Japanese Newspaper Readership
More than 70% of the respondents read a morning edition newspaper every day and more than 95% read it at least once a week.
Newspaper readership is very high in Japan. More than 95% nationwide read a morning edition newspaper at least once a week. Therefore, newspapers are the main daily medium for Japanese. Further, more than 70% read a morning edition newspaper on a daily basis.
Morning edition newspaper weekly readership - number of days
More than 40% read a morning edition newspapers starting from the front page. The tendency to start reading from the front page increases with age.
Among morning edition newspaper readers, more than 40% start reading from the front page, whereas less than 30% start from the back page. More men than women read the front page first and the tendency to start reading from front page increases with age.
Newspaper Advertisements helps people in expressing their opinion and functions as some sort of "News" to people.
65% of all respondents and over 70% of female respondents replied that they have noticed newspaper advertisements. Compared to male respondents, women exhibited much stronger inclination to view a newspaper advertisement positively and more than half replied that they became aware of certain social, environmental and other issues, as well as finding out about current events and trends due to newspaper advertisements.
Particularly women in their 30s exhibited a high level of interest in newspaper advertisements, and about 70% replied that they found information on new products and services in this way.
| (Nationwide) | Notice newspaper ads | Find new products or services | Find detailed information on products or services | Become aware of social, environmental or other issues | Find out about current events/trends |
| Overall | 64.5% | 60.3% | 54.8% | 52.7% | 61.7% |
| Total men | 57.3% | 55.3% | 49.3% | 48.0% | 55.9% |
| Men 15-19 years old | 46.9% | 41.3% | 36.3% | 35.2% | 44.7% |
| Men 20-29 years old | 53.6% | 48.4% | 44.4% | 43.4% | 49.8% |
| Men 30-39 years old | 61.5% | 60.3% | 54.5% | 46.5% | 57.0% |
| Men 40-49 years old | 64.9% | 64.8% | 57.2% | 52.4% | 62.6% |
| Men 50-59 years old | 57.3% | 56.1% | 49.3% | 52.2% | 58.8% |
| Men 60-69 years old | 52.2% | 50.7% | 45.2% | 50.0% | 54.6% |
| Total women | 71.8% | 65.3% | 60.3% | 57.4% | 67.4% |
| Women 15-19 years old | 59.5% | 51.8% | 45.9% | 39.7% | 51.1% |
| Women 20-29 years old | 70.3% | 63.3% | 59.1% | 50.5% | 62.5% |
| Women 30-39 years old | 78.8% | 73.6% | 69.2% | 57.8% | 70.1% |
| Women 40-49 years old | 76.5% | 72.0% | 65.9% | 61.6% | 72.2% |
| Women 50-59 years old | 72.8% | 64.8% | 59.8% | 62.7% | 70.7% |
| Women 60-69 years old | 64.8% | 57.6% | 52.7% | 60.0% | 66.9% |
