WOZ LLC (Location: Shibuya-ku, Tokyo; Representative Member: Kazuaki Obata) conducted a survey on "Asset Building Information and Values of Gen Z and the Bubble Generation" targeting company employees from 1 Gen Z (ages 20-30) and 2 the Bubble Generation (ages 55-60) who are building assets through savings, deposits, and investments.

Against the backdrop of the expansion of the new NISA system and other factors, interest in asset building is growing, particularly among younger generations. However, in response to prolonged price hikes and uncertain economic prospects, there may be differences in attitudes towards "money" and "information" between generations.

Gen Z, as digital natives, are exposed to vast amounts of information from social media, while the Bubble Generation has experienced past economic booms and the investment environment of that era.

What kind of gaps currently exist in the values and information gathering practices of these two generations?

Therefore, WOZ LLC, which operates WOZmedia (https://woz.co.jp/jpmedia/), conducted a survey on "Asset Building Information and Values of Gen Z and the Bubble Generation" targeting company employees from 1 Gen Z (ages 20-30) and 2 the Bubble Generation (ages 55-60) who are building assets through savings, deposits, and investments.

Survey Overview: "Survey on Asset Building Information and Values of Gen Z and the Bubble Generation"

[Survey Period] June 2, 2026 (Tue) - June 3, 2026 (Wed)

[Survey Method] Internet survey conducted by PRIZMA (https://www.prizma-link.com/press)

[Number of Respondents] 1,040 people (1 520 people / 2 520 people)

[Survey Target] Monitors who responded that they are company employees from 1 Gen Z (ages 20-30) / 2 the Bubble Generation (ages 55-60) who are building assets through savings, deposits, and investments at the time of the survey response.

[Survey Source] WOZ LLC (https://woz.co.jp/jpmedia/)

[Monitor Provider] Sakurisa

Savings and Deposits are the Most Common for Both Generations in Asset Building! A Majority Keep Monthly Allocations Below "Less Than 10% of Income"

To begin, we asked about "currently practiced asset building and investment methods." The results were as follows:

Gen Z

KEY FIGURES

61.0％
『NISA（61.0％）』
49.3％
『NISA（49.3％）』

"Savings and Deposits" (69.2%)

"NISA" (61.0%)

"Stock Investment" (38.9%)

Bubble Generation

"Savings and Deposits" (87.9%)

"Stock Investment" (52.7%)

"NISA" (49.3%)

While "Savings and Deposits" was the most common for both generations, the Bubble Generation exceeded Gen Z by approximately 20%, suggesting a tendency to choose savings and deposits as a means of asset building that prioritizes safety.

Approximately 60% of Gen Z utilize "NISA," indicating the widespread adoption of asset building through tax-advantaged systems.

On the other hand, about half of the Bubble Generation engages in "Stock Investment." While asset building using NISA is prevalent among Gen Z, the Bubble Generation tends to utilize conventional stock investments, suggesting potential differences in asset building strategies by generation.

So, what is the amount allocated to savings and deposits from monthly income?

We asked those who responded "Savings and Deposits" as their current asset building/investment method.

When asked, "On average, what percentage of your monthly income do you allocate to savings and deposits?" the results were as follows:

"Less than 1%" (6.2%)

"1% to less than 5%" (26.6%)

"5% to less than 10%" (28.3%)

"10% to less than 20%" (20.3%)

"20% or more" (18.6%)

Combining the top two categories, it was shown that about half of respondents set their allocation to savings and deposits at less than 10% of their income. Meanwhile, about 20% responded with "10% to less than 20%," indicating a certain number of people allocate around 10-20% of their income to savings, deposits, and asset building.

Next, what is the amount allocated to investments from monthly income?

We asked those who responded with investment/operation-related items as their current asset building/investment method.

When asked, "On average, what percentage of your monthly income do you allocate to investments?" the results were as follows:

"Less than 1%" (10.5%)

"1% to less than 5%" (30.4%)

"5% to less than 10%" (30.8%)

"10% to less than 20%" (15.9%)

"20% or more" (12.4%)

Combining "1% to less than 5%" and "5% to less than 10%" for investment allocation accounted for about 60%, revealing that many keep their allocation below 10% of their income. On the other hand, combining "10% to less than 20%" and "20% or more" accounted for about 30%, indicating that a certain number of people allocate more than 10% of their income to investments.

Now, what are the impressions of both generations regarding current "savings and deposits"?

When asked about their "frank image of savings and deposits," the results were as follows:

Gen Z

"No risk of principal loss, safe" (47.3%)

"Low interest" (44.8%)

"Easy to deposit and withdraw" (30.6%)

Bubble Generation

"Low interest" (72.3%)

"No risk of principal loss, safe" (65.6%)

"Easy to deposit and withdraw" (43.7%)

While Gen Z has an image of "safety," about 70% of the Bubble Generation cited "low interest." The response of "low interest" was particularly high among the Bubble Generation, suggesting they may feel a lack of return from current savings and deposits.

So, what is prioritized in asset building?

When asked, "What is most important in asset building?" the results were as follows:

Gen Z

"Not losing principal" (34.4%)

"Requires little effort" (29.2%)

"Achieving high returns" (22.3%)

Bubble Generation

"Not losing principal" (47.3%)

"Achieving high returns" (19.8%)

"Requires little effort" (15.6%)

"Not losing principal" was the most common answer for both generations, indicating a shared stance of prioritizing safety. However, differences between generations emerged in the second and subsequent rankings. Gen Z cited "requires little effort," while the Bubble Generation prioritized "achieving high returns." This suggests a difference in stance between Gen Z, who prioritizes convenience, and the Bubble Generation, who also wants to pursue profits.

Unnecessary Expenses: Gen Z Cites "Various Fees," Bubble Generation Cites "Game Purchases"! What Do Spending Habits for 1 Million Yen Reveal About Financial Sense?

Next, we asked about generational values regarding expenses.

When asked, "What kind of expenses do you feel are 'a waste'?" the results were as follows:

Gen Z

"Various fees (ATM, etc.)" (41.9%)

"Game purchases" (32.3%)

"Brand-name goods/luxury cars" (30.6%)

Bubble Generation

"Game purchases" (53.3%)

"Various fees (ATM, etc.)" (47.3%)

"Gambling" (46.7%)

For Gen Z, "various fees" was the most common answer, showing a strict attitude towards small daily costs. Additionally, "brand-name goods/luxury cars" ranked third, indicating a tendency to avoid discretionary spending. On the other hand, "game purchases" exceeded half for the Bubble Generation, ranking first, followed by "gambling" in third place. They tend to feel that expenses that don't leave a tangible result or have uncertain outcomes are wasteful.

If they received 1 million yen, how would their spending habits differ between generations?

When asked, "If you were to receive '1 million yen' now, how would you use it?" the results were as follows:

Gen Z

"Invest it" (48.3%)

"Spend on 'experiences' like hobbies and travel" (37.3%)

"Deposit in a bank" (29.0%)

Bubble Generation

"Invest it" (52.1%)

"Deposit in a bank" (38.3%)

"Spend on 'experiences' like hobbies and travel" (34.4%)

"Invest it" was the most common answer for both generations, showing a positive attitude towards asset management. However, differences appeared in the second most common answer. Gen Z chose to spend on "experiences," while the Bubble Generation responded with "deposit in a bank." This reveals that younger generations allocate funds for current enjoyment along with future preparation, while the Bubble Generation tends to prioritize securing liquid assets.

Gen Z's Information Sources: "SNS"; Bubble Generation's: "News Sites/Apps" are Most Common!

Given the differences in spending habits, what kind of information influences their decisions?

When asked, "What has the most influence on your decisions regarding money and investments?" the results were as follows:

Gen Z

"SNS (X, Instagram, TikTok, etc.)" (25.8%)

"News sites/apps (Yahoo! News, etc.)" (16.4%)

"Information from financial institutions" (15.4%)

Bubble Generation

"News sites/apps (Yahoo! News, etc.)" (26.9%)

"Information from financial institutions" (23.3%)

"YouTube" (10.2%)

While "SNS" was the most common for Gen Z, "news sites/apps (Yahoo! News, etc.)" and "information from financial institutions" followed in second and third place, suggesting they combine multiple information sources starting with SNS for their decisions. In contrast, for the Bubble Generation, "news sites/apps (Yahoo! News, etc.)" and "information from financial institutions" accounted for half, indicating a tendency to prioritize information sources where reliability can be more easily confirmed, such as news sites/apps and information from financial institutions.

Given the generational differences in collecting financial information, to what extent do people feel a barrier to consulting someone about money and investments?

When asked, "To what extent do you feel a barrier to consulting someone about money and investments?" approximately 70% responded with "feel it is very high" (17.4%) and "feel it is somewhat high" (48.0%).

It became clear that even among those who are building assets, many feel a high barrier to consulting others about money and investments. Topics related to money tend to be difficult to discuss casually with those around them.

Finally, how do each generation feel about learning about money and investments?

When asked, "Which of the following best describes how you currently feel about studying money and investments (acquiring knowledge)?" the results were as follows:

Gen Z

"I want to learn from now on" (42.7%)

"I should have learned sooner" (25.2%)

"I already have sufficient knowledge" (18.5%)

Bubble Generation

"I want to learn from now on" (31.2%)

"I should have learned sooner" (31.2%)

"I feel it is necessary but troublesome" (20.0%)

Approximately 40% of Gen Z responded with "I want to learn from now on," showing a proactive attitude towards acquiring knowledge. On the other hand, for the Bubble Generation, proactive responses and "I should have learned sooner" were tied, with a certain number of people regretting past lack of preparation and realizing the importance of knowledge as they age.

From Savings to Investment: Expanding Asset Building Options and Generational Differences

This survey revealed differences in asset building practices and values between Gen Z and the Bubble Generation.

While "savings and deposits" were the most common current asset building method for both generations, approximately 60% of Gen Z utilized "NISA," and half of the Bubble Generation used "stock investment," showing generational differences in asset building.

Furthermore, it was found that about half of those who responded "savings and deposits" as their current asset building/investment method allocate "less than 10%" of their monthly income to it. Additionally, about 60% of those who invest set their allocation at "less than 10%." This suggests that many individuals are starting asset building within a relatively manageable range of less than 10% of their income, whether for savings, deposits, or investments.

Regarding the image of savings and deposits, Gen Z has an image of "safety," while about 70% of the Bubble Generation cites "low interest." In terms of priorities for asset building, "not losing principal" was the most common for both generations, but Gen Z subsequently prioritized "requires little effort," while the Bubble Generation prioritized "high returns," indicating differences in investment stances.

In terms of daily financial sense, Gen Z tends to feel "various fees" are wasteful, while the Bubble Generation tends to feel that expenses that don't leave a tangible result, such as "game purchases," are wasteful. For the use of 1 million yen, "invest it" was the most common answer for both generations, showing an awareness of increasing assets through investment regardless of age.

Furthermore, it became clear that many people feel a certain barrier to consulting others about money and investments. Regarding information sources, Gen Z uses "SNS," while the Bubble Generation uses "news sites/apps." Younger generations tend to refer to diverse information on SNS, while the Bubble Generation tends to prioritize information from conventional media and official organizations.

Additionally, regarding financial education, while about 40% of Gen Z expresses a desire to "learn from now on," a significant number of the Bubble Generation, tied with those who are proactive, regret "should have learned sooner," indicating a realization of insufficient knowledge.

Even among those building assets, there are generational differences in how they obtain information, and a common barrier exists in consulting about money and investments, suggesting that approaches to financial information are not uniform.

To overcome these difficulties in consultation and learning, and to continue asset building long-term while maintaining a comfortable daily life, it is considered important to acquire knowledge through objective data and logical explanations.

For information on finance and investment, visit "WOZmedia"!

WOZ LLC, which conducted the survey "Asset Building Information and Values of Gen Z and the Bubble Generation," operates WOZmedia (https://woz.co.jp/jpmedia/), a comprehensive review site for FX brokers and crypto asset exchanges.

"Creating a Richer Future by Merging Finance and the Web"

WOZ LLC aims to create new value in the area where finance and web technology intersect.

As technology evolves, our lives and businesses are changing dramatically, and in this context, "reliability," "transparency," and "innovation" are becoming increasingly important. Based on these elements, we provide financial services that more people can use with confidence, and web solutions that boost businesses.

Furthermore, we aim to build a future where individuals and companies can achieve sustainable growth through new fintech services that combine finance and the web.

[Financial Media Operation]

WOZ LLC operates its own media specializing in the financial industry, providing reliable information on topics such as FX (Foreign Exchange Margin Trading), crypto assets, and asset management.

- Analysis by Expert Team: An expert team with extensive industry experience, including active FX traders, financial analysts, financial planners, and tax accountants, disseminates investment information from a unique perspective.

- Information for a Wide Range of Investors: We provide content on investment strategies targeting a broad audience, from beginners to advanced investors.

[WOZ LLC Business Details]

Website Development

We build sites that balance design and functionality, from WordPress to full-scratch development.

- Information architecture and UI design optimized for brands

- Site structure focused on lead generation and conversions

- Optimal technology selection (WordPress, React, Next.js, etc.)

- Responsive design and accessibility considerations

- Post-launch operational support and improvement proposals

Details here: https://woz.co.jp/services/web-development

SEO Consulting

We strengthen search traffic with data-driven strategies and directly link it to business growth.

- Keyword selection and competitor analysis

- Site structure and internal link optimization

- Content strategy planning and production support

- Technical SEO (Core Web Vitals improvement)

- MEO and Local SEO

Details here: https://woz.co.jp/services/seo

Web Service Development

We plan and develop highly practical web services such as financial tools and simulators.

- User-first feature design

- Tool development to support financial literacy improvement

- Modern implementation using React/TypeScript/Vite

- Responsive design compatible with smartphones to desktops

- Local processing that emphasizes data privacy

Details here: https://woz.co.jp/services/web-apps

Media Operation

We plan and operate owned media specializing in expert fields such as finance, SEO, and AI.

- Establishment of a specialized editorial system for finance

- Production of market analysis and investment strategy content

- Information design catering to beginners and advanced users

- KPI design, A/B testing, and measurement environment setup

- Monetization strategy planning

Details here: https://woz.co.jp/services/media

API Development and Provision

We design real-time integration APIs, including trading and settlement, and build robust backends.

- RESTful API/GraphQL design and implementation

- Real-time data integration (WebSocket)

- Construction of automated trading systems

- External API integration and data aggregation

- Security design and load balancing

Details here: https://woz.co.jp/services/api

Market Research

We conduct research in the FX/crypto asset domains and provide reports based on objective data.

- Market trends and analysis

- User survey design

- Competitive service comparison analysis

- Investor insight report creation

- Data visualization

Details here: https://woz.co.jp/services/research

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Inquiries

- Phone: 03-4533-7686

- Email: [email protected]

- Contact: https://woz.co.jp/#contact

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果
  • Organizations: PRIZMA