Analyzing Search Engines by Frequency of Use
January 2009
In this survey, we asked the respondents to rank three types of media, the Internet, television and newspapers, in descending order of frequency and dependability. The result revealed the Internet is most frequently used and newspapers are most trusted. We divided the respondents into three groups based on how they ranked the Internet, first, second or third, in terms of frequency, to study the relations between the ranking and answers to other questions.
Among “work,” “daily life,” “study” and “hobby,” the most frequently-searched information online was about “hobby” for those who ranked the Internet first and second, and “daily life” for those who ranked the Internet third. Whether the Internet is used only for practical purposes or not seems to be creating the difference.
As to a question on what information source(s) such as television, newspapers and magazines they use to double-check the news they acquired online, television was most frequently used, followed by newspapers, in all three groups. A major gap between television and newspapers in terms of double-checking original information was observed between those who ranked television first and those who ranked it second, but there was not much difference between the two media among those who ranked television third. The results imply that even people who often use the Internet depend on other information sources than the Internet and that they collect detailed information on TV and, in some cases, they read commentaries including the background of events thoroughly in the paper.
Average TV viewing hours are 1.9 hours, 2.9 hours and 2.7 hours for those who ranked television first, second and third, respectively. TV viewing time of those who ranked television second and third were almost the same, but that of those who ranked television first was one hour shorter.
People have limited time to spare. If one spends one’s time using the Internet, it is just natural it affects one’s TV viewing time. It will be necessary for television to make those heavy Internet users rediscover the value of television by producing innovative content which only television can make so that television can keep showing its presence.