July 2012
From the Public Opinion Survey on Information and Media Use
Akihiro Hirata / Kumiko Nishi / Chie Sekine
This report presents the findings from the “Public Opinion Survey on Information and Media Use” which was conducted in autumn, 2011.
Respondents were surveyed on their media use for pre-defined five different types of information. The result shows that television is frequently used as an initial media tool they access to know what is going on, regardless of the type of information. It is also revealed that when the respondents want to know more detailed information, they use different media for different types of information although initial media have a certain impact.
The respondents were also asked to rate each medium; it confirmed that portal sites are highly appreciated not only by the youths but also by those in their 50s for “getting necessary information quickly,” which shows a strong presence of portal sites as an information tool.
The authors also analyzed the media use in relation to the Internet use, and the result shows that that “daily Internet users,” who uses the Internet almost every day, use television as well as the Internet for acquiring more detailed information. “Daily Internet users” who can access both to television and the Internet utilize these two media differently, depending on the type of information and the information-acquiring stage, and have a certain appreciation for television, too.