True Spirit Tobacco Company, Inc. (CEO Aya Iihara) conducted a survey of 554 men and women in their 20s to 60s across the country regarding their “time to face what they like.” In an era where efficiency is emphasized, “taipa” is a word that aims to get as much performance as possible without wasting as much time as possible, and was selected for the 2022 New Word Award, and taipa is becoming the standard of living.
However, a survey revealed that people do not view everything in terms of “time efficiency,” but rather that they intentionally want to spend as much time as possible focusing on what they like. There is a growing focus on “time spent enjoying time,” which emphasizes quality rather than time performance.
In an era where Taipa is valued, half of modern people want to have fun even if it takes a lot of effort.
Even if it takes a lot of effort, you can enjoy time by yourself and at your own pace, and spend time facing yourself.
Survey on “Time to face what you like” Survey overview
■ Implementation period: December 7th (Wednesday) to December 9th (Friday), 2022
■ Research method: Internet survey ■ Survey target: 554 men and women in their 20s to 60s nationwide (278 men, 276 women)
After collecting an equal number of samples, weight back according to the population composition ■ Research institution: Macromill ★ Composition ratio (%) is rounded to the second decimal place, so the total may not add up to 100%.
Research premise: Hypothesis: “In an era where Taipei is emphasized, don’t we need time to enjoy ourselves through effort rather than efficiency?”
“Taipa” was selected as the grand prize winner of “New Words of the Year 2022.” “Taipa” is an abbreviation for time performance, which refers to effectiveness versus time. By choosing actions that give you a high level of satisfaction with the time you spend and that are considered to have great results, you can reduce the cost performance (cost performance = cost effectiveness) of your satisfaction with the cost. Results and satisfaction with time are “Taipa”.
Young people in their teens to 20s, known as Generation Z, place importance on this type of marketing. They tend to watch videos at double speed, only listen to the chorus of music, and are okay with fast-paced 10-minute movies instead of 2-hour movies. In a survey of Generation Z, 85% of them answered that they “value Taipa.”
Taipa is not limited to Generation Z, but is also valued in society, such as improving work efficiency and productivity introduced by work style reforms, and elevator pitches that give presentations in a short time. Even in our daily lives, such as visual communication through photos and videos, we find ourselves making typical choices.
In this climate of emphasis on Taipa, True Spirit Tobacco Company emphasizes quality (satisfaction, fulfilment) rather than performance (results), valuing the hassle of having fun and taking the time to reflect on what you like. Isn’t there a choice you made? Based on this hypothesis, we conducted this survey on “time to face what you like.”
In today’s world where productivity and efficiency are emphasized, and even our private lives are shared on social media, we need time to enjoy ourselves without choosing efficiency. I would like to focus on the reality of modern people enjoying themselves even if it takes a lot of effort, as revealed by the survey results.
Half of Japanese people have something they would like to enjoy even if it takes a lot of effort
The survey was conducted on 554 men and women in their 20s to 60s. When asked whether there are things in their daily lives that they would like to enjoy even if it takes a lot of effort, more than half of them answered, “There are things that I want to enjoy even if it takes a lot of effort” (53.1%) [Figure 1].
When asked about how much time they spend each week on activities that they enjoy even if it takes a lot of effort, the average time was 4.82 hours/week (41.3 minutes/day). On the other hand, the ideal amount of time that people would like to spend enjoying themselves, even if it takes a lot of effort, is 7.55 hours/week (64.7 minutes/day), which is 23.4 minutes short per day [Figure 2]. In an era where efficiency is emphasized, it is not easy to spend as much time as you want, which may be why we grow attached to that precious time.
[Figure 1] Things you want to enjoy even if it takes a lot of effort
Q.What do you want to enjoy in your daily life even if it takes a lot of effort?
[Figure 2] Things I want to enjoy even if it takes a lot of effort (per week)
Q.What is the actual amount of time you can spend on something you enjoy, even if it takes a lot of effort, and what is your ideal amount of time?
Having fun even if it takes a lot of effort is something that people can empathize with and feel attached to.In Figure 1, 96.4% (537 out of 554 samples) of people who answered that they don’t enjoy a lot of effort, except for the 3.2% who answered “not at all” enjoy it even if it takes a lot of effort. We asked them for their opinions on having fun while playing. More than 60% of them answered, “I empathize with the idea of having fun even if it takes a lot of effort” (65.2%) and “I feel attached to the idea of having fun even if it takes a lot of effort” (64.3%) [Figure 3].
Taking the time to enjoy yourself gives you time to face yourself and develop what you like. In an era where efficiency is emphasized and private life is shared on social media, the time that people can spend doing whatever they want without worrying about efficiency has become an extremely valuable and luxurious time for modern people.
[Figure 3] Having fun even if it takes a lot of effort…
Q. How do you feel about “enjoying something even if it takes a lot of effort”?
The score is the sum of “very applicable” and “somewhat applicable”
Reasons why you want to enjoy it even if it takes a lot of effort: “Enjoying the process” and “Relaxing time” – creating a rich time
When asked why they want to have fun even if it takes a lot of effort, they answered, “I enjoy the process of putting in the effort” (32.3%), “I can spend a relaxing time by putting in the effort” (30.8%), and “I enjoy the process of putting in the effort” (30.8%). “I feel that the finished product or the experience that was created after putting in the effort” (27.4%) and “By putting in the effort, I feel a feeling of love and valuing” (25.8%). It seems that having fun leads to luxurious time that enriches one’s heart [Figure 4].
It seems that the emphasis is not on the performance that can be gained from the time it takes, but on the quality of the time and the effort it takes to enjoy it.
When asked to freely answer why they want to have fun, they answered, “Because I feel special and important by taking time” (female in her 20s), “Because I want to enjoy everyday life” (female in her 50s), and “Passive.” “I’m not really satisfied just by having fun,” said a man in his 50s, expressing the joy of losing track of time and immersing yourself in the pursuit of self-fulfillment and self-actualization, rather than efficiency.
[Figure 4] Reasons for wanting to enjoy it even if it takes a lot of effort (multiple answers) (free answer)
Q.What are the reasons why you feel that way about things you want to enjoy even if it takes a lot of effort?
Specific reason why you want to enjoy it even if it takes time (free answer)
The trick to having fun even if it takes a lot of time is to enjoy it at your own pace and alone.
When asked what they are particular about when it comes to having fun even if it takes a lot of effort, 42.7% said the most important thing was “Being able to do it by myself and at my own pace” (42.7%) [Figure 5]. When asked who they would like to go with when they want to have fun, even if it takes a lot of effort, 70% of them answered, “I would like to do it alone” (69.1%) [Figure 6]. Taking the time to enjoy yourself seems to give you valuable time to focus on what you want to do, face yourself, and reconsider.
[Figure 5] Attention to detail when enjoying things with effort (multiple answers possible)
Q. What are your preferences when it comes to enjoying yourself even if it takes a lot of effort?
[Figure 6] Person with whom you enjoy spending time (multiple answers)
Q. Is there someone you would like to do something fun with, even if it takes a lot of effort?
Things that you want to enjoy even if it takes a lot of time: men like to exercise, women like to lose weight
When asked what they would like to enjoy even if it takes a lot of effort, men said “exercise such as mountain climbing or running” (27.8%), and women said “reducing the amount of things they own” (41.5%) [Figure 7]. When asked to answer freely, “cooking” and “travel” were frequently cited.
[Figure 7] Contents in life that you would like to enjoy even if it takes a lot of effort (multiple answers) (free answer)
Q.What is something you would like to enjoy doing in your daily life, even if it takes a lot of effort?
Don’t hesitate to put in the time and effort to find what you love
The time you want to enjoy even if it takes a lot of effort is also the time to face yourself and what you like. When asked whether they have time to face what they like, 64.0% of the respondents answered that they have time to face what they like [Figure 8].
Next, I asked them if they would be willing to put in the time and effort to pursue what they love. Only 20% (24.5% of time, 22.3% of effort) answered that they would spare no effort, while more than 40% of the total answered that they would spare no time (46.4%) and 42.8% would spare no effort. ) he answered. We found that more and more people are willing to put in the time and effort to pursue what they love [Figure 9].
[Figure 8] Time to face what you like
Q. Do you have enough time to face what you like?
Also, among the 355 people who answered that they have time to face what they like in Figure 7, the score for being generous with time (58.9%) and effort (51.7%) was nearly 10 points higher than the average score. , more than half. It seems that when you have time to face what you like, you are able to do it more generously and to the fullest.
[Figure 9] Time and effort required to face what you like
Q.To what extent would you give up on the following things in order to spend time facing what you like?
Summary: “Time to enjoy with effort” that emphasizes quality over performance is time for adults.
Even in a society that emphasizes efficiency and prioritizes time, there is a strong desire to have fun even if it takes a lot of effort, and one out of every two people today enjoys spending time this way. Rather than trying to achieve a goal, the real pleasure of spending time enjoying the process itself can be said to be enjoyable. Of course, you want to enjoy such luxurious time alone. I want to devote my time and effort to finding what I love! In reality, we may not have as much time as we would like, but precisely because we don’t have enough time, it may become more valuable and luxurious, making it even more meaningful.
In a society that places emphasis on performance, the antithetical way of using time by having fun even if it takes a lot of effort is a valuable time that is indispensable for facing oneself. It’s a way to spend time that focuses more on quality than performance. We hope that busy adults who are busy with efficiency and productivity will enjoy it.
Survey on “Time to face what you like” Survey overview
■Implementation period: December 7th (Wednesday) to December 9th (Friday), 2022
■Research method: Internet survey ■Survey target: 554 men and women in their 20s to 60s nationwide (278 men, 276 women)
After collecting an equal number of samples, weighting back according to the population composition ratio ■Research institution: Macromill ★The composition ratio (%) is rounded to the second decimal place, so the total may not add up to 100%.