Currently in Japan, about 70% of people have television and use internet devices.
People who view television (real time) almost every day account for about 80%. While the majority of the respondents use YouTube “about three or four days a week” or less, about 70% of young males (aged 16 through 29) use the service almost every day.
For viewing news, many of those aged 30 and older use television and newspapers. Many young people use television and LINE. YouTube is also used by many young males, and Twitter by young females. For watching entertainment content, traditional media are used by many middle-aged and elderly people, and YouTube is used by most of young people.
People overwhelmingly appreciate television when it comes to “for knowing what's happening in the world.” In terms of “for comfort and relaxation,” different types of media are rated high by different respondents, with young men rating YouTube high, and young women social media.
As for behavior and attitudes when watching television or internet videos, for television, women tend to “view the content while doing something else” and “share their opinions about the content with others” more than men do while no gender difference is found for internet video viewing. Many people “make time for viewing” or “pay attention to time and days of week in order to view certain content” for television viewing, but about 30% of young people do the same for viewing internet video. Among middle-aged and elderly people, “looking forward to watching” or “repeating watching” particular content is almost limited to TV programs while half of young people says they “do the same” for internet videos.
Young people use diverse media differently for what to view. Many people use television (real time) for “weather forecast” and “politics, economy, society” (real time), YouTube for “music” and “game/game play,” and both television (real time) and YouTube for “celebrities/idols.”
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