How has ICT Changed People s Lifestyles? Utilization 18th 1st: Korea nd: Sweden rd: Canada th: USA th: Singapore 57.

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1 Part 2 Special Theme: Toward the Realization of a Symbiotic Networked Society Chapter 1 How has ICT Changed People s Lifestyles? Section 1 International Comparison of ICT Infrastructure and Utilization As a prerequisite for reviewing the utilization and penetration rates of our nation s ICT infrastructure, here we will analyze Japan s ICT infrastructure and status of utilization in comparison with those of other countries. 1. Evaluation method Part 1, Chapter 1, Section 1.3 of the 1 White Paper on Information and Communications in Japan, 25 countries including Japan are compared in terms of overall ICT progress, with further international rankings in eight areas employing 16 indicators, based on the levels of ICT penetration and progress in other countries. This year, the same indicators and methods are used, and the number of countries increased to 37, with Eastern European and Middle Eastern nations, etc. added in the interest of regional balance. 2. evaluation and evaluation by area The results of comparison are shown in Figure Figure ICT progress : rankings by area and indicator Utilization 18th 1st: Korea nd: Sweden Individual usage: 12th 2nd: Netherlands 3rd: Denmark 4th: UK 3rd: Canada nd: Estonia rd: Korea th: Japan ICT Progress Infrastructure (penetration) 3rd 12th.6 2nd: Sweden 1st: Denmark 2nd: Finland.5 3rd: Sweden 3rd: Japan th: Norway th: Denmark th: Norway 5th: Korea.9.3 3rd: Canada th: USA th: Sweden th: Japan th: Japan st: Japan 2nd: Sweden 3rd: Korea th: USA st: UAE 3rd: Sweden 4th: Switzerland.8 4th: Denmark 2nd: Finland th: Austria th: Japan 49.6 (5) Internet household penetration: 11th (8) Mobile phone penetration: 25th (6) Fixed broadband penetration: 14th (9) Mobile broadband penetration: 3rd (7) Fixed broadband cost: 9th (1) Mobile phone cost: 27th 1st 1st: Japan 2nd: Sweden 3rd: Portugal 4th: Korea 5th: Norway 5th: Norway 5. Mobile environment penetration: 16th 62.2 Infrastructure (development) 6. Innovativeness: 1st (4) Contribution to internal government efficiency: 26th th: Norway 45.6 (3) Extent of services geared towards the public: 11th (2) Corporate Internet usage: 7th 2nd: Denmark 12th: Japan th: USA 3rd: Netherlands Fixed network penetration: 12th 1st: Korea 1st: Korea th: Japan (1) Individual Internet usage: 12th 1st: Korea 2nd: Singapore 4th: UK 5th: Singapore th: Japan 3. Government usage: 23th 1st: Sweden th: Finland 4th: USA Corporate usage: 7th 1st: Norway Stability: 3rd 1st: Korea nd: Netherlands rd: Japan.8 8. Permissiveness: 1st 1st: Japan 2nd: USA 3rd: Korea th: Finland.4 4th: Denmark 5th: Sweden.2 5th: Sweden (11) Fixed broadband max speed: 1st (13) Fixed broadband quality: 2nd (15) No. of Internet hosts: 11th (12) Ratio of 3rd gen mobile phones: 1st (14) Number of reliable servers: 15th (16) Optical fiber ratio: 1st *Figures on graph are all deviation values (numbers from the second decimal place onward rounded up or down.) Only the top five countries are shown (however, six are shown in cases where Japan ranks sixth or below) *Deviation values for each area represent the average for all indicators in this area (deviation values) *Values for the categories Utilization (overall), Infrastructure (penetration) (overall) and Infrastructure (improvement) (overall) are the averages of deviation values for all areas in each category *The value for ICT Progress is the average of the deviation values for all indicator (Source) Ministry of Internal Affairs and Communications International Comparative Survey on ICT Infrastructure (11) 7 With consideration for regional balance, availability of source data and continuity of data reporting, etc., to the 25 countries selected last year ((1) Japan, (2) the US, (3) The UK, (4) South Korea, (5) Singapore, (6) Sweden, (7) Denmark, (8) Italy, (9) India, (1) Australia, (11) Austria, (12) The Netherlands, (13) Canada, (14) Switzerland, (15) Spain, (16) Germany, (17) New Zealand, (18) Finland, (19) Brazil, () France, (21) Belgium, (22) Portugal, (23) South Africa, (24) Russia, and (25) China) were added to five countries ((26) Norway, (27) the United Arab Emirate (UAE), (28) Estonia, (29) Malaysia, and (3) Chile). 8 CW3_A971D2.indd 8 11/1/18 :43:36

2 In terms of the overall ranking (overall ICT progress) encompassing ICT infrastructure (improvement, penetration) and rate of utilization, South Korea came in first, Sweden second, and Japan third out of 3 countries, followed by Norway and Denmark. In the Infrastructure (improvement) category, while Japan ranks third in 7. Stability, it came in first in terms of 6. Advancement and 8. Capability, and it is safe to say that Japan is first in this category overall. In terms of Infrastructure (penetration), Japan is 12th for area 4. Fixed network penetration and 16th for area 5. Mobile environment penetration, combined for a ranking of 12th worldwide. Compared with the firstplace ranking for Infrastructure (improvement), this could be called quite a poor ranking. In terms of Utilization the overall ranking is 18th, below the median (15th), a particularly low ranking in comparison to Infrastructure (both Development and Penetration.) 3. ICT status in high-ranking countries Below, we will examine the characteristic features of the countries ranked in the overall top five, besides Japan, comparing by area and indicator. - South Korea South Korea ranks first out of 3 countries for Utilization, fi fth for Infrastructure (penetration), and third for Infrastructure (improvement), and makes a very strong showing overall. In particular, it is the top country out of the 3 for indicator 3. Availability of online services for citizens in area 3. Government utilization ; indicators 5. Internet penetration rate for households and 7. Fixed broadband charges in area 4. Fixed network penetration ; and indicator 13. Fixed broadband quality in area 7. Stability. - Sweden Rankings are high overall in terms of ICT infrastructure (improvement, penetration) and rate of utilization, and in particular, is ranked first out of 3 for the indicator 2. Corporate Internet usage in area 2. Corporate utilization. - Norway Norway is ranked first out of 3 for indicator 1. Individual Internet usage and indicator 1. Cellular phone charges in the area 5. Mobile environment penetration. - Denmark Denmark is ranked first out of 3 for indicator 6. Penetration rate of fixed broadband in area 4. Fixed network penetration, and makes a strong showing in terms of 1. Individual Internet usage and 1. Cellular phone charges as well. Section 2 Changes in the ICT Infrastructure Environment The broadband era in Japan began in 1, and a decade down the road, Japan has access to the many blessings of the digital revolution. We would like to take this 1-year turning point as an opportunity to look back on the progress of the nation s ICT infrastructure thus far. Previous White Papers on Information and Communications have compared Japan s ICT infrastructure to those of other nations, and organized data on the degree of penetration of said infrastructure, but here we will take a long view, temporally speaking, and consider the trajectory of development over the past decade. 1. Internet penetration (1) Broadband Internet penetration In 2, 7.6% of household PC Internet users had narrow-band access, but by 4 the number of broadband users surpassed the number of narrow-band8 users, and by 1, broadband9 access including DSL, FTTH and cable Internet accounted for 77.9% of subscriptions (Figure ). Figure Change in household PC Internet access method (%) (Year-end) Narrowband subscriptions Broadband subscriptions * Narrow-band statistics kept since 2 (Source) Ministry of Internal Affairs and Communications Survey on the Impact and Reciprocal Relationship of ICT Infrastructure Progress and Citizens Lifestyles and the Social Environment (11) (prepared on the basis of MIC Communications Usage Trend Survey ) 8 Indicates either dial-up, ISDN, cellular phone, or PHS connection 9 One of the following services: optical fiber (FTTH), cable TV (CATV subscription ), DSL, 3G mobile phone, fixed wireless subscription (FWA), or BWA 9

3 A. Growth through rapid spread of DSL DSL service was launched in, with rules regarding fees and technical conditions for connection of unbundled1 subscriber lines put in place in August of the same year, and various new providers putting affordable DSL services such as Yahoo!BB on the market in 1. Fees gradually fell for all providers, including NTT East Japan, the first to offer DSL to consumers. Connection speeds progressively increased, and the number of subscribers rose dramatically, surpassing 1 million in 3, three years after the start of service. B. Increasing use of cable Internet Cable Internet was introduced in 1996, earlier than DSL, and the number of subscribers has shown ongoing growth ever since. In terms of connection speed, service with speeds of up to 1Mbps was launched by JCOM in 5, and services with maximum speeds of 1Mbps are now available. Both speed and bandwidth are continually increasing. C. Increasing use of, and shift to FTTH FTTH, which is capable of higher speeds than DSL, got a full-fledged start in 1, and while it has grown in prevalence since then, it lagged behind the growth of DSL between 1 and 4 (Figure ). However, as the price has fallen since service was launched, its growth in popularity has been continuous, and in 8 the number of subscriptions surpassed that of DSL which had been declining since 5. With the Internet era entering a new phase, there is an ongoing shift from DSL to FTTH, which can now be called the key means of broadband access. 2. Mobile Internet penetration The advent of mobile phone IP addresses that enable connection to the Internet using mobile phones made it possible to send and receive and browse mobile websites via mobile phone. This led to the rise of a new business model in which users register with content providers operating sites with attractive content or convenient services and pay monthly fees together with their phone bills, and led in turn to the appearance of a wide variety of mobile phone-oriented online content. The percentage of people accessing the Internet via a mobile device such as a cellular phone, PHS phone or personal digital assistant (PDA) (Figure ) rose dramatically between 2 and 5. This was due in part to the appearance of flat-rate price plans for mobile Internet packets, which mobile phone carriers began offering in 3, and which allowed users to access the Internet by mobile phone without worrying about the cost. It can be said that this led to the personalization of Internet use by creating an environment in which individuals could connect to the Internet without having to use a shared device such as a home computer. In 1, second-generation (2G) mobile phones began to be replaced by third-generation (3G) phones capable of high-speed data transmission, and the shift continued to the point where 98.8% of mobile phones are 3G (Figure ) as of the end of FY1. As a result, not only has Internet access become more personalized, but mobile Internet access is increasingly faster and higher-capacity (richer.) Figure Change in number of broadband subscribers by type of line (1, subscriptions) 4, 53(BWA) 7(BWA) 1(FWA) 1(FWA) 1(FWA) (FWA) 8 1(FWA) (FWA) 1,1 1,13 3(FWA) 324 1, ,424 3(FWA) 248 1,448 3,5 3, 2,5 2, 1,5 1, 22 7(DSL) (FWA) 3(FWA) 3(FTTH) ,333 1, FTTH DSL CATV 1,133 7 FWA 1,442 1,7 1, (Year-end) BWA (Source) Ministry of Internal Affairs and Communications Survey on the Impact and Reciprocal Relationship of ICT Infrastructure Progress and Citizens Lifestyles and the Social Environment (11) 1 Among functions pertaining to connection with Category I designated telecommunications facilities, unbundled are those required by other carriers which are subdivided and provided for use 1 CW3_A971D2.indd 1 11/1/18 :43:38

4 Figure Percentage of people accessing the Internet via a mobile device Figure Change in cumulative number of 2G and 3G mobile phone subscriptions (%) 9 (1, subscriptions) 12, ,813 1, 7 8, , Introduction of flat-rate price plans 3, ,669 1,96 9,963 8,81 6,991 4,833 4, 2, 6,878 6,523 6,926 5,665 6,114 4,346 2,681 1, (Fiscal year-end) (Year-end) 2G 3G (Source) Ministry of Internal Affairs and Communications (MIC) Survey on the Impact and Reciprocal Relationship of ICT Infrastructure Progress and Citizens Lifestyles and the Social Environment (11) (prepared on the basis of MIC Communications Usage Trend Survey ) (Source) Ministry of Internal Affairs and Communications Survey on the Impact and Reciprocal Relationship of ICT Infrastructure Progress and Citizens Lifestyles and the Social Environment (11) 3. Digital broadcast penetration (2) Progress of multi-channel broadcasting (1) Digital terrestrial broadcast penetration Digital terrestrial broadcasts began in December 3 in the three major urban areas based around Kanto, Chukyo and Kinki, and gradually spread to other areas until broadcasts were taking place in all Japanese prefectural capitals and elsewhere. On July 24, 11, analog broadcasts ceased and terrestrial broadcasts became fully digital except in the three prefectures (Iwate, Miyagi, Fukushima) severely affected by the Great East Japan Earthquake. With the widening of broadcast area, prevalence of digital receivers grew, with the number of receivers equipped to receive digital broadcasts topping 1 million in 1 (Figure ). Figure Change in cumulative number of digital terrestrial receivers (1, receivers) 1, 13,6 1,, 66,734, 45,91, Section 3 Changes in Lifestyles Triggered by ICT Services Japan s ICT infrastructure is among the world s most advanced, and there is no doubt that Japanese lifestyles have changed considerably due to the use of ICT. Here we will analyze these changes according to age, etc., giving attention to communication, information-gathering, purchasing, labor and leisure behavior. 3,485, 736 3,162 As satellite broadcasting becomes increasingly digitized, it has grown as a multi-channel medium. Looking at satellite broadcast subscriber figures for FY9, we see that the number of subscribers to some satellite services decreased, but the number of subscribers to other services increased continuously. The number of households subscribing to cable TV has continued to grow as well, to million in FY9, a 2.6-fold increase over the decade since It is evident that multi-channel environments in which viewers can choose from a wide variety of content are becoming increasingly prevalent. 17,286 8, (Year) (Source) Ministry of Internal Affairs and Communications (MIC) Survey on the Impact and Reciprocal Relationship of ICT Infrastructure Progress and Citizens Lifestyles and the Social Environment (11) (prepared on the basis of the Japan Electronics and Information Technology Industries Association Shipments of Digital Terrestrial Television Receivers in Japan ) 1. Changes in communication behavior In recent years, social media such as blogs and SNS have become increasingly prevalent and the number of users is still on the rise. With this comes the trend, particularly among the young, toward diversification of communication methods, and in some cases toward an 11 CW3_A971D2.indd 11 11/1/18 :43:39

5 affinity for cyber communications such as and text messaging rather than face-to-face communication. The following is an analysis of attitudes toward communication and the present-day realities of person-to-person relations and networks. (1) Metamorphosis of communication behavior A comparison of amounts of time spent reading and writing and text messages in 5 and 1, by age group, shows especially dramatic growth ( minutes a day) in mobile phone text messaging among the -29 age group. In both years, times spent were longer among the 1-19 and -29 age groups (Figure ). A. Trends in online information consumption and production orientation An examination of communication trends by age group and orientation shows that the 1-19 and -29 age groups are strongly oriented toward connection with Figure Average amount of time spent reading and writing PC or mobile phone text messages, by age group, in all situations Change in average amount of time spent reading and writing mobile phone text messages, by age group Change in average amount of time spent reading and writing PC , by age group Trend toward increase more pronounced than overall Trend toward increase more pronounced than overall (Min./day) min./day Aged Aged Aged (Min./day) min./day Aged 29 Aged Aged Aged Aged Aged Aged Aged Aged 1 19 Trend toward increase more pronounced than overall Lifestyles and the Social Environment (11) (prepared on the basis of Information Behavior in Japan, 5 and Survey of Information Behavior in Japan, 1 ) Figure Desire for connectedness, by age group Desire for interpersonal interaction (1) Desire for interpersonal interaction (2) I like being with people I like being connected to friends and acquaintances at all times Aged Aged Aged (%) Aged 1 19 Aged Aged Aged Aged 49 Aged Aged Aged Aged Agree Disagree * Agree includes the responses I agree and I more or less agree, while Disagree includes the responses I disagree and I more or less disagree. Agree 1 (%) 46.2 Disagree * Agree includes the responses I agree and I more or less agree, while Disagree includes the responses I disagree and I more or less disagree. Lifestyles and the Social Environment (11) (prepared on the basis of Survey of Information Behavior in Japan, 1 ) 12 CW3_A971D2.indd 12 11/1/18 :43:

6 others, with more respondents saying they like being with people and like the sense of constant connection with friends and acquaintances. This trend is particularly noticeable among the 1-19 age group (Figure ). It can be seen not only as a factor in the growing use of SNS, but also as an extension of the use of mobile phones through which users are always connected. 2. Changes in informationgathering behavior With Internet utilization continually on the rise, there is an increase in the amount of information disseminated by consumers via social media, etc. that supplements the information provided by businesses, and both the volume and diversity of the information available on the Net are growing. There is also increasing diversification of formats in which information is provided, and drastic changes in methods of gathering and utilizing information. How are users currently making use of the multiple information sources available? (1) Websites as sources of useful information Examination of information sources by type of information reveals that in 5, the utilization rate of PC websites was low across the board in 5, but in 1 it was the dominant source of shopping and product in- formation and travel and tourism information, and the utilization rate had risen overall. Computers are among the top three information sources for the majority of categories, indicating their firm position as a key source of information. A. Changes in perceived importance and reliability of information sources Measurement of the perceived importance of TV, newspapers and the Internet, three key means of obtaining information, shows that there is no major change in the perceived importance of the two conventional information sources, TV and newspapers. However, the percentage of people perceiving the Internet as important rose. percentage points between 5 and 1, to 61.4%. In terms of different age groups perceptions of the importance of TV and the Internet, there was no major change for TV between 5 and 1, with the vast majority regarding it as important across all age groups (Figure ). Perceptions of the Internet, however, vary widely by age group. Already in 5, there was strong recognition of its importance among the 1-49 age segment, and in 1 more than % of the -29 age group regarded it as important, an indication that for certain age groups it is already on a par with TV as a vital information source. Figure Perceived importance and reliability of TV and the Internet by age group 5 1 Aged Aged Aged Aged Aged Aged Aged 5 59 Aged 69 1(%) 61.4 Aged 1 19 Internet Aged 3 39 Aged Aged 29 1(%) 92.9 Aged (%) 54.7 Aged 1 19 Aged Aged Aged Aged 69 Aged 69 TV 89.9 Aged 5 59 Aged Aged 3 39 Aged 49 Internet 1(%) 92.1 Aged 29 TV 33.3 Lifestyles and the Social Environment (11) (prepared on the basis of Information Behavior in Japan, 5 and Survey of Information Behavior in Japan, 1 ) 13 CW3_A971D2.indd 13 11/1/18 :43:42

7 3. Changes in purchasing behavior The growing prevalence of the Internet has led to a rise in the percentage of people who use it to purchase goods and services. There is a major difference between the purchasing behavior of conventional consumers and that of those who shop online. We have surveyed and analyzed the changes in shopping behavior and their impact, as outlined below. (1) Changes in the purchasing process The rise of Internet shopping has driven a trend of businesses handling a wide range of products in small quantities to meet niche demand. A uniquely Internetoriented purchasing process, of first executing a search, then comparing multiple sites and weighing options based on buyer feedback available online, and finally making a purchase, has become predominant (Figure and ). 4. Changes in work behavior Changes in work behavior reflect changes in communication and information-gathering behavior which are particularly pronounced among the young. Here we shall analyze one highly relevant aspect, namely job hunting. Figure A different purchasing process used for online shopping A different purchasing process used for Internet shopping AIDMA Attention Interest Attention Interest Desire Memory Action General product purchasing process AISAS Online-shopping purchasing process (Basic model) AISCEAS Online-shopping purchasing process (Process Expanded model) Search Action Information sought online via search engines Purchasing process peculiar to internet Attention Interest Search Information sought online via search engines Comparison Comparison of similar products on multiple sites Share Feedback on product and level of satisfaction shared online Examination Action Consideration of whether to purchase based on user feedback, etc. Share Feedback on product and level of satisfaction shared online Lifestyles and the Social Environment (11) Figure Internet shopping behavior patterns (purchasing style) Search for and purchase products in a specific web store Search for and purchase products using search engines Search for and purchase products in a specific web mall Search for and purchase products on a price comparison site 17.2 Purchase products first seen in brick-and-mortar stores in a web store 15.8 Purchase multiple products at one time (in order to reach minimum for free delivery, etc.) 14.6 Purchase products first seen in a web stores online, after checking them in brick-and-mortar stores 11.8 Repeatedly purchase same product in a specific web store Purchase products that catch one s attention when browsing the Net Search for and purchase products sold by aspecific company in a specific web mall 6.7 Purchase products recommended by Purchase in bulk, including for friends and relatives Purchase products encountered through SNS, blogs etc. 4.9 Repeatedly purchase same product on a variety of websites 4.2 Purchase products recommended by friends/ acquaintances Purchase products recommended by webstore s suggestion function 1.2 Others.2 (N=2,1) (%) Lifestyles and the Social Environment (11) (prepared on the basis of METI Survey on Actual Conditions and Market Size of Electronic Commerce ) 14 CW3_A971D2.indd 14 11/1/18 :43:43

8 (1) Changes in the job-hunting process tions, etc.), with 85.6 million people engaging in these activities in 9. This surpasses the number of people engaging in traditional leisure activities such as driving, domestic travel, and dining out, and clearly indicates the degree to which computers (computer games, hobbies, communications, etc.) have gained prominence as a leisure activity. Comparison of the information sources that newly hired employees had used to hunt for jobs in 1 and 1 shows that while in 1, Internet-related sources were prevalent among university seniors, by 1 Internet sites of companies and job hunting-related Internet sites were predominant among the general population as well, indicating that the Internet is an indispensable source of job-hunting information across the board (Figure ). (2) Trends in usage of information media during leisure hours We assessed the perceived importance of three types of information media as means of obtaining enjoyment, in other words as hobbies or pastimes. The results showed that the perceived importance of TV, a firmly established pastime, had not changed, and that of newspapers remained largely unchanged as well (Figure ). The perceived importance of the Internet, however, had increased 17.4% between 5 and 1, with approximately % of respondents viewing it as an important means of obtaining enjoyment, second to TV. This illustrates the growing importance of the Internet as a hobby and leisure activity. 5. Changes in leisure behavior In recent years, Internet applications have been diversifying, and it is now a major communication and leisure medium as well as a means of shopping and obtaining information. Here we shall analyze the accompanying changes in use of leisure time. (1) Increasing use of computers during leisure hours When one hears the phrase leisure activities, one generally thinks of dining out or traveling, etc., but growing use of the Internet is driving a shift in the way leisure hours are spent. According to the White Paper on Leisure (Figure ), there is a wide variety of leisure activities that involve the use of information media, such as watching videos and listening to music (on CD, records, tapes, FM radio, etc.), but leading the group was computers (computer games, hobbies, communica- Figure Sources of job-hunting information used by newly hired company employees 1 1 Job postings to schools (four-year universities) 1 (%).7 Job postings to schools (overall) 48.2 Job listing publications issued by private companies (overall) Job postings to schools (overall) Job postings to schools (four-year universities) Job listing publications issued by private companies (overall) 56.3 Job listing publications issued by private companies (four-year universities) 72. Job listing publications issued by private companies (four-year universities) Employer websites (overall) 72.6 Employer websites (overall) 9.8 Employer websites (four-year universities) Job-search websites (overall) 92.1 Hiring information pamphlets prepared by employers (overall) 79.2 Hiring information pamphlets prepared by employers (four-year universities) General publications (corporate quarterly reports, institutional research publications, etc.) (overall) General publications (corporate quarterly reports, institutional research publications, etc.) (four-year universities) Employer briefing sessions (overall) Employer briefing sessions (four-year universities) Employer websites (four-year universities) 86. Job-search websites (four-year universities) Hiring information pamphlets prepared by employers (four-year universities) General publications (corporate quarterly reports, institutional research publications, etc.) (four-year universities) Hiring information pamphlets prepared by employers (overall) General publications (corporate quarterly reports, institutional research publications, etc.) (overall) 36.4 Employer briefing sessions (overall) Employer briefing sessions (four-year universities) 1 (%) 47.1 Job-search websites (overall) 71.3 Job-search websites (four-year universities) Lifestyles and the Social Environment (11) (prepared on the basis of Japan Productivity Center White Paper on the New Recruit s Perception of Work ) 15 CW3_A971D2.indd 15 11/1/18 :43:44

9 Figure Number of people engaging in leisure activities 9: Top 1 leisure activities (Unit: 1, people) 2, 4, 6, 8, 1, Computers (computer games, hobbies, communications, etc.) 8,5 6,7 Driving Domestic travel (escaping from hot or cold climate, hot spring bathing, etc.) 6,39 Dining out (excluding routine meals eaten out) 6,37 Movies (excluding those shown on TV) 5,2 Listening to music (on CD, records, tapes, FM radio, etc.) 5,15 Zoos, botanical gardens, aquariums, museums 5, Watching videos (including rental) 5,1 Karaoke 5, The lottery 4,95 Lifestyles and the Social Environment (11) (prepared on the basis of Japan Productivity Center White Paper on Leisure ) Figure Perceived importance of hobbies and leisure activities 5 Internet 1 (%) TV Newspaper important Internet Cannot say either way Not important 1 (%) TV Newspaper important Change in important response.1% 5.7% 17.4% Cannot say either way Not important Lifestyles and the Social Environment (11) (prepared on the basis of Information Behavior in Japan, 5 and Survey of Information Behavior in Japan, 1 ) 6. The emergence of multi-tasking to personalization of online behavior as well as facilitating the simultaneous use of TV and Internet, which can be seen as a factor behind the emergence of multi-tasking behavior. The growing prevalence of multi-tasking behavior in recent years has been pointed out. A survey of 16- to 24-year-old male and female youth living in Tokyo showed that a great number text-message or browse websites on their mobile phones (64.9%) or fiddle aimlessly with their mobile phones (37.6%), indicating that this kind of multi-tasking with mobile phones while watching TV is becoming the norm among the generation known as digital natives (Figure ). Increasing use of mobile phones to access the Internet has led 16 CW3_A971D2.indd 16 11/1/18 :43:45

10 Figure Multi-tasking behavior while watching TV Text message or view websites on mobile phone 51.1 Read books, magazines, newspapers or comic books 37.6 Fiddle aimlessly with mobile phone or view sites on PC 22.8 Play video games (including on mobile phone or computer) 13.8 View videos on PC via YouTube, etc. View videos on mobile phone (including one-seg broadcasts and playback of recorded content) 7 (%) 9.3 Lifestyles and the Social Environment (11) (prepared on the basis of the Broadcasting Ethics & Program Improvement Organization How Do Digital Natives Watch TV? A 3-Person Survey of TV Program Viewing Habits ) 17 CW3_A971D2.indd 17 11/1/18 :43:46