世論 What Japan Thinks

Although other reports have shown that visitors to the home-grown competitor to YouTube, Nico-Nico Douga, stay longer and watch more per session, in terms of both visitor numbers and total viewing time, YouTube is still ahead. Therefore, this survey reported on by japan.internet.com and conducted by JR Tokai Express Research Inc looked only at YouTube.

Demographics

On the 6th of August 2008 330 members of the JR Tokai Express Research monitor group employed inb either public or private industry completed a private internet-based questionnaire. 69.7% of the sample were male, 9.7% in their twenties, 36.1% in their thirties, 41.2% in their forties, 10.6% in their fifties, and 2.4% in their sixties.

Q1 is a bit of a poor question as when you first access it defaults to the country and language setting of you browser (I think), but from a menu on top you can change both the language and the default country, so presenting a binary Japan versus USA is incorrect. I use Japan as my location and UK English as my language, so how would I answer?

Q2 is also confusing as what is entertainment? I guess that means clips from television variety programs, but it’s difficult to be sure.

Research results

From the sample, 235 people, or 71.2%, have visited YouTube. They were asked the following questions.

Q1: Do you use the Japanese version or the American version of YouTube? (Sample size=235)

Japanese version	73.6%
US version	1.3%
Both versions	21.7%
Don’t know	3.4%

Q2: What sorts of contents do you watch on YouTube? (Sample size=235, multiple answer)

	Votes	Percentage
Entertainment	146	62.1%
Music	78	33.2%
Comedy	63	26.8%
Films, animations	52	22.1%
Sports	42	17.9%
News, politics	28	11.9%
Cars, other transport	26	11.1%
Travel, events	20	8.5%
Blog, people	19	8.1%
Pets, animals	19	8.1%
Computer games	12	5.1%
Science, technology	10	4.3%
How-to, style	8	3.4%
Education	5	2.1%
Non-profit organisation, social activities	4	1.7%
Other	10	4.3%

Q3: Have you ever embedded a YouTube video into an SNS, blog, or other external service? (Sample size=235)

Yes	12.8%
No	87.2%