世論 What Japan Thinks

With One Seg digital terrestrial television reception becoming a standard feature on most higher-end mobile phones, infoPLANT decided to look at One Seg viewing habits and intentions. Over one week in the middle of March they gathered 6,871 replies to a publicly available survey accessed through NTT DoCoMo’s iMode menuing system.

Demographics

Of the 6,871 respondents, 62.2% were female, 3.2% in their teens, 31.1% in their twenties, 43.5% in their thirties, 18.6% in their forties, and 3.5% aged fifty or older.

I’ve only ever watched a One Seg mobile through a glass case in a mobile phone shop, but the picture quality is quite remarkable. I’ve also noticed in the last month or so a few people watching television on the train to work, perhaps one person a week or so, usually catching up on the morning news it seems. The three main things putting me off One Seg are the handset prices, size, as the TV receiver makes it a bit chunkier, and battery concerns, as recharging the phone every night or so would get rather tiresome.

I was quite surprised by the results here, as infoPLANT tends to attract those with newer phones, yet less than 4% had actually watched One Seg on their own devices.

Survey results

Q1: Have you ever watched a One Seg terrestrial digital television broadcast? (Sample size=6,871, multiple answer)

	All	Male N=2,597	Female N=4,274
Yes, on my own mobile phone	3.8%	7.1%	1.8%
Yes, on a friend’s mobile phone	18.5%	22.6%	16.0%
Yes, at a mobile phone shop, etc	14.4%	19.5%	11.3%
Yes, on a device other than a mobile phone	4.8%	8.2%	2.7%
No, never	63.9%	52.1%	71.2%

The basic age trend was older people were more likely never to have seen One Seg television.

Q2: Do you want to watch One Seg television on your own mobile phone? (Sample size=6,871)

	All	Male N=2,597	Female N=4,274
Definitely want to	22.7%	28.3%	19.3%
Might like to	33.1%	33.5%	32.8%
Can’t say if I do or I don’t	22.8%	19.8%	24.7%
Don’t really want to	14.6%	12.2%	16.0%
Don’t want to at all	6.8%	6.2%	7.1%

Those who might want to watch stayed about constant across the age groups, but those who definitely wanted to watch decreased noticeably with age.

Q3A: (One Seg mobile phone owners) Where do you watch One Seg television? (Sample size=260, multiple answer)

	All	Male N=184	Female N=76
In transport (train, bus, car, etc)	68.1%	67.9%	68.4%
On the street, in shop	44.2%	45.1%	42.1%
In my own room	38.5%	41.8%	30.3%
At work, in school	37.3%	42.4%	25.0%
At station, bus stop	28.1%	29.9%	23.7%
In another room at home	15.0%	14.7%	15.8%
Other	11.5%	13.0%	7.9%
No particular place	0.8%	0.5%	1.3%

Q3B: (Not One Seg mobile phone owners) Where might you want to watch One Seg television? (Sample size=6,611, multiple answer)

	All	Male N=2,413	Female N=4,198
In transport (train, bus, car, etc)	54.7%	56.5%	53.6%
On the street, in shop	30.6%	33.9%	28.7%
At work, in school	23.5%	29.8%	19.8%
At station, bus stop	20.2%	20.7%	19.8%
In my own room	18.8%	15.7%	20.5%
In another room at home	8.5%	7.6%	9.1%
Other	7.6%	9.0%	6.8%
No particular place	17.8%	15.6%	19.1%

Q4A: (One Seg mobile phone owners) What kind of programs do you watch on One Seg television? (Sample size=260, multiple answer)

	All	Male N=184	Female N=76
Drama	46.2%	36.4%	69.7%
News, information	62.7%	65.8%	55.3%
Sports	51.2%	63.0%	22.4%
Variety	50.8%	44.6%	65.8%
Quiz	19.2%	17.4%	23.7%
Travel, gourmet	18.5%	16.8%	22.4%
Music	35.8%	33.7%	40.8%
Film	26.9%	25.0%	31.6%
Other	9.6%	10.3%	7.9%
No particular genre	1.2%	1.1%	1.3%

Q4B: (Not One Seg mobile phone owners) What kind of programs might you want to watch on One Seg television? (Sample size=6,611, multiple answer)

	All	Male N=2,413	Female N=4,198
Drama	39.6%	24.6%	48.2%
News, information	49.8%	55.0%	46.8%
Sports	33.1%	53.6%	21.2%
Variety	35.0%	31.9%	36.8%
Quiz	10.7%	10.5%	10.8%
Travel, gourmet	12.2%	11.2%	12.8%
Music	39.2%	29.8%	44.5%
Film	27.3%	26.0%	28.0%
Other	5.9%	7.0%	5.3%
No particular genre	13.3%	11.8%	14.2%

Q5: When watching One Seg broadcasts on a mobile phone, data is also transmitted, allowing access to more detailed information or related web sites. Would you want to use such a service? (Sample size=3,834)

	All	Male N=1,605	Female N=2,229
Definitely want to use	30.3%	33.3%	28.2%
Perhaps want to use	49.3%	47.3%	50.7%
Can’t say I want to or don’t want to	17.6%	16.7%	18.3%
Don’t really want to use	2.4%	2.1%	2.6%
Don’t think I’d want to use at all	0.3%	0.6%	0.2%