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V. Purchase Behavior
1. Living Expenditures by Item
As for living expenditures by item of all households, compared to the previous survey of 1999, mobile telephone charges including voice and e-mail transmission fees exhibited the largest increase of 246.5% on a nominal basis. This was followed by health fortification including nutrition supplement drinks and green vegetable juice (77.9%), non-saving type premiums (50.2%), obligation fees related to housing changes including common service charges in apartment buildings (49.5%) and yearly & monthly rent, for park (28.2%).
On the other hand, living expenditure items showing marked decrease were led by salted and dried marine products (-53.1%), followed by telephone charges (-36.5%), beer (-26.1%), fresh milk (-23.1%), and pocket money for members other members other than the household head (-21.3%). (Table V-1)
Table V-1: Rate of Increase/Decrease in Nominal Expenditures by Item (Compared to the Previous Survey of 1999) (All Households)
(ii) Telephone Charges
An analysis of average monthly expenditures on telephone charges shows that 7,394 yen was spent on mobile telephone and 4,166 yen on telephone, indicating mobile telephone charge payment exceeding that on telephone.
Expenditures on mobile telephone charges was largest at 11,777 yen in the households headed by those under 30, followed by the households headed by those in their 40s at 10,900 yen and those in their 50s at 9,597 yen. On the other hand, it was smallest at 1,906 yen in the households headed by those at age 70 and over. Moreover, telephone charge expenditures was largest at 4,562 yen in the households headed by those in their 50s, followed by the households headed by those in their 60s at 4,352 yen and the households headed by those in their 40s at 4,232 yen. It was smallest at 2,830 yen in the households headed by those under 30.
A comparison of expenditures on mobile telephone charges and telephone charges indicates that the former exceeded the latter in all age groups under 60 years old.
When compared with the 1999 survey, expenditures on mobile telephone charges increased in all age groups while that on telephone charges decreased in all age groups. Moreover, the total expenditures on telephone charges combining mobile and telephone charges increased in all age groups. (Figure V-1)
Figure V-1: Telephone Charge Expenditures by Age Group of Household Heads (All Households)
(iii) Health Fortification
Average monthly expenditures on health fortification was 1,190 yen. Health fortification expenditures was smallest at 276 yen in the households headed by those under 30 and largest at 1,739 yen in the households headed by those at age 70 and over, showing that it increased as the age group of the household heads advanced. A comparison with the 1999 survey reveals that health fortification expenditure grew in all age groups and the increase rate was highest in the households headed by those under 30 (100.0%) and lowest in the households headed by those at age 70 and over (50.3%). (Figure V-2)
Figure V-2: Health Fortification Expenditures by Age Group of Household Heads (All Households)