Decoding "Industry Personas" from Data of 30,000 People ~ "Manufacturers" Value Practical Benefits, "Trading Companies" Focus on External Consumption, "Information & Communications" Are Investment-Oriented. Thorough Comparison of Business People's Lifestyles from Values to Spending Habits ~

Macromill, Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President & CEO: Toru Sasaki; hereinafter "the Company") analyzed workers in industries that attract interest from job seekers, utilizing its "Brand Data Bank" (hereinafter "bdb") data service, which covers approximately 200 items for 30,000 people nationwide. This analysis objectively clarifies the personas of business people working in each industry based on data.

In job hunting, understanding the real-life profiles of "the kind of seniors working there" is a key indicator for choosing a company, but there is a challenge in that the actual situation is difficult to see before joining. This survey, with the aim of providing career choice hints to job seekers, visualized the lifestyles of business people by industry, from concrete consumption behaviors and favorite brands to their values, hobbies, and spending habits.

*These personas are visualizations of the statistical "tendencies (averages and characteristic differences)" of the overall data for each industry, and do not define the values and lifestyles of all individuals working in the respective industries.

Topics

Manufacturers: Suburban workers who embody "stability x practical benefits," with over half using "personal cars" as their means of transportation.

Finance, Securities, Insurance, Real Estate: Investing in status and self-improvement! Ambitious workers living smartly in big cities.

Advertising, Publishing, Printing: Knowledge workers who "decipher" trends rather than "consume" them, prioritizing "informed purchases" based on official information.

Trading Companies: Actively connecting offline with dining out and drinking at least once a week. Globally-minded active workers investing in external consumption.

Information & Communications: Optimizing telework with data and technology. IT workers who invest a balance in hobbies and asset management.

Analysis Results

Utilizing bdb data, we analyzed the values and lifestyles of each industry.

【Manufacturers】Suburban workers who embody "stability x practical benefits," with over half using "personal cars" as their means of transportation.

Values & Lifestyle: Practical and stability-oriented suburban lifestyle / High proportion using personal cars for transportation (Most frequently used means of transport "Private car" 52.5%・+7.3pt vs. overall)

How they spend holidays: Time with family / Classic leisure activities such as sports and events.

Spending Habits: Consumption behavior prioritizing practical benefits / Spending noticeable on life foundations such as car insurance (subscription rate 63.1%・+20.0pt vs. overall) and life insurance.

Hobbies & Interests/Media: High interest in sports, actively participating in and watching / Prefer classic content.

Fashion: Prefer items that are classic and functional, not swayed by trends.

【Finance, Securities, Insurance, Real Estate】Investing in status and self-improvement! Ambitious workers living smartly in big cities.

Values & Lifestyle: Strong ambition and high self-investment awareness / Prefer living and working in big cities / Commuting by train is the norm.

How they spend holidays: Prefer high-quality experiences such as travel, theater, and sports viewing.

Spending Habits: High interest in investment and asset management / High awareness of living standards, investing in living environments and facilities.

Hobbies & Interests/Media: High interest in real-life experience content such as sports and music / High information literacy, gathering a wide range of information.

Fashion: High interest in self-improvement, both externally and internally / Brand-oriented, frequent department store users (1+ times/month 22.4%・+9.0pt vs. overall).

【Advertising, Publishing, Printing】Knowledge workers who "decipher" trends rather than "consume" them, prioritizing "informed purchases" based on official information.

Values & Lifestyle: Have their own judgment criteria, not swayed by others' opinions or trends ("Conforming to others" 37.2%・-7.6pt vs. overall) / Prioritize time efficiency.

How they spend holidays: Prefer cultural venues such as music live shows and anime events / The highest proportion of people whose hobby is "Oshi-katsu" (supporting a favorite idol/character).

Spending Habits: High spending per meal, actively consuming to improve time efficiency such as domestic help services / Prioritize "informed purchases" by researching origin and ingredients.

Hobbies & Interests/Media: High interest in entertainment but not just as a fan; grasp trends from a bird's-eye view / Cross-reference multiple media and prioritize official/primary information.

Fashion: Prefer urban, sophisticated designs / View fashion and beauty as grooming and self-investment rather than hobbies.

【Trading Companies】Actively connecting offline with dining out and drinking at least once a week. Globally-minded active workers investing in external consumption.

Values & Lifestyle: Strong ambition for social status improvement and overseas aspirations / Extroverted, open in interpersonal relationships, and prefer group activities.

How they spend holidays: Prefer real-life venues such as sports viewing and music festivals / Actively engage in physical activities.

Spending Habits: Actively spend on daily "external consumption" such as dining out and drinking, and sports (Dining out "once or more per week" 35.8%・+11.2pt vs. overall).

Hobbies & Interests/Media: Use sports information sites daily / Actively consume music, from subscriptions to live performances.

Fashion: Prioritize brands and prices, strong preference for new items / High investment awareness in appearance.

【Information & Communications】Optimizing telework with data and technology. IT workers who invest a balance in hobbies and asset management.

Values & Lifestyle: Telework is established ("5+ days/week" 22.1%・+16.8pt vs. overall) / Habitually self-manage using household account books, etc.

How they spend holidays: Participate in events across genres (games, music festivals, anime, etc.) / Actively participate in a wide range of leisure activities (sports viewing, travel, etc.).

Spending Habits: Extremely high interest in investment and asset management, highest ownership of securities accounts (49.3%・+19.1pt vs. overall).

Hobbies & Interests/Media: Extremely high interest in IT and technology / Light involvement in "Oshi-katsu" centered on social media.

Fashion: Prefer in-store shopping over online shopping / Men prioritize practicality, women have high interest in makeup and fashion.

Detailed Results of This Survey

Detailed results of this survey can be viewed below.

"Industry Persona" Analysis Report

The Appeal of Viewing Society Through Facts? The Significance of Macromill Delivering Data to the World [Analyst x PR Dialogue]

Behind-the-scenes stories of this project, including the thoughts of the PR staff who planned the survey and the data analysts who were in charge of analysis and tabulation, have been published in the internal company newsletter "Milcom."

https://note.com/macromill/n/nc770852700df

Macromill will continue to deeply analyze the diverse data obtained from its consumer panel and disseminate valuable information to society and companies, thereby contributing to better decision-making and the advancement of marketing activities.

End

Survey Overview & Analysis Specifications

*Tabulation based on the "Industry of Employment" classification in bdb registration attributes.

*Figures in this text are rounded to the first decimal place.

Data Source

Brand Data Bank, 42nd Term Survey

Survey Method

Internet Survey (Macromill Research Panel)

Survey Period

January 16, 2026 (Fri) - February 3, 2026 (Tue)

Target Respondents

Men and women aged 15-69 nationwide.

Survey Title

"Survey on Living" (Seikatsu ni kansuruアンケート)

Total Sample Size

30,450

About Macromill, Inc.

Macromill, Inc., with its vision of "Build your Data Culture," aims to be the driving force for building a Data Culture that brings success to its customers' businesses, leveraging the data-native thinking cultivated since its founding. With a panel network boasting top-class scale and quality, reaching 130 million people in over 90 countries and regions worldwide and 36 million in Japan, the company derives deep consumer insights from diverse data, including research, and provides optimal solutions for marketing challenges.

【Macromill, Inc. Company Overview】

Representative: Toru Sasaki, Representative Director, President & CEO

Headquarters: Shinagawa East One Tower 11F, 2-16-1 Konan, Minato-ku, Tokyo

Established: January 31, 2000

Business Activities: Provision of marketing research and digital marketing solutions

URL: https://www.macromill.com

*Request for Citation/Reprint

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