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Omni-Viewing of Accelerating Videos [2]The Penetration of Internet Video, The Latest Trends in Viewing Habits
2014 was a year of significant focus on video content, marked by internet video creators gaining media attention and becoming a hot topic, as well as major commercial broadcasters actively expanding their online program distribution.
Consequently, we conducted a "Web Survey on Video Viewing" targeting men and women aged 15 to 79 nationwide to analyze what kind of videos they watch, where, when, and how frequently. Note that this survey analyzes the "net-active demographic" – those who are already registered with survey company panels via computer.
◆ Internet video viewing has penetrated a wide range of age groups.
Younger Viewers Are Heavier Consumers
Overall, 86.0% of respondents watch internet videos at least once a month, revealing that video viewing behavior is widespread across broad age groups. Among the younger demographics, the focus of this discussion, heavy viewers who watch "almost daily" are particularly numerous among males. Specifically, 47.4% of male teens and 39.4% of males in their 20s fall into this category. While female rates are lower than males, female teens still reach 30.9% and females in their 20s reach 26.3%.
◆ 80% use PCs, younger generations use smartphones.
Solo viewing at home is the overwhelming majority.
Among internet video viewers, PCs accounted for 80% of devices used for video viewing overall, while smartphones accounted for 30%. However, smartphone viewing is particularly popular among younger demographics. Notably, teenage and twenty-something women scored higher for smartphones than PCs, indicating they watch videos even on relatively small-screen devices. Regarding viewing environments, solo viewing at home is overwhelmingly common, often occurring during relaxation. A distinctive trend among younger viewers is strong pre-sleep viewing, suggesting they watch videos in a relaxed state.
◆ For both men and women, the daily viewing time for teens and those in their 20s
averages over 1 hour
When examining daily viewing time, the groups averaging over one hour were: male teens (78.73 minutes), male twenties (69.77 minutes), female teens (75.51 minutes), and female twenties (60.57 minutes). This shows longer viewing times among younger demographics for both genders. From the perspective of viewing time, internet video viewing behavior is no longer exceptional, particularly among younger demographics.
◆ Starting with "searches," "online articles," and "related videos,"
then watch "user-generated videos," "music PVs," and "TV programs"
Regarding pathways to video viewing, overall, about half responded "I searched myself," followed by "from internet articles" and "from related videos." Among younger audiences, the "I searched myself" score was higher than the overall average, indicating that search behavior is a strong driver prompting video viewing among younger demographics.
The most commonly viewed genre is "User-Generated Videos" (defined here as videos posted by individuals or groups), accounting for 44.3% overall. This is followed by "Music PVs" and "TV Programs." "Music PVs" scored particularly high among younger women, and "TV Programs" also show a relatively strong viewing tendency among younger women, though the generational gap is not significantly large.
◆ Young Women Who Feel Like Sharing After Watching Videos
Women are more likely than men to want to tell others about the videos they watch. Young women, in particular, frequently "talked about it in conversation," showing a strong tendency to want to share or recommend videos they found interesting. Furthermore, compared to other age groups, young people have more experience filming, editing, and posting videos, meaning they possess characteristics of both video consumers and creators.
【Overview of Web Survey on Video Viewing】
・Survey Method: Internet survey
・Survey Area: Nationwide
・Survey Participants: 4,900 men and women aged 15 to 79
・Survey Period: September 19–21, 2014
・Survey Company: Video Research Ltd.
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Author
Manabu Tachiki
Dentsu Inc.
Since joining the company, I have been responsible for generational research, male consumer trend research, and projects focusing on trending and notable products. After handling major automotive companies in the Sales Division, I worked at DENTSU SOKEN INC. developing insights for the Chinese and Indian markets. From January 2012, began producing "Japan's Advertising Expenditures," "World Advertising Expenditures," and the "Information Media White Paper," while also building various audience insights. Transferred to a section handling internet advertising sales at Dentsu Inc. in 2016. Joined Dentsu Inc. Media Innovation Lab in 2019, and has been with Dentsu Inc. Future Forecasting Support Lab and Future Business Creation Lab since 2020.
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