A report on student behaviour released by the National University Co-operative Society in Japan found that nearly 70% of respondents were interested in studying abroad. The report also revealed particular sensitivities towards consumption among Japanese students, who would not hesitate to spend money on expensive goods if they recognise value.

This survey was conducted online between November and December in 2014 and received responses from 3,583 university undergraduate students across Japan. The survey looked at attitudes towards university classes, consumption habits, social relationships and perspectives for the future including how family circumstances influence their student life and career prospects.

The survey revealed that 1 in 4 respondents had experiences of travelling or studying abroad after entering university. 91.1% of respondents believed that there will be a growing demand for English ability in Japanese society in the future. 70.3% answered that they were interested in travelling abroad during long vacations and 67.6% that they would like to study abroad given the opportunity. Motivation to study abroad was influenced by their economic circumstances and their parents’ educational backgrounds.68.6% of respondents from high-income families said they wished to gain study abroad experience, while the figure for those from low-income families was 62.9%.Those with parents educated to degree level or above were more interested in studying abroad.

While the majority of respondents were keen to gain study aboard experience, few students expressed interest in working outside of Japan. This suggests that Japanese students maintain a domestic outlook in terms of their long-term career.

A question on consumption habits also yielded some intriguing results. Nearly half (48.1%) of respondents said they would not hesitate to purchase something they wanted and the majority (60.3%) said they would happily purchase expensive items in order to pursue their interests. For 43.6% of the respondents, brands are important. This was more so for male students (46.7%) than for female students (39.6%). Overall, the survey demonstrates that students will spend if they recognise value.

Analysis:

The results of this survey, together with other recent statistical results, suggests that young Japanese are no longer “inward-looking” but are increasingly keen to explore their potential through studying abroad. Students are very much aware of the need to develop English language ability and this will ensure the continuing popularity of English language speaking countries as study abroad destinations. Undoubtedly, Japan has never held such promise as a market for investment for UK institutions. Students’ brand consciousness and their willingness to spend if they recognise value are particularly interesting from a UK perspective. According to our own survey, the UK holds a high-quality and high-brand image among Japanese universities and students. This has traditionally been both a strength and weakness, as the UK is often perceived to be too expensive and entry requirements too high. UK institutions should, therefore, look to mitigate such negative images by providing students with clear information and support in terms of finance and any scholarship opportunities as well as English language requirements.

If you have any queries, please contact Ayako Towatari, British Council Japan.