University of Tokyo

Survey Number 1247
Survey Title Survey Made on the 60th Anniversary of TV Broadcasting, 2012
Depositor Public Opinion Research Division, NHK Broadcasting Culture Research Institute
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Educational Purpose Available for both research and instructional purposes.
Period of Data Use Permission One year
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Summary This survey was conducted by the NHK Broadcasting Culture Research Institute in November 2012.

The NHK Broadcasting Culture Research Institute has been conducting national opinion polls every 10 years since 1982. Based on the previous surveys, the purpose of this survey was to characterize long-term changes and clarify how the media environment, which has changed significantly in the last 10 years, affects TV viewing.
This survey was a self-administered survey, and, at the same time, interview method was used at reduced scale (2,094 people) to do a time-series comparison (data generated by the interview method are not provided).

For the self-administered survey, an analysis to explore the background of the changes captured by the interview survey was conducted. The study was designed to highlight the two viewing styles that have become particularly common in the last 10 years. The first is "customized viewing," in which viewers watch TV on their own, and the second is "connected viewing," in which viewers watch TV while communicating with people. This survey investigated the realities regarding these two viewing styles and approaches to the structure of modern viewership.
Data Type quantitative research
quantitative research: micro data
Universe People aged 16 years and older in Japan
Unit of Observation Individual
Sample Size Number of valid responses: 2,506, valid response rate: 69.6%
Date of Collection 2012/11/17 (Sat) – 11/25 (Sun)
Time Period
Spatial Unit Japan
Sampling Procedure Two-stage stratified random sampling using the Basic Resident Register, 3,600 people (12 people x 300 locations)
Mode of Data Collection Self-administered survey
Investigator Public Opinion Survey Department, NHK Broadcasting Culture Research Institute, survey carried out by Central Research Services, Inc.
Sponsors (Funds)
Related Publications (by the Investigator) Please refer to the abstract in Japanese.
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation [Questionnaire] [Frequency Table]
Major Survey Items (1) Watching TV and attitude to TV
- TV viewing time, station regularly viewed (NHK or commercial broadcasting), type of TV program watched
- Enjoyment of TV
- TV viewing habits (watches only favorite programs, tends to keep TV on even when there is nothing particular to watch, focuses on watching TV, whether TV is a distraction, watches TV programs from beginning to end), watches alone or with family, etc.
- Family viewing
- Attitude to TV (whether likes watching TV, wants to watch a popular program, sometimes forgets that the TV is on, finds it troublesome to watch TV at a fixed time, seeks conversational material, etc.)
- Whether respondent is interested/less interested in TV and reasons
- Disadvantages of TV programs
- Actual situation of multitasking while watching TV (eating a meal, doing work, reading a newspaper or book, purpose of the Internet use, etc.)
- Recording (frequency, real-time or recording, playback behavior, reason for viewing the recording)
- Number of TVs in household

(2) Media environment and view on media
- Useful media (providing news and information about the society, getting information relating to daily living and hobbies, for casual enjoyment, learning other people’s thoughts, etc.)
- Devices used to access the Internet and make recordings
- Indispensable media (TV, newspapers, books/magazines/manga, music, websites, video sites such as Youtube, SNS such as mixi/Twitter/Facebook)
- Internet usage frequency
- Frequency of viewing videos on the Internet, video viewing device
- Merits of videos on the Internet not found on TV
- Percentage of video content
- Frequency of watching TV programs on the Internet, reasons for watching
- SNS services used (mixi, Twitter, Facebook, GREE, Mobage, LINE, 2channel bulletin boards, blogs such as Ameba Blog, bulletin boards and blogs on official TV station program sites, etc.)
- Frequency of TV-related SNS use, devices used, reasons for use
- View and attitudes (information search/time efficiency, communication, thoughts on the Internet)

[Face items]
- Gender, year of birth
- Family structure, presence and age of children
- Occupation
Date of Release
Topics in CESSDA Click here for details

Topics in SSJDA Information/Communication/Mass Media
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