year old age group, I truly hope you find the above references
helpful as a basis for your research.
Sincerely,
umiat
young adults AND Japan AND social research
young adults AND Japan AND statistics
studies on japanese 18-25 year olds
young drivers in Japan
how many young adults own cars in Japan
favorite cars in Japan
japanese drivers
Japanese youth culture
teenage gaming in Japan
Japan market trends among youth
marketing to Japanese teenagers
young adults in Japan
Japan AND sports
favorite sports in Japan
Motor Trend website |
