Figures represent the share of respondents who fully or mainly agreed to the following statement:
"Rather than buying and owning something, I want to use rental and subscription services as much as possible."Â Â
Sample size of age groups: 20 to 29 years: n=283 30 to 39 years: n=378 40 to 49 years: n=533 50 to 59 years: n=514 60 to 69 years: n=616 70 to 74 years: n=226
Citation formats
Preference for borrowing over owning Japan 2023, by age
Young consumer groups were more responsive to rental and sharing services in Japan, as revealed in a survey conducted in *. Almost one in four respondents in their twenties stated that they tried to use rental and subscription services as much as possible instead of buying and owning an item. The share of people agreeing with the statement declined with higher age groups, with a higher preference for owning over temporary possession implied among senior consumers.
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NLI Research Institute. (March 7, 2024). Share of consumers preferring to borrow and rent instead of buying and owning as of August 2023, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/
NLI Research Institute. "Share of consumers preferring to borrow and rent instead of buying and owning as of August 2023, by age group." Chart. March 7, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/
NLI Research Institute. (2024). Share of consumers preferring to borrow and rent instead of buying and owning as of August 2023, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/
NLI Research Institute. "Share of Consumers Preferring to Borrow and Rent Instead of Buying and Owning as of August 2023, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 7 Mar 2024, /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/
NLI Research Institute, Share of consumers preferring to borrow and rent instead of buying and owning as of August 2023, by age group ÌÇÐÄÆƽâ°æ, /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/ (last visited July 25, 2026)
Share of consumers preferring to borrow and rent instead of buying and owning as of August 2023, by age group [Graph], NLI Research Institute, March 7, 2024. [Online]. Available: /statistics/1497021/japan-consumers-preferring-borrowing-over-owning-by-age/
