Japanese look forward to enjoying DTV's greater channel choice, according to "2001-2002 Digital Media Survey"
January 28, 2002
Video Research Ltd., Japan's leading media and marketing research company, released today main findings of its latest consumer survey on digital media, the 2001-2002 Digital Media Survey.
This comprehensive survey, conducted in September 2001 with
over 2,000 respondents aged between 12 and 69, reveals Japanese consumers'
attitudes towards digital television (DTV) and other digital media. The
full survey report will be published on January 31.
Key questions and findings:
- What do Japanese consumers think of existing TV?-What they are happy about, and what they are not happy about:
-
Overall, Japanese consumers are satisfied with the image and sound quality of existing TV but are not very happy about the number of channels available (65% of respondents are very or more-or-less satisfied with image and sound quality respectively, but only 41% are very or more-or-less satisfied with the number of channels currently available).
- Do they want to watch BS (broadcasting satellite) digital broadcasting?
-
More people say they intend to watch BS digital broadcasting than WOWOW or SKY PerfecTV! (Viewing intention: BS digital broadcasting 43%, WOWOW 33%, and SKY PerfecTV! 33%).
- What do Japanese consumers want most from DTV-high image quality, an increase in the number of channels, or enhanced performance?
-
They look forward to an increase in the number of channels more than high-image quality. Most-wanted enhanced digital functions are pay-per-view and time-shift functions.
- How well are Japanese consumers informed about the digital switch-over?
-
Fewer than 20% (18%) know that digital terrestrial broadcasting will start in 2003, and only 11 % know that analog switch-off is scheduled for 2011, suggesting a lack of public awareness.
- Do they want to watch TV on mobile phones or PDAs when they are on the move? How much are they interested in mobile-TV?
-
One in three (35%) is interested in "watching TV on mobile phones or PDAs," while one in seven (15%) says they want to "watch TV when they are on the move".
- Which digital device do Japanese consumers want most?
-
Top three most-wanted digital devices are: digital camera (36%), DVD recorder (35%) and digital HDTV (high-definition TV) (34%).
The 2001-2002 Digital Media Survey
 Survey
area: |
Throughout Japan |
| Respondents: |
Men and women aged between 12 and 69 |
| Survey
period: |
August 20 - September 6, 2001 |
| Sampling
technique: |
RDD (random-digit dialing) |
| Survey
method: |
Postal survey |
| Sample
size: |
2,011 valid respondents |
| Sample
composition |
| Ages | 12-19 | 20-29 | 30-39 | 40-49 | 50-59 | 60-69 |
| Total | Men | |||||
| 100.0 | 5.6% | 9.8% | 8.7% | 8.8% | 9.9% | 7.3% |
| 2,011 | 113 | 197 | 175 | 177 | 199 | 146 |
| Women | ||||||
| 5.9% | 9.3% | 8.4% | 8.7% | 9.8% | 7.9% | |
| 118 | 187 | 168 | 175 | 198 | 158 | |
The 2001-2002 Digital Media Survey Report (in two volumes)
| Volume 1: 2001-2002 Digital Media Survey (Data) |
and more... |
| Volume 2: Digital TV Reader (Analysis) |
| This volume provides an in-depth analysis of the present Japanese TV industry and its future based on data obtained through the Digital Media Survey and other surveys conducted by Video Research, various statistical data, and interviews with industry leaders.
|
