世論 What Japan Thinks

With Father’s Day on the horizon, iShare took a very detailed look at fathers at home.

Demographics

Over the 6th and 7th of May 2010 450 male members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. All were married with children, and with a salary of 3 million yen or more. 80.0% were in their forties, and 20.0% were in their fifties. Note that this is the first survey I can remember from iShare that included anyone in their fifties.

I can’t choose my own programs, but then again there’s not really any alternatives that I have a pressing need to watch rather than whatever mindless entertainment is on the box.

I can’t relate to the Q9SQ questions as my wife doesn’t let me near the remote control for the recorder, and anyway I can usually catch up via YouTube or Japan Probe!

Research results

Q6: Do you have a television in your living room? (Sample size=450)

	All	Forties N=360	Fifties N=90
Yes (to SQ1)	95.6%	95.0%	97.8%
No	4.4%	5.0%	2.2%

Q6SQ1: On weekdays, do you have time to choose what to watch on your livingroom television? (Sample size=430)

	All	Forties N=342	Fifties N=88
Yes, sometimes (to SQ2)	47.9%	49.7%	40.9%
Yes, always (to SQ2)	20.5%	19.0%	26.1%
No	31.6%	31.3%	33.0%

Q6SQ2: On weekdays, when do you have time to choose what to watch on your livingroom television? (Sample size=294)

	All	Forties N=235	Fifties N=59
6am to 7am	8.8%	7.7%	13.6%
7am to 8am	8.2%	6.8%	13.6%
8am to 9am	5.4%	4.3%	10.2%
9am to 10am	7.1%	6.0%	11.9%
10am to 11am	8.2%	6.8%	13.6%
11am to noon	6.8%	6.0%	10.2%
Noon to 1pm	6.5%	6.0%	8.5%
1pm to 2pm	5.8%	5.5%	6.8%
2pm to 3pm	5.8%	5.5%	6.8%
3pm to 4pm	5.8%	5.5%	6.8%
4pm to 5pm	5.4%	5.1%	6.8%
5pm to 6pm	5.1%	4.7%	6.8%
6pm to 7pm	5.4%	4.7%	8.5%
7pm to 8pm	11.6%	10.2%	16.9%
8pm to 9pm	21.1%	18.7%	30.5%
9pm to 10pm	38.8%	34.5%	55.9%
10pm to 11pm	51.0%	51.5%	49.2%
11pm to midnight	66.7%	70.2%	52.5%
midnight to 1am	46.9%	50.6%	32.2%
1am to 2am	29.3%	31.1%	22.0%
2am to 3am	13.3%	12.8%	15.3%
3am to 4am	7.8%	6.8%	11.9%
4am to 5am	6.8%	5.5%	11.9%
5am to 6am	5.4%	3.8%	11.9%

Q7: Which of the following do you have at home? (Sample size=450, multiple answer)

	All	Forties N=360	Fifties N=90
Computer	96.4%	96.1%	97.8%
Digital camera	89.3%	89.2%	90.0%
Portable audio player	70.7%	67.8%	82.2%
Digital recording device (DVD, HDD, Blu-Ray)	70.7%	70.8%	70.0%
Video camera	68.2%	70.6%	58.9%
Games console	67.8%	67.2%	70.0%
Flat-screen television	64.9%	63.3%	71.1%
Portable games machine	64.7%	63.3%	70.0%
Mini music centre	45.1%	42.5%	55.6%
Speaker system (5.1ch surround system, etc)	20.7%	20.3%	22.2%
Home theatre system (projecter, etc)	5.3%	5.3%	5.6%
None of them	1.6%	1.7%	1.1%

Q8: Which of the following would you most like one more of? (Sample size=450)

	All	Forties N=360	Fifties N=90
Computer	23.8%	23.3%	25.6%
Digital recording device (DVD, HDD, Blu-Ray)	20.4%	19.7%	23.3%
Flat-screen television	17.6%	16.4%	22.2%
Digital camera	12.4%	12.8%	11.1%
Video camera	7.6%	7.2%	8.9%
Portable audio player	5.8%	5.3%	7.8%
Games console	4.4%	4.4%	4.4%
Portable games machine	2.4%	2.2%	3.3%
Speaker system (5.1ch surround system, etc)	2.0%	1.9%	2.2%
Mini music centre	1.8%	0.6%	6.7%
Home theatre system (projecter, etc)	0.9%	0.8%	1.1%
None of them	43.6%	44.1%	41.6%

Q9: Do you have a hard disk-based video recording device at home? (Sample size=450)

	All	Forties N=360	Fifties N=90
Yes (to SQs)	76.4%	74.2%	85.6%
No	23.6%	25.8%	14.4%

Q9SQ1: Have you ever been unable to record a program because your family had filled up the hard disk? (Sample size=344)

	All	Forties N=267	Fifties N=77
Yes, often	7.3%	7.5%	6.5%
Yes, sometimes	23.5%	24.3%	20.8%
Yes, but almost never	33.4%	34.8%	28.6%
No, never	35.8%	33.3%	44.2%

Q9SQ2: Have you ever been unable to record a program because your family had already booked other shows to record at the same time? (Sample size=344)

	All	Forties N=267	Fifties N=77
Yes, often	4.1%	4.1%	3.9%
Yes, sometimes	32.6%	34.1%	27.3%
Yes, but almost never	38.1%	39.3%	33.8%
No, never	25.3%	22.5%	35.1%

Q10: For items you are fussy about, regardless of high prices do you buy them? (Sample size=450)

	All	Forties N=360	Fifties N=90
Yes, often (to SQ)	22.2%	20.3%	30.0%
Yes, sometimes (to SQ)	63.1%	64.2%	58.9%
No	14.7%	15.6%	11.1%

Those with no complaints were 10 percentage points more likely to often buy expensive stuff than those with no complaints from Q1.

Q10SQ: What aspects of items you are fussy about are important to you? (Sample size=384, multiple answer)

	All	Forties N=201	Fifties N=183
Features, functions	93.2%	93.4%	92.5%
Price	59.1%	57.9%	63.8%
Design	42.7%	43.8%	38.8%
Manufacturer, brand	34.1%	33.2%	37.5%
Safety	20.8%	21.7%	17.5%
After service	14.3%	14.8%	12.5%
Size	13.5%	13.5%	13.8%
Country of origin	9.9%	9.9%	10.0%
Being in vogue	4.2%	4.3%	3.8%
Other	2.1%	2.0%	2.5%