Hakuhodo DY Media Partners Institute of Media Environment:
Time Series Analysis Findings
from the Annual Media Consumption Report 2017

The Hakuhodo DY Media Partners Institute of Media Environment (Headquarters: Minato-ku, Tokyo; Director: Masataka Yoshikawa) has been preparing an Annual Media Consumption Report as a way to study and analyze the relationship between sei-katsu-sha and the media since 2006. With the completion of its twelfth survey this year, the institute carried out time series analyses of factors like total contact time and ownership, as well as a comparative analysis with the previous year on sei-katsu-sha awareness of media and information.

(1) Media contact time has decreased nearly across the board, with total contact time dropping off its peak to 378.0 minutes.
(2) The number of light users (those with less than an hour of contact per day) increased for all forms of media
(3) Smartphone ownership is closed to 80% at 77.5%, driven by a jump in the percentage of middle-aged and senior users.
(4) More people are experiencing information overload and demanding trustworthy information