Girl's Enrichment Lessons: One Out of Four Are Learning "English Conversation"
June 28, 2004
- Results of "Character and Children Market Survey"* by Video Research Being Summarized -
Video Research Ltd. conducts semiannual "Character and Children Market Survey," which gathers marketing data targeting children. We would like to announce to you the results for the April Survey of this year, which is now being summarized.
[From the Survey Results]
- As for the results related to children's enrichment lessons, "swimming school" (23.1%), "cram school/private preparatory school," "soccer" (both 16.6%), "English class/English conversation" (15.9%) were popular among boys, while the scores for "piano" (27.1%), "English class/English conversation" (23.5%), "swimming school" (20.9%) and "cram school/private preparatory school" (14.1%) were high among girls.
- "English conversation," which was the second highest among
girls, accounted for 24%, which marked an increase of about 10 points
from 13% in the results five years ago. It seems that interest in English
conversation is increasing, influenced by the fact that English was introduced
as a theme for the Period of Integrated Study.
Although its score is rather high among both boys and girls in higher grades of elementary school, the number of girls who learn English conversation before school age or while still in lower grades of elementary school is increasing.
*"Character and Children Market Survey"
It is a questionnaire survey targeted for children of age 3-12, conducted twice
a year in April and October since 1976.
It aims to grasp the children’s lifestyle. It fulfils various requests in the children market by understanding children as audiences and consumers.
|Method:||Direct-visit & self-completion questionnaire|
|Area:||All municipalities within 30km radius from the Tokyo Station|
|Targets:||Boys & girls of age 3-12
(junior high school students excluded)
|Number of samples:||800 (response rate: 78.3%)|
|Sampling method:||2-stage Random sampling|
|Period:||Apr. 12 (Mon.) - 18 (Sun), 2004
(Conducted semiannually in Apr. and Oct.)