メ環研

2020.07.07

「緊急事態宣言解除後のメディア接触調査」を実施

Media Engagement Survey after the Lifting of the Emergency Declaration

調査リリース

Release

株式会社博報堂DYメディアパートナーズ メディア環境研究所(本社:東京都港区、所長:島野真)は、「緊急事態宣言解除後のメディア接触調査」を実施。新型コロナウイルス感染拡大を受けた生活変化において、生活者のメディアライフの変化を明らかにしました。
本調査では、在宅率上昇による一時的な変化だけでなく、今後も続いていく大きな潮流「メディアの新常態」を把握することを目的としました。以下の3つが主な発見点です。

●緊急事態宣言解除後のメディア接触時間は、1月末と同程度の水準----------99.2 %
●時間の変化はないが、情報態度が変化--------------「向き合う」「確かめる」「なごむ」
●わずか4カ月間で伸びた-------------------デジタル系新メディアサービスの利用行動

緊急事態宣言解除後の5月末のメディア接触時間は、1月末を100%とした場合、99.2%で横ばい

1日あたりのメディア総接触時間(15~69歳全体・東京)を、平常時の1月末と、緊急事態宣言解除後の5月末とで比較すると、1月末を100%とした場合、5月末は99.2%で、同程度の水準であった。緊急事態宣言下のステイホーム期間では、在宅率上昇によりメディア接触時間やHUTなどの増加が報道されていたが、その変化は一時的なものであったことが判明した。

②変化したのは時間ではなく、メディアや情報への態度。「向き合う」「確かめる」「なごむ」

新型コロナウイルスの危機の中で「新型コロナの情報は積極的に集めた」という率は60.2%。自由回答でも、メディアの情報のみならず、記者会見を確認、各種SNSを駆使、信頼を求めて様々な場所にちらばる情報を丹念に追跡など、メディアやと情報に「向き合う」​傾向が強まった。
「メディアの伝えることの信頼性が気になった」65.1%、「情報の真意や鮮度に気をつけるようになった」47.5%​など、メディアや情報の質を「確かめる」傾向が見られた。
自由回答では「ラジオ、ニュースのキャスター、SNSのインフルエンサー」など、人間味のあるコンテンツで「なごむ」​態度も目立った。外出自粛は解かれたものの、新型コロナウイルスの危機はまだ収束しておらず、こうしたメディアや情報への態度は、今後も継続していくと考えられる。

③動画や雑誌などの定額制サービス、radiko、新聞社アプリ、SNSなどの利用率に変化

情報態度の変化に伴い、過去数年間、ゆっくりと伸張してしたデジタル系の新しいメディアサービスの導入が、わずか4カ月間で「加速」。各年代で利用率を伸ばしている。新しい見られ方・聴かれ方の定着、世代別コミュニケーションや、広告商品化の取り組みが、今後の課題である。

 

7th July 2020
Hakuhodo DY Media Partners Inc.
Institute of Media Environment

Hakuhodo DY Media Partners Inc. conducted a “Media Engagement Survey after the Lifting of the Emergency Declaration” 
Changes in media life in response to the spread of COVID-19
It is noteworthy that the change was not related to “engagement time” but with “attitudes toward information” and “usage behavior”

・After the lifting of the state of emergency, media engagement time was at the same level as the end of January----------99.2%
・No change in engagement time, but change in attitudes toward information and media-----”Confronting” ”Verifying” ”Comforting”
・Increased in just four months-----Usage behavior of new digital media services

Hakuhodo DY Media Partners Inc, Institute of Media Environment (Head office: Minato-ku, Tokyo; Director: Makoto Shimano) conducted a “Media Engagement Survey after the Lifting of the Emergency Declaration”.

The survey identified changes in people's media consumption due to lifestyle changes in response to the spread of COVID-19.

This survey aimed to understand not only the temporary changes caused by the rising stay-at-home rate, but the "new normal of media",  the major media shifts that will continue in the future. The following are the three main findings.

Media engagement time was 99.2% at the end of May, after the lifting of the emergency declaration. Not much difference compared to the end of January, which is taken as 100%.
Total daily media engagement time  (for all people aged 15-69, in Tokyo)  was compared between the end of January (when the situation was normal) and the end of May (after the lifting of the state of emergency).  If the rate of January was set at 100%, that of May was 99.2%, therefore, it was found to be at almost the same level. During the stay-at-home period under the declaration of the state of emergency, it was reported that media engagement time and HUT increased due to more time indoors, however it appears that the change was temporary.

The change was not related to time, but to attitudes toward information and media.   ”Confronting” ”Verifying” ”Comforting”
During the pandemic, 60.2% of respondents “actively gathered information about COVID-19.” In the free answers, it was noted that there was a growing tendency to confront media information by confirming what was said at press conferences, making full use of various social networking services, and carefully following information scattered in various places in search of trust. There was a tendency to want to “verify” the quality of what was stated in the media and other information.

For example, 65.1% responded, "I have become more concerned about the reliability of what the media report“, and  47.5% stated, "I have become more concerned about the truthfulness and freshness of information.”

Standing out in the free answers, several respondents expressed a desire for “comforting" through heartwarming content via "radio, news anchors, and SNS influencers.”

Although calls for voluntary restraint on going out have been lifted, the pandemic is not yet over, and this attitude toward the media and information is expected to continue. 

Changes in the usage rates of subscription services, such as those for video content and magazines, radiko, newspaper apps, social networking, etc.

With the change in attitudes toward information, the adoption of new digital media services, which grew slowly over the past few years, has "accelerated" in just four months. Usage rates increased among all age groups. Future challenges include establishing new ways of being watched and listened to, changing communication by generation, and the commercialization of advertising.

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