TV as the Most “Relaxing” Medium

From the Time Use Survey on Television and Moods

April 2009

The Survey on Television and Moods was our first attempt to analyze TV viewing behaviors and moods simultaneously. The time-budget study methodology was used to examine the direct relationships between them. This article focuses on moods and conditions of TV viewers as well as how the moods differ depending on time of a day, age and gender.

Six types of moods that were assumed to be related to TV viewing, such as “busy,” “relaxed,” “happy,” and “concentrated” were presented in the questionnaire. Nearly 90% of the respondents view TV everyday, indicating watching TV is a daily activity for the most Japanese. As to a question on how they feel while watching TV, most cited answer was “relaxed.” “Relaxed” mood prevails for almost half of their TV viewing hours, more specifically 1 hour and 36 minutes on Monday and 2 hours and 9 minutes on Sunday, followed by “busy” (21 minutes on Monday and 14 minutes on Sunday) and “happy” (19 minutes on Monday and 26 minutes on Sunday). By age and gender, “busy” was cited more among women in their 30s to 50s and “happy” more among women in their 40s and 50s than other groups. Broadly speaking, men tend to feel “relaxed” when watching TV while women feels many different ways. In a day, feeling “busy” peaks in the morning, especially on Monday, and feeling “relaxed” peaks in the evening, but most “relaxing” TV viewing hours in the evening differs depending on age and gender.

Meanwhile, as to videos, DVDs, magazines, comic books, books, and the Internet, there were more people who feel “happy” and “concentrated” than those who feel “relaxed.” These media are used in a variety of moods, revealing TV is more integrated into their everyday lives and more relaxing than other media.

Other questions included how they feel while doing the housework on Sunday. The result was the majority of women feel “busy” while many men feel “relaxed” or “happy,” elucidating a gender gap regarding certain activities. The report also examines differences in time-use structures and moods between men and women.

The NHK Monthly Report on Broadcast Research