October 2014
From the June 2014 Nationwide Diary-Method Survey on Cross-Platform Reach
Noriko Kimura / Chie Sekine / Masashi Funakoshi
This article reports the results of “The Nationwide Diary-Method Survey on Cross-Platform Reach” conducted in June 2014. The purpose of this survey series is to periodically assess viewers’/users’ contact with various types of contents and services provided by broadcasters, including TV and radio broadcasts, data broadcasts, recorded videos, websites, online videos, and SNS, as well as to obtain basic data for the examination of media usage and content developments. The first survey was implemented in June 2013, and this is the third survey, in which longitudinal analyses based on the comparison with the data from the June 2013 survey was added for the first time in this survey series.
Types of reach to contents and services provided by broadcasters are classified into three categories: “real-time reach” (contact with TV and radio programs), “time-shifted reach” (contact with TV and radio programs), and “Internet reach” (contact with digital contents provided by broadcasters). In this latest survey, real-time reach marked very high with 93.2%, while time-shifted reach marked 50.9%, and Internet reach 20.9%, which shows there is no change from the previous year in the fact that real-time contact is the mainstream of people’s contact with broadcasting programs. On the other hand, time-shifted reach and reach to data broadcasts and to Internet contents have increased among middle-aged and elderly people. Besides, analyses of contact patterns combining the three types of reach show signs of shift from “real-time only” to “real-time plus time-shifted” or “real-time plus Internet,” especially among elderly people. Furthermore, those who watch recorded programs “almost every day” and those who use SNS have increased, which suggests the changes in reach and contact patters are underpinned by these people.