"MAGASCENE" 2006 Edition (2005 Magazine Media Survey Data)
About 90% of people in their twenties read magazines.
Magazines are strong media with a readership of over 80% in Japan.
When analyzing the survey data by age and gender, women in their teens and twenties score particularly high, with over 90% reading magazines regularly.
| (%) | |||
| Men total | 81.8 | Women total | 86.3 |
| Men 12-19 years old | 86.2 | Women 12-19 years old | 94.5 |
| Men 20-29 years old | 89.5 | Women 20-29 years old | 93.9 |
| Men 30-39 years old | 87.1 | Women 30-39 years old | 88.5 |
| Men 40-49 years old | 85.3 | Women 40-49 years old | 87.0 |
| Men 50-59 years old | 73.8 | Women 50-59 years old | 83.8 |
| Men 60-69 years old | 68.1 | Women 60-69 years old | 71.8 |
Male employees read magazines in the morning, housewives during the day
When analyzing the data by day of the week, magazine readership is higher during the week than on weekends. However, the ratio of reading longer than 40 minutes is significantly higher on weekends. People mostly browsed through magazines during the week, while they read and enjoy them thoroughly over the weekends. Further, by occupation, reading time slot varies greatly from male employees, who mostly read in the morning, to full-time housewives, who read during the day.
Daily reading duration
(Amount of reading duration per day for men and women aged 12-69)
| Magazine reading time slot | Men | Women | ||||||
| Jr. High/ High school/ University/ Professional school/ Cram school | Employees below 34yr | Employees aged 35-50 | Other working men | Jr. High/ High school/ University/ Professional school/ Cram school | Employees below 34yr (unmarried) | Working housewives | Full-time housewives | |
| 5AM-8AM | 3.4% | 20.0% | 29.6% | 19.6% | 3.1% | 3.0% | 7.3% | 4.5% |
| 9AM-12PM | 4.5% | 11.3% | 13.0% | 11.7% | 2.5% | 3.0% | 13.0% | 32.2% |
| 1PM-4PM | 2.9% | 6.1% | 9.5% | 10.0% | 3.2% | 2.0% | 17.8% | 38.0% |
| 5PM-8PM | 12.0% | 11.0% | 16.4% | 12.6% | 13.2% | 6.3% | 11.1% | 8.6% |
| 9PM-12AM | 7.5% | 13.7% | 13.6% | 10.3% | 7.4% | 7.8% | 16.3% | 15.8% |
| 1AM-4AM | 12.4% | 19.5% | 8.3% | 10.9% | 8.1% | 6.8% | 9.8% | 12.2% |
The percentages highlighted in color are the highest for the respective group of readers.
The percentages in bold letters are the highest for the respective time-period.
(*1)Other working men stands for: Management, Specialists and Self-Employed (Commercial/Industrial).
Regarding the number of monthly magazine purchases, males in their twenties are the most frequent purchasers, buying an average of three copies per month
While the men's magazine readership ratio is lower than that of women, in terms of the number of average magazine purchases, men buy more than women.
| (Number of issues per month) | |||
| Men Total | 2.5 | Women Total | 1.8 |
| Men 12-19 years old | 2.2 | Women 12-19 years old | 1.9 |
| Men 20-29 years old | 3.1 | Women 20-29 years old | 2.2 |
| Men 30-39 years old | 3.0 | Women 30-39 years old | 1.7 |
| Men 40-49 years old | 2.7 | Women 40-49 years old | 1.9 |
| Men 50-59 years old | 2.1 | Women 50-59 years old | 1.6 |
| Men 60-69 years old | 1.9 | Women 60-69 years old | 1.3 |
