The most common time that mothers have more than 30 minutes of free time is "after the children go to bed," which averages 42 minutes!
- The following is content from the press release -
(Head office: Chiba City, Chiba Prefecture; President and CEO: Kotaro Sawada), operator of the fashion e-commerce site ZOZOTOWN (https://zozo.jp/), conducted a survey of 1,000 mothers with children aged 0 to 12 on their attitudes toward shopping for fashion items for mothers and children. (Headquarters: Chiba, Japan; President and CEO: Hirotaro Sawada) conducted a survey of 1,000 mothers with children ages 0-12.
The survey results showed that mothers purchase items for their children more frequently than for themselves. In addition, the most common activity on online shopping and social networking services was "looking for products for children," indicating that mothers tend to prioritize shopping for their children over themselves. Furthermore, the most common free time of 30 minutes or more in a day was "after the children go to bed," with an average time of 42 minutes. ZOZOTOWN therefore proposes "a little ZOZO at night" to accommodate the lifestyles of these mothers and help them enjoy fashion comfortably.
Summary of Survey Results
- Mothers tend to purchase fashion items more frequently for their children than for themselves
- The number one free time of 30 minutes or more in a day is "after the children go to bed (58.9%)" for an average of 42 minutes
- The No. 1 thing they do online shopping and on social networking sites: "Searching for products for children (56.9%)
- Inconvenience or difficulty in shopping at physical stores No. 1: "It's hard to concentrate when shopping with children (51.3%)
- The top three inconveniences of fashion shopping sites are "Trouble choosing sizes," "Not being able to try on clothes," and "Images sometimes differ between the actual product and the photo.
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Respondents ：Women in Japan aged 20-44 living with children aged 0-12
Number of respondents : 1,000
Survey Date : March 12, 2025
Research organization : Neo Marketing Co.
Results of "Attitude Survey on Shopping for Fashion Items for Mothers and Children
Q1. How often do you purchase fashion items most closely related to the fashion items you buy?
Fashion includes clothing, shoes, bags, accessories, etc.
Mothers tend to purchase fashion items more frequently for their children than for themselves
About 70% of mothers purchase fashion items for their children at least once every two to three months, while only about half of mothers purchase their own items at the same frequency. This indicates that mothers tend to prioritize purchasing their children's items over their own items.
Q2. In the following scenarios, how much free time do you have in a day (time you can use for what you like to do)?
The number one free time of 30 minutes or more in a day is "after the children go to bed.
The most common response was "after the children go to bed" (58.9%). The average amount of free time was 42 minutes, indicating that it is during the evening hours after the children go to bed that people can calm down and have a certain amount of free time to themselves.
Q3. Please tell us everything you do in your free time (time you can use for what you like to do) in a day.
The top 3 things they do in their free time during the day are "watching videos, dramas, and movies," "SNS," and "online shopping.
Watching videos, dramas, and movies (56.2%) came in first, followed by social networking (55.1%) and online shopping (with or without purchases) (47.7%).
Q4. Please tell us all the things you do in your free time (time you can use for what you like to do) in a day, such as online shopping, social networking, etc.
The most common response was "looking for products for children," a high priority trend related to children
The most common answer was "looking for products for children (56.9%)," followed by "checking news and topics (53.5%)," "checking information on hobbies and favorite activities (51.9%)," and "looking up information on childcare/childrearing (44.3%). It is clear that even in their busy lives, respondents still give high priority to things related to their children.
Q5. Please tell us all the inconveniences and problems you have when purchasing fashion items offline (physical stores).
Majority of respondents said they could not concentrate on shopping with children.
The most common response was "I can't concentrate when shopping with my child (51.3%)," indicating that the majority of mothers felt inconvenienced by the idea of shopping outside with their children. This was followed by "It is a hassle to look around various stores (28.9%)" and "I don't have enough time to go to the store (23.0%). These results suggest that mothers want to compare and choose from a variety of stores when shopping for fashion items, but they are too busy to find the time to go to the stores in the first place.
Q6. Please tell us all the inconveniences you have experienced with fashion shopping sites.
Inconvenience of fashion shopping sites: No. 1 "Trouble choosing sizes," No. 2 "Not being able to try on clothes," and No. 3 "Image sometimes differs between the actual item and the photograph.
When asked about the inconveniences of shopping for both children and themselves on fashion shopping sites, the top three responses for both were "difficulty in choosing sizes," "not being able to try on clothes," and "images sometimes differ between the actual item and the photo.
ZOZOTOWN "A little ZOZO at night".
We have a variety of popular items recommended for busy moms' limited free time at night, seasonal recommendations, and items perfect for the beginning of the school year.
Special page:https://zozo.jp/search/?sex=kids&p_gtagid=1932522
ZOZOTOWN Kids:https://zozo.jp/event/childraising-kidsclothes/
reference data
The key to solving the inconvenience of shopping for busy moms with "ZOZOTOWN" Kids.
The results of the survey revealed that mothers find it inconvenient to shop for fashion items at both brick-and-mortar stores and fashion shopping sites. ZOZOTOWN offers a full range of convenient functions that allow you to comfortably shop for both children's items and your own items.
(1) Support for size selection
You can easily measure your child's foot size at home, ".ZOZOMAT for Kids"
- Supporting shoe selection for fast-growing children by eliminating size selection anxiety felt when purchasing online.
- Recommended size in 1 minute and suggested sizes based on growth projections.
Narrow down the search by fine size
- Size can be filtered by item from "~70" to "150" sizes
- ZOZOTOWN's unique measurement method reduces anxiety caused by differences in size descriptions between brands.
(2) Support for item selection
A wide variety of brands and a diverse lineup
- ZOZOTOWN's kids tab currently offers a wide variety of kids' items for babies to juniors from about 400 brands
- Not only apparel items, but also backpacks, lunch boxes, and other goods necessary to prepare for the entrance to kindergarten and school.
Efficient comparison and search
- Easy comparison of similar items from multiple brands by narrowing down the search by categories unique to kids
- Narrow down your search by material and functionality.
Seasonal features and projects
- Special features are implemented according to seasonal trends and kids' events, making it easy to find the items and coordinates you are looking for.
Recommended items for weather conditions.
- Simply select the location and date, and we will suggest recommended items and coordinates suitable for the weather and temperature of your destination.
Full line of skin care items for children
- A mall specializing in cosmetics ".ZOZOCOSMESunscreen and body care items for children can be purchased in bulk at the "Sunscreen and body care items for children" section.
(iii) Support for physical store purchases
Stock check and stock placement at actual stores of the brand
- Check ZOZOTOWN for stock at a store near your home, and place an order for eligible items at the store.
- Solving the problem of busy mothers not being able to take their time to shop with their children and facilitating shopping at physical stores.
4) Save and give away kids' items that will soon run out of size.
Regular sales and discount coupons
Same-day delivery items for urgent needs
■ "Theprice-per-replacement ratioYou can also get a great deal on out-of-size children's clothing that you have purchased on ZOZOTOWN in the past without throwing it away.
