Global Focus on Knowledge
Lecture Series
2010
The University of Tokyo
Interfaculty Initiative in Information Studies
Graduate School of Interdisciplinary Information Studies

Yoshiaki Hashimoto2010.6.17/6.24(Notice: This material is a translation of the original material in Japanese by agency–translation errors may still exist)

Professor Yoshiaki Hashimoto’s Profile(Socio-information and Communicaiton Studies Course
at the Interfaculty Initiative in Information Studies)

Academic Specialties:• Communications Theory• Information Behavior Theory• Social Psychology• Sociolinguistics

Content of Principal Research• (1) Communications Understanding Process/Content Analysis
Theoretical research which, while incorporating research results from the fields ofpragmatics, sociolinguistics, cognitive psychology, etc., considers themethodologies for analyzing the mechanisms for the transmission/understandingof verbal and non-verbal signs and messages.
[Publications](Unofficial English titles)“Faulty Communication: Irony, Metaphor and Implicature”, Keiso Shobo“Introduction to Communications Theory”(editor), Taishukan Shoten“Techniques of Message Analysis” (joint translation, Keiso Shobo• (2) Analysis of the Relationship between Changes in the Information
Environment and Cognitive Capacities
Conducted analysis from both theoretical and empirical standpoints on howchanges in an information environment influence communications-related
cognition capabilities, such as language development, as well as language
behavior, etc. For example, consideration of what impact the new visual media
have on the development of nursing children, and how changes in the information
environment are affecting the character formation of the younger generation.
“Visual Media and the Brain—A Physiological Approach to Television Images and the Cerebrum” in Mass
Communications Research, No. 46

Content of Principal Research (2)• (3) Social Psychology Analysis of Information Behavior
Empirical analysis of how “information behavior” in the form of media use
behavior, interview communications behavior, etc. actually changes in line withchanges to the information environment and what are the social psychologicalfactors related to those changes.
“Media Communications Theory”(joint editor), Hokuju Shuppan“Information Behavior and Social Psychology”(editor), Hokuju Shuppan“Media Communications Studies”(editor), Taishukan Shoten“Birth of the Neo Digital Native”(Yoshiaki Hashimoto + Dentsu), Diamond Inc.

• (4) Comparisons of Intercultural Communications concerning Differencesin Strategies for Pragmatics, etc.
Cites knowledge from communications research concerning conditions ofintercultural interchange in attempts to apply empirical studies to practical issues.
Video “A Near but Far Country –Current Communications between Japanese and South Korean Youth”(project commissioned by the Foreign Ministry)
Video “Widening Connecting The World of Children – A New Age for Japan-South Korea Interchange”(project commissioned by the Foreign Ministry)

“Information Social Psychology” in a Nutshell
Communication Dynamics

Society/Lifestyles

Information
Media

Psychology

“Net Users’ Psychology and Behavior”
Global Focus on Knowledge Lecture Series
Instructor: Yoshiaki Hashimoto(1)6/17 The Internet and the Cannibalism of
the Media(2)6/24 Changing Media Environment and
Mentality of Japanese Youth（6/17）Internet and the Cannibalism of theMedia―Verifying with data changes in the information
behavior of the Japanese-Is the Internet encroaching on TV?

Overview of Base Survey○“Japanese Information Behavior 2009”
Joint research by Yoshiaki Hashimoto and Dentsu•

Diary-type survey + Questionnaire survey
Survey Locations Nation ide (157 locations)
Survey Target Population Males/Females ages 13~69 N=1, 490
Two-stage stratified random sampling based on the Basic Resident Registration Card
Home visits by research staff to collect questionnaires
Survey Period June 2009
Diary-type ~ at home (7 items), lifestyle behavior (8 items),
Information behavior (29 items) entered into 15 minute cells (in any case where there is lessthat10 minutes, a check mark is placed next to it and it is counted as 5 minutes)

29 Information Behavior Categories
Average
Value [min.]
平均値(分）

Television

Watching TV broadcasts
テレビ放送を見る
テ
Watching prerecorded TV programs
録画したテレビ番組を見る
レ
Watching DVD software, rental DVDs, etc.
DVDソフト・レンタルDVDなどを見る
ビ
テレビゲームをする
Playing TV games
メールを読む・書く
Reading/writing e-mail携
サイトを見る
Looking at websites
帯
サイトに書き込む
Inputting into websites
も 電Telephoning
通話をする
含
話
む
Watching TV broadcasts
テレビ放送を見る
P
Watching prerecorded TV programs
録画したテレビ番組を見る
H
ゲームをする
Playing gamesS
インターネット経由の動画を見る
Watching videos sent over the Internet
メールを読む・書く
Reading/writing e-mails
サイトを見る
Looking at websites
Inputting into websites
サイトに書き込む
Using chart functions and messenger
チャット機能やメッセンジャーを使う
パ
Working (creating
documents with Word, etc., making calculations with Excel,
ソ作業をする（Wordなどでの文書作成、Excelなどでの計算） etc.)
Watching TV broadcasts
コ
テレビ放送を見る
Watching prerecorded TV broadcasts
ン
録画したテレビ番組を見る
Watching videos sent over the Internet
インターネット経由の動画を見る
Watching DVD software, rental DVDs, etc.
DVDソフト・レンタルDVDなどを見る
ゲームをする
Playing games
Reading newspapers
新聞を読む
印
Reading manga
マンガを読む刷
Reading magazines (excluding manga)
雑誌（マンガを除く）を読む
物
書籍（マンガ・雑誌を除く）を読む
Reading books, etc. (excluding manga & magazines)
Listening to the radio
ラジオを聴く機他 そPlaying games on cell phone-type game devices
Other Devices
携帯型ゲーム機でゲームをする
器ののTalking on fixed-line telephone
固定電話で通話する（
Cell phones[including）PHS]

PCs

PrintedMaterial

187.8
9.8
3.3
3.1
18.2
7.2
1.4
8.4
2.1
0.5
1.2
0.4
15.8
15.4
1.1
1.9
42.7
1.9
0.6
2.7
0.2
3.3
22.3
1.9
3.4
8.9
30.0
2.4
7.9

Diary-type Questionnaire Form(Example of Results) Trends for TV Viewing Behavior by Time Period
Fixed TV real-time viewing (left axis)
固定テレビリアルタイム視聴（左軸）Viewing while using a cell phone (right axis)
視聴者中の携帯電話とのながら（右軸）

視聴者中のパソコンとのながら（右軸）Viewing while using a PC (right axis)

10%

20%

5%

10%

0%

0%

Daily peak at 9:00 p.m. (21:00)

4:30

30%

3:00

15%

1:30

40%

0:00

20%

22:30

50%

21:00

25%

19:30

60%

18:00

30%

16:30

70%

15:00

35%

13:30

80%

12:00

40%

10:30

90%

9:00

45%

7:30

100%

6:00

50%

Other Surveys○ 2005 Japanese Information Behavior Survey(Hashimoto Research Office)
N=2,029 nationwide survey conducted in March 2005
Target Population = individuals ages 13-69
Concepts, methodology same as for 2009 Survey○ 2008 BPO Survey of Conditions Surrounding TV
Viewing by Youth
Carried out by Hashimoto and others as part of the activities of the Youth Committeeof the Broadcasting Ethics & Program Improvement Organization (BPO).
Carried out in November 2008, N=311
Individuals ages 16-24 living in Tokyo※ The “BPO Survey” mentioned in the latter half of this report refers to this report.

Problem Consciousness○ Are viewers really moving away from TV?
○ If the hours or viewing TV are decreasing is
the main factor “cannibalism” with theInternet.

Methods for Verifying whether “Abandonment of TV?” is a real phenomenon (1)～ Comparisons of TV viewing time by age group

When broken down by age group, the viewing time for the young age group is shorter.
～ So can we conclude, “There is a continuing drift away from TV by the younger generation”?

→No!

TV Viewing Time by Age Group (min.)
2009
300.0
250.0
200.0
150.0
100.0
50.0
0.0
10代
Teens

20代
20s

30代
30s

40代
40s

50代
50s

60代
60s

In Japan almost uniformly the younger generation watches theleast TV →Age group effect

TV Viewing Time by Age Group (min.)
2005
300

TV Viewing Time by Age Group (min.)
2009
300.0

250

250.0

200

200.0

150

150.0

100

100.0

50

50.0

0
10代
Teens

20代
20s

30代
30s

40代
40s

50代
50s

60代
60s

0.0
10代
Teens

20代
20s

30代
30s

40代
40s

50代
50s

60代
60s

“Age Strata Effect” [Generational Effect]- Reflects special characteristics of different age groups
For example, even if we say “Young people today . . .” ifnothing more is involved than our having changed as we havegrown older, and we judge young people of every period toevidence the same tendencies, then this amounts to nothing
more than the “age strata effect.”
Cf. “Era Effect” - Changes due to fashions of the day
Even if we say “Today’s young people have changed,” if all age
groups have been changing in the same direction/inclination,then this merely represents the trends of the times, and does
not mean that today’s young people have specially changed.
eg. Even if we say, “Today’s younger people do not eat rice,” since rice consumption has
been declining in every age group, this can be considered an “era effect.”※After every age group had passed through N years, if the TV viewing time declines,
then that would mean that TV viewing time is continuing to decline because of the“era effect.”

For example, take the statement: “The behavior andconsciousness of young people has changed.” If we have madeadjustments for the effects of getting older and era factors incohort generation analysis for a specific generation, then weneed to verify the uniqueness of this cohort.
For this reason a minimum of two surveys (T1, T2) need to be carriedout during a fixed time period (n years), to see whether groups otherthan younger generation group x have undergone change due to the age
stratum effect (or era effect), in order to clarify whether x alone isexperiencing a special effect.

2000年
2000

2000年
2000

40

2010年

20
10
0

20s
20代

Age年層効果
Strata Effect

30s
30代

50
40

50
40
30
20
10
0

30

Teens
10代

2010
2010年

2000年

2010年
2010

30
20
10
0

Teens
10代

20s
20代

Era Effect
時代効果

30s
30代

Teens
10代

20s
20代

30s
30代

Variation only for new teens
新10代だけ変異Methods for verifying whether actually “Abandoning TV?” (2)～ Observing changes in serial TV viewing time

187.8

190
185
180

180.3

175
170
165
160
155
150

2005年

2009年

The “Survey of Information Behavior among the Japanese” shows an increase of
7.5 minutes over four years→Is the actual situation that TV viewing time is on the increase?

→No!

No Reason to Conclude TV Viewing Is Increasing①Measurement Error +-5 minutes is within the margin of error②Fluctuating Factors during the Survey Period
There were possible factors (e.g. big news, events, weather)that led to increases/decreases in television viewing times
during the days surveyed in 2005 and 2009 (2 days in eachcase).
※Actually during those days in both years there were not
any major events, news, etc.

③Shifts in Average Age
Due to the “stratified random sampling” employed in thesurvey, concerning the actual population proportions,samples reflecting the actual age distribution could beobtained.
2005→2009, increasing aging of population
The survey also showed that amidst the framework of “age13-age 69,” the average age of those being surveyed has
increased (from age 42.8 to age 45.2)

On the other hand, it is a fact that the older the person, the more time
he or she is likely to spend watching TV.
→The average time television is watched by individuals of the same age in theage 13-age 69 target group tends on the average to get longer (with age)

Time (min.) spent watching TV by age
group 2009(reinserted)
300.0
250.0
200.0
150.0
100.0
50.0
0.0

Teens
10代

20s
20代

30s
30代

40s
40代

50s
50代

60s
60代

Well, again let’s look at the question “Is the amount oftime people are watching TV decreasing?”
260
240

2005

220

2009

200
180
160
140
120
100

10代
Teens

20代
20s

30代
30s

40代
40s

50代
50s

60代
60s

全体
Totals

2005

149.6

162.8

147.4

169.4

185.2

253.8

180.3

2009

107.8

148.2

157.5

165.5

207.2

254.9

187.8

For individuals in their 30s and above, despite the trend in a four-year period,
the amount of viewing is about the same number of hours within the same age group.
For the youth group, there is a particularly pronounced decline for the teens (-41.8 min.)→ There is a possibility that this decline in the amount of viewing time among younger
age groups is not due to the year stratum effect or era effect,
but rather to actual conditions.

Problem Consciousness 2
Is the Internet encroaching on TV?

○ Correlation can be seen between the number of hours of TV
viewing and number of hours of Net use.
Correlation between TV and number of hours of Net use with home PCs=―0.04 (Although a significant level has not been reached there is a negative correlation)
250
200

194.1

160.1

150
100
50
0

Little Net use

Much Net use

自宅PCネット利用小
自宅PCネット利用大on home PC
on home PC※ The overall average value for home PC Net use time of less than 16.6 minutes is classified (broken down) above.

～ The more time a person spends using the Net, the shorter time he spends viewing
television.
→ Can we then say that the Net is encroaching on TV viewing?

→No!

“The more time a person spends using the Net, the shorter time
he spends viewing television.” For example, even if thisstatement is true. . .
→This does not necessarily mean that Internet use is having a
direct impact on television viewing.
That is because the demographic characteristics for Internet
users and non-users are quite different (with in general themore closely a person is identified with the class of Internet,
the more he or she tends to be young and have advanced
education, etc.) and these attributes have an impact on theamount of time spent viewing TV.

PC Net Use Time and TV Viewing Time by Age Group
テレビ(左軸←）TV (left axis)

自宅PCネット(右軸→）Home PC Net (right axis)

300.0

30.0

250.0

25.0

200.0

20.0

150.0

15.0

100.0

10.0

50.0

5.0

0.0

0.0

Teens
10代

20s
20代

30s
30代

40s
40代

50s
50代

60s
60代

→ Negative spurious correlation between the “age” factor and media.

Cf. What are spurious correlations?
Take this fictitious situation. Say that we conduct a survey measuring the“degree of baldness” among men, and on the other hand annual income forindividuals till they are in their 50s.
Probably we will find a “high correlation between the amount of baldness andannual incomes”- So can we conclude, “The higher the degree of baldness, the higher the annual
income.” ?

→No!

・ There is a strong correlation between the degree of baldness and age
・ On the other hand, there is also a true correlation between age and annual
income for age strata through the 50s.

→ So to use “age” as an intermediate to create a spurious correlation that directly
links the amount of baldness with annual income is not based on any realcorrelative relationship or cause-and-effect relationship.

For example, various kinds of public opinion polls, polls
measuring support rates for political parties, etc. often show
results reading “the higher the education level, the more A.”
However, in Japan up until now, the closer we get to the present
time, there has been a linear rise in the percentage of students
going on to higher education.
In other words, the younger the age group, on the average thehigher the level of educational attainment.
Consequently, there are many instances in which “academic
attainment and A” represents a spurious correlation because of
the “age” factor.

Likewise concerning the question of “TV viewing andaggressive behavior by youths and crime rates,” in the UnitedStates and elsewhere we can often see survey data which
purports to show that “the more TV a youngster watches, themore likely he or she is to be aggressive or have a high rate ofcrime.” (Therefore TV is evil?)
However, in the United States the tendency is for youngsters
from homes with low annual family income and non-White
homes, for he or she to spend more time watching television.
On the other hand, the trend also is for children from suchhomes to have a worse family environment and for their rates
of aggressiveness and crime to be higher. Consequently, there
is a considerable doubt here concerning the intermediary role
played by the factor of “home environment” in a spurious(pseudo)- -correlation, and a possibility that watching TV itself
is not the reason for such behavior.

Verification of Cannibalism between Internet Use and TV Viewing Time

Verification of Cannibalism
between Internet Use and TV Viewing Time• The survey is conducted over two weekdays, focusing on
individuals who use their home PCs during only one of thosedays, and identifying for those individuals:
a. The day on which the PC/Net was used, andb. The day on which the PC/Net was not used
as compared to the amount of TV viewing time.

→ Since here the analytical parameters are exactly the same,
we can exclude attribute influences.

Patterns of At-home Two-Day PC Use
Type
タイプ

N

%

Used home PC/Net on both weekdays
1自宅PCネット平日両日とも利用

246

16.5

Used home PC/Net only on the first weekday
2自宅PCネット平日初日だけ利用

97

6.5

Used home PC/Net only on the second weekday
3自宅PCネット平日2日目だけ利用

87

5.8

1060

71.1

1490

100.0

Did not use home PC/Net either weekday
4自宅PCネット平日両日とも非利用

For the 184 individuals who fall into classifications (2) or (3),we compared TV viewing time for the day of use versus the day of non-use
TV Viewing Time
テレビ視聴時間NDay
PC Used
PC利用日

145.1

184

Day PC Not Used
PC非利用日135.8

184

If PC/Net use were eating into
TV viewing time . . .
On days when the PCs were used, the TV viewing
time should be shorter, while on days when PCs
were not used, TV viewing times should beshorter, but . . .

[Actual Results]
On days when the PC/Net was used at home, TV
viewing time was actually longer.
Values are for hours of TV viewing
150
145

145.1
135.8

140
135
130
125
120
115
110
105
100

PC利用日
Days
PC Used

PC非利用日DaysPC
Not Used• People tend to allot their time at home to uses ofvarious customary media.
• If we look at the use of media in terms of time for TV
viewing or newspaper reading, PC use, etc. atpresent we do not see the limited personal free time
at home being one-sidedly skewed in any particular
direction, but rather the amounts of time allotted foreach within the at-home free time being variously
lengthened or shortened.
• We cannot conclude that there is no “cannibalism”
relationship.

If the time at home is long, then periods devoted toboth “TV” and “Home PC” lengthen.
自宅でテレビTV at home

自宅でPCネット
PC/Net at home

自宅で携帯ネット
Cell phone/Net at home
Hours at home
Hours
at home700分以下82.7

700分-850分未満
700 min. or less

11.3
10.1

145.8

850分-1160分未満
700 min.-lessthan 850 min

15.5
17.3

204.7

At home1160 min. or more
在宅1160分以上

1615.6

275.5

0

50

100

150

23.416.4

200

250

300

350

34

The ratio of TV viewing time to total at home time is roughly fixed(For individuals at home 700 minutes or more, it is approximately 20%)
自宅でテレビAt home TV

700 min.
or less
700分以下自宅でPCネットAt
home PC/Net

16.1

700 min.-lessthan 850 min
700分-850分未満

自宅で携帯ネット

2.2 1.9

18.8

2

2.2

850 min.-less than1160 min
850分-1160分未満

20.7

1.7 1.6

At home 1160 min. or more
在宅1160分以上

20.7

1.8 1.2

0

5

10

15

20

25

30

Incidentally, according to reanalysis Hashimoto conducted based on datafrom the “NHK National Lifestyle Time Survey,” TV viewing consistently
accounts for roughly 40% of “time at home and awake.”35

Actually, if we look at the details, we find that the ratio of athome time differs according to age group, with the proportion
decreasing the younger the age group.
←Young people have lots of other things to do.
0.0

5.0

10.0

15.0

20.0

Overall
全体

Teens
10代

20代
20s

30代
30s

40s
40代

50代
50s

60代
60s

25.0

19.1

13.2

16.2

17.1

18.0

21.3

23.1

Correlation analysis shows that there is no cannibalism for individuals
ages 15-29 regarding TV and “PC/Net” use. (no correlation)
There is almost no correlation between “TV” and “PC/Net
videos.” There is however a valid correlation between“inputting onto a website” and TV viewing time.
Correlations with TV viewing time
テレビ視聴時間との相関(15-29才）
significance level 有意水準表
significance level
correlation coefficient 有意水準
相関係数
PC
Net videos
パソコン
ネット動画
-0.05887
0.1827 n.s.
Reading/writing e-mails
メールの読み書き-0.04652
0.2925 n.s.
Looking at websites
サイトを見る-0.08369
0.058 n.s.
inputting onto website
サイトに書き込む
0.08873
0.0444 *Chat/Messenger
チャット・メッセンジャー-0.09439
0.0324 *(Limited only to users of(ネット動画利用者限定）
Net videos)Net videos
ネット動画-0.00311
0.984 n.s.

The significance levels show the “critical ratio” – with the lower the value
the less likely it is that even if there is a declaration of “significant relation”
this will be an overstatement. For example, if the value is 0.9, that indicatesthat we almost certainly cannot say that a significant relationship exists.
Actually, the correlation coefficient is close to zero (0).

N
514
514
514
514
514
44

In addition, there is no evidence thatviewing videos on a cell phone eats into TV time
～The use of services that might seem to encroach on
TV time is extremely short in duration
Watching 1seg broadcasts
Playing games
Watching videos via the Internet

Teens

20s

30s

40s

50s

60s

Watching 1seg broadcasts
Playing games
Watching videos via theInternet

Comparisonsof contact time for image information on cell phone screensby age携帯画面での画像情報接触時間の年層別比較(単位:分）
group (Unit: minutes)

The younger generation spends quite a bit of time looking at cell phone e-mail andwebsites (see graph below), so that the time devoted to these pursuits in relation to
the viewing of television by individuals in their teens and 20s is significant.
～But the more time a youngster passes with a cell phone, the more TV he or she islikely to watch.
Reading/writing“cell phone” e-mail【携帯】メールを読む・書く

分

Min.

Looking at websites
サイトを見る

45
40
35
30
25
20
15
10

5
0

Teens
10代

20s
20代

30s
30代

40s
40代

Correlations
with TV Viewing Time (age15 – age 29)
テレビ視聴時間との相関(15-29才）
E-mail reading/writing
メールの読み書き

0.097*

Looking at websites
サイトを見る0.099*

50s
50代

60代
60s

The amount of time that young people spend watching TV
continues to decline, but if the PC/Net and cell phones are
not major causes of the decline, what is?

（1） Diversity of A/V equipment～ Decrease in live viewing of TV
monitors?
（２） Time shift (recording) for later viewing?
（３） Increasingly tired of TV?

（1） Diversification of A/V equipment?
0.05%
0.50%
1.42%

0.00%

0.82%

0.73%

0.27%
0.00%

(BPO Survey)

monitors
1. TV
テレビモニター
2. PCs
チューナー付きパソコン
2.
equipped with tuners
3. 1seg
ワンセグ
3.
4. Video
動画投稿サイト4.
posting sites

5. Carnavigation systems
カーナビ

96.21%

6. Recorded
HDDでの録画再生
6.
videotape replay with HDD
7. Recorded
ビデオ・DVDでの録画再生
7.
videotape replay on VHS/DVD
8. Recorded
パソコン録画再生
8.
videotape replay on PCs
9. Recorded
携帯電話・携帯機器での録画再生
videotape replay on cell

phones/mobile devices

TV monitors still account for 96% of use. Delivery by 1seg servers,
PCs, etc. is miniscule.

（２）Nor is there a great deal of time-shift viewing←Rather the period of recorded videotape
viewing by the younger generation is short

Teens

20s

30s

40s

50s

60s

Viewing time for recorded TV programs
viewed by age group (Unit: min.)（3） Are younger people increasingly bored by television?
→ We might say so.

Relative importance among information media declining(BPO Survey)“What media are important to you?”
2.9
Game Consoles
ゲーム機

8.4

First
１位
21.9

TV 11.6
テレビ
PCs

パソコン

Second
２位

Third
３位
66.9

43.1

16.1

Fourth
４位

35.7

25.7

9.7

37.9

20.3
4.5

Cell phones

69.5

携帯電話

0%

20%

40%

3.2

22.8

60%

80%

100%

In the past TV was overwhelmingly considered an“Essential Media.”

In reply to the question “What media are important to you? (choose three)” in the survey“The Information Society and Young People” (Management and Coordination Agency[nowdefunct] -- Prime Minister’s Office) the ratios for TV were as shown below:
80

75

70

65

60

71.4

76.8

79.1

55

50

2nd 第2回(1991）
Survey3rd第3回(1996）
Survey4th 第4回(2001)
SurveyIn the Cf.2006 survey, this question was eliminated.

Already a majority answer,“It wouldn’t bother me even if I didn’t have it.”(BPO Survey)

Bothered if I didn’t have
ないと困る

0%

20%

Overall全体

PC First
パソコン１位40%

Notbothered if I didn’t have
なくても困らない等

60%

49.5

80%
50.5

18.0

82.0

High School Students
高校生

61.7

38.3

College Students
大学生

42.4

57.6

社会人
Adults

42.2

57.8

100%

○ More people are saying that it wouldn’t
matter to them if there were no TV.
On the other hand, simultaneous use withother media, especially cell phones, isincreasing.

While Doing Something Else…
(Survey of BPO Program Schedule)
全体
Overall
0.0

5.0

10.0

15.0

携帯電話
Cell phones
パソコン
PCs
紙媒体
Print
Media

男性
Men

15.1
5.6
2.9

20.0

25.0

30.0

35.0

18.8
22.0

8.7

4.8
5.3
4.4
26.9

食事
EatingWhile Getting
Ready
身支度

女性
Women

24.8
7.5

29.3

10.6
13.2

Numerical values are for the proportion of programs which were viewed while being
involved with some other usage activity.

TV Viewing and Other Activities by Time(BPO Survey)
Percentage of TV Viewing
Activity (right axis)

Cell phones, etc.

PCs, etc.

Eating/Getting Ready.

On weekdays during the 6:00 p.m. time slot,
35% of TV viewers are fiddling with cell phones (red line).

Activities Using the Net while Viewing TV Are
Also Becoming More Common(BPO Survey)
0

5

10

15

20

23.5

Searching番組内に出てきたことがらについて、インターネットで検索する
the Internet for information on something mentioned in a program
Exchanging e-mails with friends/acquaintances about program content
番組を見ながら、番組の内容について、友人・知人とメール交換する
while viewing that program on TV

19.6
18.3

番組の内容について、友人・知人とメール交換する
Exchanging e-mails
with friends/acquaintances about program content

17

放送局の番組公式サイトを見る
Looking at theofficial website of a broadcasterExchanging e-mails with friends/acquaintances about broadcast schedule
番組の放送予定について、友人・知人とメール交換する
for a program

12.9

Looking at the impressions/opinions of others on the Net
番組の内容について、ネット上で他の人の感想や意見を見る
concerning program content

11.6

While viewing a program, searching on the Net
番組を見ながら、出演者のプロフィールをネットで検索する
for the profiles of those appearing
Writing your own impressions/opinions on the Net
番組を見ながら、2ちゃんねるなどの関連スレッドを見る書く
concerning program content

5.1

Writing your own impressions/opinions on the Net
番組の内容について、ネット上で感想や意見などを書く
concerning program content

4.8

番組内に出てきた商品を、インターネットを通じて購入する
Purchasing
through the Internet products which appeared on a program

10.3

2.9

25

Degree of Concentration and Degree of Application
Degree of Concentration-Did you concentrate, or did your mind wander?
Degree of Application -Did you apply your attention to the program,or did you do something else simultaneously?

About 60% of TV programs are watched while doing something else
Degree集中度of Concentration
専念度

0%

20%

Degree of Application

40%

60%
42.5%

Total
全体(N=2117)

42.3%
47.2%

Variety
バラエティー(N=850)
News-related
ニュース系(N=353)
Drama
ドラマ(N=250)“WideShows”/Information/Discussion
ワイドショー・情報・討論(N=217)

46.1%

20.4%
21.5%

62.8%
21.2%

56.8%
29.0%
48.4%

Cartoons
アニメ(N=157)
Sportsスポーツ(N=105)

47.6%

54.3%
55.6%

42.2%

Documentaries
ドキュメンタリー(N=45)
Education/Training
教育・教養(N=32)
Movies
映画(N=14)

56.2%

51.1%

Music
音楽(N=94)

37.5%
35.7%

52.2%

40.6%
42.9%

80%

(According to NHK surveys) previously too television has been aform of media to which people pay only about half-attention
while doing something else.
However, in the past this “something else” hasusually consisted of eating or getting ready.
Nowadays, the cell phone holds first place forthe other “something elses,” and it by its very
nature requires concentration (to write e-mails,etc.)→ Actually, the degree of watching TV while “doing somethingelse, letting the mind wander” is growing. -- So that TV is
increasingly becoming a medium to which total concentration
is not given. People are not all that particular about what they
are watching.

However, there are still important aspects.
(1)TV remains an important media which allows viewers to kill time.
(2) It is important as the number one source of news
(3) Felt to be highly effective(4) High reliability

（1） Holds important position as leisure activity“What important means do you have for passing free
time?” (multiple answers, 40 choices)(BPO Survey)
Although cell phones are now superior, TV is still an
important source of free time amusement.
0.0%

20.0%

40.0%

Cell phone texting
携帯電話のメール74.2%

テレビ（生／録画）
TV (live/recorded)

71.3%

買い物
Shopping

66.1%

Music
音楽鑑賞
Comics マンガ(manga)

映画
Movies

57.1%
50.3%
44.8%

60.0%

80.0%

(2) Importance as No. 1 Source of Information(“What was the media source through which you first learned that Barack
Obama had been elected president? -BPO Survey)
0

10

Cell phone Net
携帯電話ネット

30

40

50

60

70

80

73.9

TV
テレビ

Family/Friends
家族・友人

20

8.8
7.2

PC NetPCネット

3.3

Newspaper
新聞

4.3

(3) Feeling of Effectiveness(“Which media do you think are most effective in terms of the following
needs?” -BPO Survey)
地上波テレビVideo
Transmission
動画配信サイト
Sites

Land-based TV

0.0

世の中の動きにKeeping up with things
おくれないでついていく

10.0

20.0

7.5

関心がなかったことでもAcquiringknowledge even concerning
things one had not been aware of

40.0

50.0

60.0

9.3

36.7

54.0
78.3

20.8

時間をつぶすCan kill time

90.0

69.9
20.8

23.0

5.8

80.0

15.0

Allows 自分の好きなことや
me to get more into a personal
hobby or interest
趣味を深めることができる
Allowsme to acquire topics for conversation
他人との共通の話題が得られる
with others

70.0

81.0

11.1
14.2

知識が得られるCan be moved to tears, etc. as much as
思い切り泣いたり感動する
one wants

30.0

動画投稿サイトVideo
Posting Sites

12.8「役に立っている」の回答比率
Percentage
of answers declaring “Useful”

36.7

69.9
66.8

(４) Reliability-A Great Deal of Trust in TV(“How much trust do you have in the following media?” -BPO Survey)

Trust Greatly

非常に信頼

Trust to a Certain Extent

ある程度信頼あまり信頼せず

Don’t Trust at All

Don’t Trust Very Much

全く信頼せず
61.3

23.6

テレビのニュース
TV news

Can’t Say Which
どちらとも

33.9

47.1

TV information
programs/”wide shows” 4.5
テレビの情報番組・ワイドショー
Newspaper新聞記事
articles

50.3

28.4

10.7

4.20.3

11.9

2.6

16.8

3.90.7

Magazine雑誌記事
articles 2.3

42.4

35.6

16.5

3.2

Articles on theInternet 3.2
ネットの記事

37.9

40.8

16.5

1.6

Net blogs 1.0 12.3
ネットのブログ
Postings on
Net bulletin boards 0.7 8.4
ネットの掲示板の書き込み
0%

25.8

50.3

10%

20%

30%

20.0

37.4

33.6
40%

50%

60%

10.7

70%

80%

90%

100%

Summary(1) The drift away from TV among the younger age groups continues.
(2) Nevertheless, use of the Internet has not directly encroached on theTV viewing time. Nor has the use of cell phones encroached on it.
(3) Regarding at-home time, there is a suitable allocation of time among
various media.
(4) Nor is time-shift viewing (recorded for later viewing) increasing.
（5） However, recognition of TV’s degree of importance among media isdecreasing.
（6） We are also seeing an increase in TV viewing while involved in othermedia.
→ A taste for or interest in TV programs is decreasing, and “have to see”
demands are fading. (We’re forced to admit that this kind of feeling is
reducing viewing time.)

However, television still is important as:(1) A method for killing free time,(2) As the No.1 source for information,and in the public mind it also enjoys high marks for(3) Sense of effectiveness,(4) Reliability

Besides,・ TV is an important supply source for otheramusement/entertainment software. (More than 40% of thecontent at accessed Net video provision sites was related toTV programming).
・ Original PC/cell phone Net content remains immature(particularly in that they have almost no news coveragecapability).
→ Does the importance of TV as an information provider andcontents creator still continue?