Figure 4-1-1-8 Changes in service usage frequency after a smartphone purchase (videos, music, games)

Note: Samples sizes were N = 535 in Japan, N = 696 in the United States, N = 800 in the United Kingdom, N = 716 in France, N = 887 in South Korea, and N = 931 in Singapore (Source) "Study Report on the Social Impacts of ICT Advancement," MIC (2014)

Figure 4-1-1-9 Changes in service usage frequency after a smartphone purchase (Net shopping and auctions)

Note: Samples sizes were N = 535 in Japan, N = 696 in the United States, N = 800 in the United Kingdom, N = 716 in France, N = 887 in South Korea, and N = 931 in Singapore

(Source) "Study Report on the Social Impacts of ICT Advancement," MIC (2014)

a number of categories online or in real “bricks-and-mortar” stores. In comparison to the other product categories, a large percentage of users said they purchase, “books” and “CDs, DVDs, Blu-Ray discs” online in the five countries except Singapore. It is thought that these goods are more likely to be purchased online because they have been sold online since the advent of e-commerce sites.

On the other hand, users on the whole tended to purchase mobiles phones—which require contracts to be signed, large consumer electronics products and furniture, PCs, food—where freshness is important, and generally low-priced miscellaneous goods and daily necessities in real stores. The reason why in-store purchases are favored for large consumer electronics products, furniture, and PCs is thought to be delivery charges and the availability of installation and setup services.

Singapore presents an interesting case, as less than 10 percent of Singaporean users make Net purchases in almost every product category. The low level of using the Internet for purchasing goods in Singapore contrasts sharply with South Korea, another Asian nation with a high smartphone ownership rate, where online shopping is very dynamic (Figure 4-1-1-10).

### 2. Changes in desired work styles and the participation of women

## (1) Japan's labor force issues

### a. The labor force versus the non-labor force in Japan

People aged 65 and older accounted for 23.0 percent of Japan’s total population in 2010, but this percentage is forecast to be 39.4 percent in 2060. Japan’s continuing low birthrate and aging population is creating challenges that no country in the world has ever experienced before. In addition, the working-age population—i.e., people between the ages of 15 and 64—fell to 79.01 million in October 2013, the first time in 32 years the working-age population was less than 80 million. In December 2013, this population had declined to 78.83 million. Projections call for our working-age population to plunge to just 44.18 million people by 2060.

### b. The M curve

The M-curve problem, which highlights the decline in the labor force participation rate among women in their 20s and 30s, has also been pointed out. This phenomenon is caused by women leaving the work force to get married, have children, and raise children. The M curve refers to the shape of the curve describing women's labor force participation rate versus age that has a depression for women in their 20s and 30s (Figure 4-1-2-1).

### c. Participation of men and work-life balance

Along with the rise in dual-income families in Japan, members of the baby-boom generation have entered their 70s and are increasingly likely to need some level of caregiving, which is expected to result in more and more workers who are in the prime of their lives, and shouldering a disproportionate share of work responsibilities, having also to confront the prospect of giving care to seniors. A survey found that more than 70 per-