July 2011
From the 2011 Japanese and Media Survey
Takeshi Ishibashi
The Japanese and Media Survey has been conducted since 2006, with an aim to explore the relationship between the Japanese and media amid the drastically changing media environment. The 2011 survey was held in January. The author overviews how digital media are disseminated as of six months before the full digitalization of terrestrial TV broadcasting. The author analyzes video viewing trends per genre and choice of media for acquiring information, as well as attitudes towards media by group, centering on introduction of digital devices and concept of their sage.
84% of the respondents own devices that can receive digital terrestrial broadcasting, a 20 point increase from last year’s 64%. The average number of television sets they own is 1.8, up from 1.4 in 2010.
As to satellite broadcasting, 46% of the respondents can view BS digital broadcasts, a 6 point increase while 6% can view BS analogue broadcast, a 6 point decrease, which means there is no change from last year in the ratio of those who can view BS broadcasting as a whole. Those who watch specialty channels including CS and cable TV account for 20%.
Questions regarding the Internet show that 64% own computers at home, 7% own smart phones and 2% owns tablet PCs. As to the mobile phone usage, “I don’t use” (16%), “telephone calls” (83%), and “mails” (69%) marked almost the same level as last year. Meanwhile, “camera” (49%), “Internet” (32%), and “one seg” (15%) are used by more people than last year.
The type of media used for video viewing was also surveyed, which shows terrestrial television is used by overwhelmingly large number of respondents in every genre of content. As to information gathering, more than 70% use only up to two types of media for most types of information; terrestrial television and newspapers are used for acquiring almost all types of information, and the usage of the other media seems to be limited to acquiring specific information.
In the analysis of introduction and usage of each medium, respondents were divided into nine types, the result of which shows there are differences between age groups. Separate progresses are found in the introduction of TV-related media devices and that of Internet-related devices, respectively.