Hakuhodo DY Media Partners Annual Media Consumption Report 2015 Time Series Analysis

1. Total media daily contact time was 383.7 minutes. Media contact through “mobile/smartphone” and “tablet” comprised more than a quarter of the total time.

2. Heavy media users (more than six hours a day) account for nearly half of all users.

3. “Smartphone” and “tablet” users both spend about the same amount of time “watching videos”, “searching”, and “shopping” with their devices.

Since 2006, Hakuhodo DY Media Partners Institute of Media Environment, located in Minato-ku, Tokyo and headed by Masaki Mikami, has conducted the Annual Media Consumption Report designed to survey sei-katsu-sha media contact points with the current survey design. For this year’s survey, the Institute performed a time series analysis. This analysis revealed the following about how sei-katsu-sha media contact has changed.

1. Total media contact time was 383.7 minutes. Media contact through “mobile/smartphone” and “tablet” accounts for more than a quarter of the time.
– Total daily media contact time of 383.7 minutes in 2015 was approximately the same as the 380 minutes recorded in last year’s survey. “Mobile/smartphone” and “tablet” usage is increasing, while other contact points slightly declined.
– Since 2006, only contact time through “mobile/smartphone” has increased every year, and this year the combined contact time of “mobile/smartphone” and “tablet” exceeded a quarter of the total for the first time.
– Smartphone ownership rate (Tokyo) is approaching 70%, and tablet ownership (Tokyo) has increased from last year’s 20% to close to 30% this year.

2. Heavy media users (more than six hours a day) account for almost half of all users.
– Heavy media users (more than six hours a day) have risen by more than 10 points from less than 40% in 2006 to 49.6% this year, nearly half of all users.
– Among heavy media users, those having a contact time of over 10 hours have increased from 5.3% in 2006 to 11.3% in 2015.

3. “Smartphone” and “tablet” users both spent about the same amount of time “watching videos”, “searching”, and “shopping”.
– “Smartphone” and “tablet” usage is about the same for “watching videos” (smartphone: 64.5%, tablet: 65.1%), “searching” (smartphone: 91.9%, tablet: 87.6%), and “shopping” (smartphone: 42.8%, tablet: 38.0%).

■ Survey design
Survey area: Tokyo, Osaka, Aichi, Kochi Prefectures
Sampling method: RDD (Random Digit Dialing)
Survey method: Postal survey
Survey subjects: Men and women aged 15 to 69
Survey sample makeup: 2,504 sample size (Tokyo: 620, Osaka: 632, Aichi: 637, Kochi: 615) in the 4 regions in total; Age and gender groups weighted according to the FY2014 Basic Resident Register
Survey period: January 30 to February 12, 2015
Survey conducted by: Video Research Ltd.