Research Report Preparing for the “Nationwide Public Opinion Survey on Attitudes Towards Media”

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  • 調査研究ノート 「全国メディア意識世論調査」に向けて
  • 「全国メディア意識世論調査」に向けて
  • 「 ゼンコク メディア イシキ ヨロン チョウサ 」 ニ ムケテ

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The public opinion research division of NHK Broadcasting Culture Institute is set to start a new survey “Nationwide Public Opinion Survey on Attitudes Towards Media,” which will replace “The Japanese and Television”–a public opinion survey series the Institute has long been conducting. The purpose of the new survey is to capture the media usage behavior and consciousness of the people in the current diversified media environment and to grasp the transition in chronological order. The new survey will specifically focus on how people select “the medium they use (television, internet, etc.)” from a wide range of media options. In particular, the center of our interest is how people's perception of internet videos are different from that of television programs. Prior to the survey, we conducted a preliminary survey to identify what types of questions and answer options would enable us to accurately understand the media usage behavior and consciousness of people of today. For example, when respondents were asked about their usage behavior and consciousness regarding TV viewing, many respondents interpreted “watching television” as not only “viewing TV programs aired by broadcasters in real time on TV screen” but also “viewing recorded TV programs,” and some even included “viewing internet videos posted by non–professional individuals on their computers or smart phones,” which indicates that the ranges of media devices and activities the respondents think of have become wider than before. We also asked about information helpful for deciding what content to watch. For choosing TV programs, many people cited “TV guides/listings” and “on-air promotions” of those shows. Meanwhile, for choosing online videos, a relatively large number of people cited “information on social media and internet sites.” In addition, “notifications from sites and apps,” “playback time per video,” and "recommended videos" from video services” were also mentioned. These responses shows that some people have different criteria for choosing online videos from for choosing TV shows. The survey team have taken into account these findings from the preliminary survey in designing questions for the “Nationwide Public Opinion Survey on Attitudes Towards Media.”

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