Social Surveys

KKC maintains a nation-wide network of social survey respondents consisting of around 3,300 people of different age groups to carry out quarterly surveys on economic and social issues. The opinion trends clarified by these surveys are provided as feedback to member corporations and shared with the media for use in their reporting.

Research Survey on Trust Towards Corporations

February 15, 2022

KKC conducts an annual internet survey of its social network of 2,726 people living in all parts of Japan. From October-November, 2021, a survey on “Trust towards Corporations” was conducted. A total of 1,290 people responded.

79% of the respondents thought that “providing safe and reliable products, services and technologies at appropriate prices” is the most important role and responsibility of corporations. 59% believed that “responding in an appropriate manner in unexpected circumstances” is important and 54% supported companies that “establish and follow corporate values that are in line with social values”.

Most of the respondents (86%) believed that companies are fulfilling their role of “providing safe and reliable products, service and technology at appropriate prices”.

Regarding “trust” towards corporations, 3% confirmed that they can trust corporations and 41% said they can trust corporations in general, adding up to a total of 44% who generally feel positive towards corporations. This percentage has stayed at the same level in recent years. 9% of the respondents felt generally negative towards corporations.

In order for corporations to gain greater trust, 87% believe that companies must continue to provide safe and reliable products, service and technology at appropriate prices. In addition, 49% of respondents believe it is important for companies to make “efforts in saving resources and energy and to promote environmental protection”. This percentage has increased by 4% compared to the previous year and it shows the recent trend of rising public interest in environmental issues.

In evaluating corporations, 72% said they get their information from newspapers, 68% from television, and 48% from the internet and social media. 37% said they get information directly from company websites, and 33% from magazines, a decrease from last year.

Furthermore, respondents showed their high interest in various corporate activities under the COVID-19 crisis. Some of the activities that received attention were the manufacturing of Japan-made masks, development of Japan-made vaccines and medication, hygiene management of shops, no-contact delivery services and designated non-medical facilities for coronavirus patients.
(see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000175-1.pdf)

Research Survey on Trust Towards Corporations

February 18, 2021

KKC conducts an annual internet survey of its social network of 2,741 people living in all parts of Japan. In October, 2020, a survey on “Trust towards Corporations” was conducted. A total of 1,436 people responded.

78% of the respondents thought that “providing safe and reliable products, services and technologies at appropriate prices” is the most important role and responsibility of corporations. 57% believed that “responding in an appropriate manner in unexpected circumstances” is important and 51% supported companies that “establish and follow corporate values that are in line with social values”.

Most of the respondents (86%) believed that companies are fulfilling their role of “providing safe and reliable products, service and technology at appropriate prices”.

Regarding “trust” towards corporations, 3% confirmed that they can trust corporations and 42% said they can trust corporations in general, adding up to a total of 45% who generally feel positive towards corporations. This percentage has increased by 1% from the previous year. 9% of the respondents felt generally negative towards corporations.

In order for corporations to gain greater trust, 89% believe that companies must continue to provide safe and reliable products, service and technology at appropriate prices. 61% believe it is important for companies to maintain and create job opportunities. 54% emphasized the need for transparency of management and information disclosure and 52% said that companies must establish and follow corporate values that are in line with social values.

In evaluating corporations, 73% said they get their information from newspapers, 68% from television, 49% from the internet and social media and 34% from magazines. 35% said they get information directly from company websites and 33% from digital media, including media websites and social media.

Questions regarding COVID-19 were added from this year. With the outbreak of Covid, 54% said they have become interested in or used “teleworking or online classes”. 41% of respondents answered that they used “take-out food and delivery services” and “on-line shopping” and 39% used “online call services”.
 (see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000167-1.pdf)

Research Survey on Trust Towards Corporations

March 19, 2020

Every year, KKC conducts an internet survey of its social network of 2,755 people living in all parts of Japan. From November-December, 2019, a survey on “Trust towards Corporations” was conducted. A total of 1,439 people responded.

79% of the respondents thought that “providing safe and reliable products, services and technologies at appropriate prices” is the most important role and responsibility of corporations. 57% believed that “responding in an appropriate manner in unexpected circumstances” is important and 54% supported companies that “establish and follow corporate values that are in line with social values”.

A high percentage of the respondents (86%) believed that companies are actually fulfilling their role of “providing safe and reliable products, service and technology at appropriate prices”.

Regarding “trust” towards corporations, 2% confirmed that they can trust corporations and 42% said they can trust corporations in general, adding up to a total of 44% who generally feel positive towards corporations. This percentage has increased for 3 consecutive years. 10% of the respondents felt generally negative towards corporations.

In order for corporations to gain greater trust, 87% believe that companies must continue to provide safe and reliable products, service and technology at appropriate prices. 55% believe it is important for companies to maintain and create job opportunities. 54% said that companies must establish and follow corporate values that are in line with social values and 52% emphasized the need for transparency and information disclosure.

In evaluating corporations, 75% said they get their information from newspapers, 70% from television, 50% from the internet and social media and 38% from magazines. 33% said they get information directly from company websites and 32% from digital media, including media websites and social media.
(see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000147-1.pdf)

Research Survey on Promoting Japan as a Tourism Oriented Country

October 31, 2018

Promoting tourism is an important pillar of Japan’s growth strategy and is key to regional revitalization. The Japanese government aims to increase the number of foreign visitors to Japan to 40 million by 2020. Of the 1,574 survey respondents, 72 % said that they would like to promote “Japan’s food culture and delicious food”, taking the opportunity of the 2020 Tokyo Olympic and Paralympic Games. 54% of respondents said that the most effective way to promote Japan’s attractiveness to the world would be via the “foreign media”. To prepare for an increase of foreign visitors, 65% of respondents thought that “better access between airports and cities are needed” and 54% believed that “training of staff and volunteers who can speak foreign languages” will be necessary.
(see complete survey results in Japanese: https://www.kkc.or.jp/data/release/00000147-1.pdf)

Research Survey on Trust toward Corporations

March 22, 2018

In this annual survey of approximately 2800 members of KKC’s internet survey network, 37% of the respondents said they feel generally positive towards corporations while 17% feel generally negative. Although the percentage of people who feel positive exceeds that of the people who feel negative, this was a drop in the generally positive sentiment towards corporations in two years. 82% of the respondents believed that “providing safe and good quality products, services and technology at reasonable prices” is the most important responsibility of corporations. 56% believed that “responding in an appropriate manner in unforeseen circumstances” is important and 53 % supported companies that “promote and follow corporate values that are in line with social values”.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000141-1.pdf)

Research Survey on Internet Use and Social Networking Sites (SNS)

December 4, 2017

The survey results showed that the average time used to access the internet has doubled compared to the previous year, reaching over 4 hours a day, and smartphone users have increased. 63% of respondents use SNS to communicate and share information with their family and friends. About 50 % of respondents are interested in the SNS of corporations. 75% of respondents get information from the SNS of corporations, but only about 30 % respond to the information. Respondents requested corporations to provide more information on their products and services.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000137-1.pdf)

Research Survey on Trust Towards Corporations

July 27, 2017

In this survey, more than 70% of the respondents believed that 1) good products, service and technology, 2) reliable corporate and management values and 3) high quality ethics and compliance are the 3 most important characteristics of a reliable company. Regarding M&A reports, 24% of respondents said they are aware of M&A reports and have read one before, while almost 60% said they are aware of such reports but have never read one.
(see complete survey results in Japanese: http://www.kkc.or.jp/data/release/00000133-1.pdf)