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Survey Reveals the Communication Gap of NISA for Seniors
- Recognition is UP, But Measures to Deepen the Understanding Needs Improvement -

January 15, 2014

Toppan Forms Co.,Ltd.
Seniorcom Co.,Ltd.

Information Management Solution Provider Toppan Forms Co., Ltd. (Toppan Forms hereunder) and Seniorcom Co., Ltd (Seniorcom hereunder), a company that specialize in senior marketing, conducted a joint survey of seniors in the age between 50s and 70s regarding NISA (Nippon Individual Saving Account). The survey reveals that NISA’s recognition has been progressing favorably prior to its start in January 2014, leading seniors to request information materials and opening accounts at a high level. However, behind this positive trend, it has also revealed that basic concept and caution were not sufficiently understood.

Summary of the Survey

  • 1. While, the recognition of NISA exceeded 80%, the level of understanding of items such as features, basic concept, and caution remained at around 50 to 70% .
  • 2. For Recognition, television and newspaper were effective. To deepen the understanding, direct mail and internet were effective.
    While television and newspaper broadened the recognition by nearly 50%, when it came to understanding the program, they dropped to 30% level. Direct mail and internet, on the other hand, did not show a significant decline, sustaining the level of 20%, which indicated that these tools were appropriate for shifting people from recognition to understanding.
  • 3. Nearly 30% requested information materials and 20% opened an account. However, there were some cases where people took actions with discomfort and lack of understanding.
    Survey's open-ended questions revealed the following cases; "I do not know how to make the initial application such as residence registry and application document". " I do not understand how the system works such as investment amount, investment products, and tax implications". These answers revealed that people had doubt and discomfort due to lack of communication. Another case cited is as below; "I requested information material and opened the account without sufficient understandings."

The gap between the methods to "convey" by financial institutions who is the sender of the information and the ability to "comprehend" by seniors who is the receiver of the information is an issue for communicating NISA. In order to increase customers to open a NISA account, promoting appropriate communication and resolving doubt and discomfort are essential.

Toppan Forms and Seniorcom will continue to conduct research of methods focused on how communication should be made between the financial institutions and seniors, and provide solutions that fill the gap between "convey" and "comprehend".

Survey Overview

  • Objective
    Two companies have been jointly conducting multiple surveys on seniors. This time, they decided to focus on the new financial system called NISA that started in January 2014. The objective is to understand their behavior and awareness to communication methods that lead to account openings.
  • Method
    Web Survey
  • Target
    Individuals aged between 50 and 79 (Seniorcom Members)
  • Valid Respondents
    713People(Male 509, Female 204)
  • Survey Period
    December 6 through 9, 2013

(For details on the survey, please refer to the separate material)

  • << Request on quoting and reprints >>
    Please kindly be requested to include credits when this news release is quoted or reprinted
    I.e. "According to the joint survey conduct by Toppan Forms and Seniorcom …"

Survey Result

  • 1. While NISA's recognition reached above 80%, the level of understanding for an individual item such as caution remained at 50 to 70%.

The survey firstly explained the overview of NISA and asked if the respondents recongized what NISA was.
A majority of seniors in their 50s and 70s surveyed - 85% to 88% - already knew what NISA was.
Their response was consistent throughout all age groups surveyed between 50s and 70s.

The survey then explained the individual items such as basic concept and caution and asked questions to verify if those surveyed understood them.
The result was as follows;

The result for overall seniors, who is the receiver of information, reveals a high recognition rate of 80%, but their understanding on the individual item level remained around 50% to 70%. Especially, critical information such as "Period of account" and "Financial products that can be purchased" that needs to be notified in advance, were not understood by them.

  • 2. For the recognition, "Television and Newspaper", and for the shift from recognition to understanding, "Direct Mail and Internet" are respectively effective methods.

Up to this point, we touched on NISA's recognition and understanding. In this section, we surveyed how information is communicated through various media and methods by asking questions in following manners;


While mass media such as television and newspaper broadened the recognition, when it came to understanding its features, it dropped to 30% level. Direct mail and internet, on the other hand, did not show a significant decline, sustaining the level of 20%, which imply that they were well balanced tools to shift people from recognition over to understanding.

While mass media were successful in heightening the recognition of NISA among the seniors, better ways to understand NISA still needed to be addressed in order for them to use the program when it is launched. In addition to informing the public in a massive scale, an approach to convey detailed information to an individual was also essential. Direct mail and internet are seen as effective media and methods for improving the overall understanding of NISA.

  • 3. Nearly 30% requested information materials and 20% opened an account. However, there were some cases where people took actions with discomfort and lack of understanding.

In the latter half of the survey, we asked if seniors requested information material and opened an account.


Nearly 30% requested information materials and 20% opened an account showing high response level in December 2013 before the launch of NISA. Furthermore, the response level trended higher for both information material request and account opening as the age increased.
At the last portion of the survey, we asked an open-ended question on doubt and discomfort when requesting information material and opening an account. When we looked at the comments in detail, they revealed doubt and discomfort due to insufficient communication as below. "I do not know how to make the initial application such as residence registry and application document". " I do not understand the how the system works such as investment amount, investment products, and tax implications" .
Another case cited blow shows people taking action without any understanding. "I requested information material and opened the account without sufficient understandings"


  • ・ In reviewing the survey, recognition, information material request, and account opening were at a high level. Even before its launch in January 2014, recognition of NISA was progressing smoothly.
  • ・ However behind the positive response, it revealed that there were lack of understanding on NISA features, basic concept, and caution.
  • ・ Furthermore, within those who requested information material and opened an account, doubt and discomfort were felt by some, and there were a case where people took action without understanding the contents.
Public Relations Department
General Affairs Division
TOPPAN FORMS CO., LTD.
1-7-3 Higashi Shimbashi, Minato-ku, Tokyo 105-8311, JAPAN
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