Hakuhodo DY Media Partners:
Time Series Analysis Findings from the Annual Media Consumption Report 2016

1)　Media contact time is higher than ever at 393.8 minutes. Total time for feature phones/smartphones plus tablets is nearing 30% of the total.

2)　The percentage of people who see feature phones and smartphones as able to provide “up-to-the-minute, new information” has more than tripled in the past ten years.

3)　The percentage of televisions connected to the internet has topped 30% for the first time (31.0%).

 

 

The Hakuhodo DY Media Partners Institute of Media Environment, located in Minato-ku, Tokyo, and headed by Masataka Yoshikawa, has been conducting its Annual Media Consumption Report as a way to study and analyze how sei-katsu-sha interact with media touchpoints since 2006. The institute carried out a time series analysis as a way to look back on changes in the media environment over the last ten years.

 

1)　Media contact time is higher than ever at 393.8 minutes. Total time for feature phones/smartphones plus tablets is nearing 30% of the total.

•　Respondents spend 393.8 minutes in contact with media each day. This figure is up more than ten minutes from last year and has set a new record by entering the 390-minute range for the first time. The increase in contact time is being driven by the increasing use of feature phones/smartphones and tablets, while contact with TV, radio, newspapers, and magazines has also increase slightly. Only computer contact time has fallen.

•　Total contact time for feature phones/smartphones and tablets, which surpassed the 25% mark last year, is now on track to hit 30% at 29.3%.

•　Smartphone ownership is at 70.7% and has remained largely unchanged since last year. Meanwhile, tablets have jumped ten percentage points since last year with close to four in ten respondents reporting ownership (38.8%).

 

2)　The percentage of people who see feature phones and smartphones as able to provide “up-to-the-minute, new information” has more than tripled in the past ten years.

•　Several items have gone up sharply under media reputation for feature phones/smartphones over the last ten years. Most notable is the significant increase in those who see these devices as able to “provide “up-to-the-minute, new information”. Phones surpassed TV on this measure last year, and this year overtook computers as well, coming in at 67.0%. That’s more than three times the 21.2% of respondents who agreed with the statement in 2006.

•　There has also been a significant increase in the percentage of respondents who say they “can’t live without” feature phones/smartphones (12.2% in 2006 to 53.7% in 2016), as well as in those who believe these devices provide “detailed information on topics I’m interested in” (12.2% in 2006 to 47.7% in 2016).

•　There were significant increases in the reputation of other forms of media as well over the past ten years. The percentage of respondents who see TV as having “clearly presented information” has gone from 58.9% in 2006 to 69.3% in 2016; radio as “responsive to reader/viewer perspectives” from 21.6% to 30.0%; newspapers as having a “clear position or message” from 38.1% to 48.3%; magazines as “stylish, sophisticated, or hip” from 22.5% to 30.8%; and computers as having “lots of original information” from 31.4% to 41.3%.

 

3)　The percentage of televisions connected to the internet has topped 30% for the first time (31.0%).

•　The percentage of televisions connected to the internet was around 20% when this indicator was first measured in 2012, but went up nearly eight percentage points this year to exceed 30% for the first time at 31.0%.

Note: All figures are for the Tokyo area