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Adults in Japan Focus Media Time on TV

And digital time is mostly spent on the desktop

November 16, 2016 | Media Buying

TV is still the medium of choice for adults in Japan. Unlike in some countries, TV still gets more attention from the average adult in Japan than digital media, according to eMarketer’s latest forecast of time spent with media.

Average Time Spent per Day with TV* vs. Digital Media by Adults in Japan, 2013-2018 (hrs:mins)

This year, eMarketer estimates, adults in Japan will spend 3 hours and 19 minutes per day watching TV—compared with 2 hours and 58 minutes with digital devices. However, time spent with TV is forecast to drop this year, albeit by just 1%, while digital, thanks to heavy growth in mobile, is projected to grow by more than 6%.

By 2018, the end of eMarketer’s forecast period, digital will have closed the gap: The average adult will spend 3 hours and 14 minutes, or 45% of daily media time spent, with digital—just 3 minutes behind TV. In 2018, mobile will account for more than half of all digital media time, or 1 hour and 54 minutes.

Average Time Spent per Day with Desktop/Laptop* vs. Mobile Internet by Adults in Japan, 2013-2018 (hrs:mins)

“Although TV remains the king of entertainment in Japan, it is facing strong headwinds from a change in viewer habits, especially among the younger generation, towards digital content,” said eMarketer forecasting analyst Shelleen Shum. “Younger viewers who tend to be more internet savvy spend less time watching TV than older viewers. As Japan has a high proportion of elderly people, TV is expected to remain an indispensable medium for a longer time compared to other industrialized nations.”

Consumers in Japan spend more time accessing the internet from PCS than on mobile devices. In 2017, nonvoice mobile use will overtake internet use on desktops and laptops for the first time. This year, the average adult will spend 1 hour and 19 minutes daily with nonvoice mobile activities, compared with 1 hour and 20 minutes on desktops and laptops.

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