世論 What Japan Thinks

japan.internet.com reported on a recent survey conducted by Cross Marketing Inc into movie file sharing sites. Over two days at the end of March 300 members of their internet research monitor group completed a private survey.

Demographics

As usual for Cross Marketing, the group was split 50:50 male and female, and 20% in each of the age groups from teens to fifties. In addition, all the respondents lived in Tokyo and the surrounding area.

As well as the well-known YouTube, another sharing site mentioned was ニコニコ動画, nico-nico douga, Nico Video, a new-to-me movie sharing site, it seems. In addition, the article mentions a word-of-mouth campaign on behalf of Sound Portal that was conducted through the release of their promotional advertisement to YouTube.

Research results

First, of all, of the 300 interviewed, 153, or 51.0%, had viewed content from a video sharing site. These 153 were asked the following question.

Q1: What sorts of videos have you watched on YouTube and other video sharing sites? (Sample size=153, multiple answer)

Genre	Votes	Percentage
Variety, comedy	76	49.7%
Music videos	67	43.8%
Domestic documentaries, news	53	34.6%
Drama	44	28.8%
Commercial animation	38	24.8%
Advertisements	38	24.8%
Home videos	37	24.2%
Movies	37	24.2%
Games	31	20.3%
Overseas documentaries, news	28	18.3%
Home-made animations	17	11.1%
Pornography	17	11.1%
Other	7	4.6%

The pornography category used the Japanese グラビア, gravure, which starts at swimsuit models and ends at… Actually, the Japanese term can refer to respectable portrait or clothes modelling, but I suspect that that is not what people are watching! I also wonder if that figure is under-reported.

Of these 153 YouTube viewers, 94 people, or 61.4%, were currently maintaining a blog. These 94 were asked the following:

Q2: Have you ever talked about contents from YouTube or other movie sharing sites on your own blog? (Sample size=94)

Yes (to SQ)	20.2%
No	79.8%

Q2SQ: How did you talk about contents from YouTube or other movie sharing sites on your own blog? (Sample size=19, multiple answer)

	Votes	Percentage
Posted a link	11	57.9%
Posted the URL	10	52.6%
Only talked about the video	8	42.1%
Embedded the video	7	36.8%
Other	0	0.0%