世論 What Japan Thinks

Here’s an interesting look by iShare on a topic I’ve not seen covered in detail in either Japan or the English-speaking sphere, a look at personal video creation, in particular how people use them on video sharing sites like YouTube or the Japanese equivalent Nico-Nico Douga.

Demographics

Between the 16th and 21st of June 2010 533 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 57.2% of the sample were male, 28.9% in their twenties, 35.5% in their thirties, and 35.6% in their forties.

The vast majority of videos I watch on YouTube are cat ones. However, I recently came across this slightly NSFW series of remixes of a song about a horse, which was rather entertaining.

Research results

Q1: Have you ever watched videos made by individuals on YouTube, Nico-Nico Douga or other video sharing sites? (Sample size=533)

	All	Male N=305	Female N=228
Yes, often (to SQs)	16.3%	14.8%	18.4%
Yes, sometimes (to SQs)	44.7%	45.6%	43.4%
No, never	39.0%	39.7%	38.2%

Q1SQ1: What genres of personal contents do you often watch on video sharing sites? (Sample size=325, multiple answer)

	Sample	All	Male N=184	Female N=141
Original video		52.3%	59.8%	42.6%
“Arrange” video		36.6%	38.0%	34.8%
“Arrange” music		34.2%	33.2%	35.5%
Original music		31.7%	33.7%	29.1%
Animal care, animal watching		28.9%	19.0%	41.8%
“Arrange” animation		28.3%	26.1%	31.2%
Original animation		18.8%	17.9%	19.9%
Talk, radio		9.2%	9.2%	9.2%
Other		5.8%	4.9%	7.1%

Q1SQ2: How do you most often come to learn of the personal contents you often watch on video sharing sites? (Sample size=325)

	All	Male N=184	Female N=141
Just come across them browsing video sharing sites	58.8%	59.8%	57.4%
Word of mouth on the internet	18.2%	17.4%	19.1%
Video introduced on other web site	12.3%	15.8%	7.8%
Video introduced by friends	7.1%	3.8%	11.3%
Television	0.6%	1.1%	00%
Magazines	0.3%	0.5%	0.0%
Other	2.8%	1.6%	4.3%

Q1SQ3: Have you got any particular content creaters who you keep an eye out for on video sharing sites? (Sample size=325)

	All	Male N=184	Female N=141
Yes, lots	3.4%	2.7%	4.3%
Yes, a few	20.6%	22.3%	18.4%
No, no-one	76.0%	75.0%	77.3%

Q1SQ4: Would you like to make your own video and upload it to video sharing sites? (Sample size=325)

	All	Male N=184	Female N=141
Already have done so	5.5%	7.6%	2.8%
Definitely want to	1.5%	1.1%	2.1%
If I have the opportunity	31.1%	33.2%	28.4%
Don’t want to	61.8%	58.2%	66.7%