世論 What Japan Thinks

iBridge Research Plus recently conducted a survey, reported on by japan.internet.com, into the matter of free papers.

Demographics

On the 8th of March 300 members of the iBridge monitor group completed a private internet-based questionnaire. 57.0% of the sample were male, 9.0% in their twenties, 31.0% in their thirties, 32.7% in their forties, 23.0% in their fifties, and 4.3% in their sixties.

I get about two or three free papers every fortnight through my door, usually filled with just classified advertisements and restaurant and beauty information with coupons, which I always check as my favourite local restaurant usually has a 10% off offer on the go.

Just one person reads foreigner-oriented free sheets – all I can say is that I’m glad my wife did too…

Research results

First of all, from the 300 people sampled 282 people, or 94.0%, knew roughly or in detail what a free paper was, although the exact split was not listed. These 282 were asked the following.

Q1: Have you ever read a free paper? (Sample size=282)

Yes (to SQs)	85.5%
No	14.5%

Q1SQ1: What kinds of free paper have you read? (Sample size=241, multiple answer)

	Votes	Percentage
Restaurants, pubs, other food and drink	197	81.7%
Local what’s on information	180	74.7%
Job-seeking	148	61.4%
News, information	59	24.5%
Homes	47	19.5%
Music, cinema	41	17.0%
Mail order	34	14.1%
Beauty	27	11.2%
Car, motocrycle	12	5.0%
School	9	3.7%
Sports	5	2.1%
Foreigner-oriented	1	0.4%
Other	5	2.1%

Q1SQ2: Have you made use of the information from a free paper? (Sample size=241)

Yes	69.5%
No	30.5%