世論 What Japan Thinks

Recently I’ve been seeing more and more people watching One Seg television broadcasts (digital terrestrial television) on their cell phones, particularly in trains. Whether this apparent increase in popularity is due to more One Seg-ready phones being sold, or whether it is a function of people now feeling comfortable watching television on the train, I don’t really know. To learn more about what the average person thinks regarding this matter, MyVoice conducted a survey on this topic of mobile phone One Seg functions.

Demographics

Over the first five days of August 2007 12,404 members of the MyVoice online community successfully completed an online survey. 54% of the sample was female, 2% in their teens, 17% in their twenties, 39% in their thirties, 28% in their forties, and 14% in their fifties.

As mentioned in the introduction, I see more people watching their phones, so I am beginning to want to do the same myself, not because I find Japanese television that interesting most of the time, it’s just that I feel somewhat left out these days! My next phone upgrade isn’t due until perhaps next Spring, and if I can’t get a suitable handset under 10,000 yen I’ll just not bother!

Oh, and what is One Seg anyway? I know that it is short for One Segment, but wait while I look up the detailed meaning… Ahh, here’s a good explanation from Pink Tentacle about what it really means.

Research results

Q1: Which cell phone provider to you currently use? If you have multiple providers, choose your main one. (Sample size=12,404)

DoCoMo (to SQ1)	42.9%
au (to SQ1)	27.7%
SoftBank (to SQ1)	20.5%
WILLCOM (to SQ1)	2.6%
Other (to SQ1)	0.6%
Don’t have a mobile phone	5.7%

Q1SQ1: Does your cell phone have One Seg television functionality? (Sample size=cell phone users)

Yes (to SQ2)	14.4%
No	83.4%
Don’t know	1.8%
No answer	0.3%

Q1SQ2: Where do you watch your cell phone’s One Seg television? (Sample size=One Seg television-capable cell phone owners, multiple answer)

Train, bus, other public transport (to SQ3, SQ4, SQ5)	39.1%
Waiting room, other outdoor locations (to SQ3, SQ4, SQ5)	38.4%
In own room, other locations at home (to SQ3, SQ4, SQ5)	25.5%
At work, in school, etc (to SQ3, SQ4, SQ5)	16.4%
In restaurants, etc (to SQ3, SQ4, SQ5)	11.1%
While walking (to SQ3, SQ4, SQ5)	9.9%
In kitchen (to SQ3, SQ4, SQ5)	4.6%
In bath (to SQ3, SQ4, SQ5)	2.8%
Other (to SQ3, SQ4, SQ5)	6.1%
Hardly ever watch One Seg television	22.9%
No answer	0.4%

Q1SQ3: In what style do you often watch your cell phone One Seg television watching? (Sample size=cell phone One Seg television watchers, multiple answer)

Easy-to-view horizontal orientation	71.3%
Usual vertical orientation	19.0%
Twisted via AQUOS hinge, ball joint – phone vertical, screen horizontal	15.7%
Placed in stand	8.6%
Other	0.6%
No particular fashion	3.7%
No answer	0.9%

Q1SQ4: For how long per session do you watch your cell phone One Seg television? (Sample size=cell phone One Seg television watchers)

Up to 10 minutes	29.8%
Up to 30 minutes	49.8%
Up to 1 hour	17.2%
Up to 2 hours	1.9%
More than 2 hours	0.9%
No answer	0.4%

Q1SQ5: What functions of your cell phone One Seg television do you use? (Sample size=cell phone One Seg television watchers, multiple answer)

Program guide	33.7%
Data transmission (interactive TV)	32.1%
Live recording functions	22.5%
Connecting to program web site	17.6%
Timer-based recording functions	9.7%
Timer-based viewing functions (On timer?)	5.6%
Off timer function	3.9%
Other	15.1%
No answer	6.1%

Q2: Would you like to use a One Seg television-capable cell phone in the future? (Sample size=12,404)

Definitely want to use	14.5%
Want to use	22.5%
Can’t say either way	33.0%
Don’t want to use	9.7%
Definitely don’t want to use	10.5%
Don’t know	6.3%
No answer	3.6%