More than 90% of People in Their 20s Read Magazines
- Video Research Releases the Results for "MAGASCENE (Survey on Magazine Media)" -
April 15, 2005
From the Data of "MAGASCENE 2005 Edition (Survey on Magazine Media, FY 2004)"
More than 90% of people in their 20s read magazines
The magazine is a media form used by more than 80% of the whole society. Seen by age, around 90% of people from teens to those in their 30s have some kind of contact with magazines.
Rates of those who read magazines
(%) |
(%) |
||||
| Males in total | 82.6 |
Females in total | 83.8 |
||
| Male 12-19 | 86.2 |
Female 12-19 | 90.6 |
||
| Male 20-29 | 91.3 |
Female 20-29 | 93.3 |
||
| Male 30-39 | 88.3 |
Female 30-39 | 87.5 |
||
| Male 40-49 | 83.1 |
Female 40-49 | 83.5 |
||
| Male 50-59 | 77.9 |
Female 50-59 | 78.5 |
||
| Male 60-69 | 65.9 |
Female 60-69 | 70.9 |
The most frequently read genre is "sports" among males and "cooking" among females
The genres of frequently read magazine articles are "travel and leisure," "food and gourmet information," "fashion" and "cooking." By gender, information on hobbies and entertainment such as "sports" and "automobiles, " and news information such as "local news" and "politics," obtained high scores among males. On the other hand, practical information for daily life regarding clothing, food and houses and information on entertainment obtained high scores among females. The score for "fashion" was especially high at 83.7% among females in their 20s.
Genre of magazine articles frequently read, top 10
| Total | (%) | Males in total | (%) | Females in total | (%) | |||
1. | Travel and leisure | 40.8 | 1. | Sports | 48.2 | 1. | Cooking | 63.8 |
2. | Food and gourmet information | 40.6 | 2. |
Local news and events | 38.4 | 2. | Fashion | 59.0 |
3. | Fashion | 39.8 | 3. | Travel and leisure | 36.4 | 3. | Food and gourmet information | 54.0 |
4. | Cooking | 39.5 | 4. | Automobiles | 35.9 | 4. | Housing and interior | 51.7 |
5. | Housing and interior | 36.4 | 5. | Politics | 34.7 | 5. | Shopping | 48.8 |
6. | Local news and events | 34.1 | 6. | Economy | 32.2 | 6. | Travel and leisure | 45.2 |
7. | Information on films, plays and events | 33.9 | 7. | Comics | 31.1 | 7. | Information on films, plays and events | 40.1 |
8. | Shopping | 33.2 | 8. | Information on TV programs | 29.6 | 8. | Store information | 39.2 |
9. | Information on TV programs | 32.8 | 9. | Information on films, plays and events | 27.7 | 9. | Make-up and skin care | 38.6 |
10. | Sports | 32.2 | 10. | Food and gourmet information | 27.4 | 10. | Show business news | 38.2 |
The monthly average expense on magazines was 2,000 yen among males in their 30s
The monthly average expense on magazines among those who purchase magazines is higher among those in their 20s and 30s among males and those in their 20s among females. While there was a difference of nearly 1,000 yen between ages among males, the results showed less difference by ages among females.
Monthly expense on magazines
Average expense (yen) |
Average expense (yen) |
||||
| Males in total | 1,634 | Females in total | 1,034 | ||
| Male 12-19 | 1,098 | Female 12-19 | 969 | ||
| Male 20-29 | 1,818 | Female 20-29 | 1,091 | ||
| Male 30-39 | 1,916 | Female 30-39 | 999 | ||
| Male 40-49 | 1,541 | Female 40-49 | 980 | ||
| Male 50-59 | 1,541 | Female 50-59 | 1,086 | ||
| Male 60-69 | 1,434 | Female 60-69 | 1,046 | ||
