Over 40% of respondents say "I do not know" the awareness questionnaire on terrestrial digital TV broadcasting and the reason for transition

Media Interactive Inc.ButG. FAccording to the questionnaire on "Digital Terrestrial Television Broadcasting" conducted in cooperation with the Ministry of the Environment, it is clear that more than 40% of the surveyed respondents say "I do not know" about the reason for shifting to "digital terrestrial broadcasting" in 2011 became.

The reason for purchasing a TV that supports terrestrial digital broadcasting has also revealed the fact that it is far from being advertised on television commercials, etc., such as the majority of responses saying "Replacing at the time of breakdown" occupies a majority.

Details are as below.
(PDF file) Joint research report on recognition of terrestrial digital television broadcasting

Questionnaire was conducted by telephone survey and net research. The former accounts for more than 70% of responses from 60s to 70s and over, while the latter replies mainly in their 30s to 50s.

First of all, when asked why we switched from terrestrial analog television broadcasting to terrestrial digital television broadcasting, it seems that there were more than 40% (telephone survey: 41.6%, net research: 41.4%) who responded "I do not know". In addition, it said that "knowing enough" about the merit of migration was less than 10%. In the gender, the percentage that men know transition reasons is high, and it seems that the middle-aged and older age has higher awareness about the reasons for transition.

People who responded "Yes" to items concerning the holding of TVs compatible with "digital terrestrial television broadcasting" were 71.2% in telephone survey and 63.0% in net research, and the net research respondents showed a lower value by 8.2 points . Especially interesting is that people with "single resident" responded with net research showed the lowest holding rate (46.2%), which is 18.4 points lower than the telephone survey result (ownership rate of single people: 64.6%) It was the result that it was. From this,Internet users who live alone have low ownership rate of "terrestrial digital television broadcasting compatible television"Although the conclusion that has been drawn out, it is presumed that not only interest but also the transition to "terrestrial digital television broadcasting" may be low interest.

In connection with the above items, I asked the owner of the "terrestrial digital television broadcasting compatible television" reason for purchase, "It was a time to replace such as a breakdown" (phone survey: 51.7%, net research: 50.2%) It seems that it was the most popular. Also, as the age increased, the proportion of "Because there was discount such as eco point system" was on the upward trend.Eco PointPurchase of home appliances using only 10 to 20% in any age, "mostly because it was a time to replace such as a breakdown". It seems that it is not actively replacing it.

In addition, when I asked the non-owner of the "terrestrial digital television broadcasting compatible television" to purchase the "terrestrial digital television broadcasting compatible television", "When the terrestrial analog television broadcasting ends" (telephone survey: 38.7% , Net research: 45.1%) showed the largest proportion, and it seems that the answer "Olympics, World Cup Event etc." (telephone survey: 0.0%, net research: 2.2%) was extremely few results.
It will be held in Vancouver from February this yearWinter OlympicsAnd from June to July2010 fifa world cupPeople who try to replace to see such events as seems to be a minority.

Even on the InternetThe Japan Broadcasting Corporation AssociationYaMinistry of Internal Affairs and CommunicationsIs conducting a guide to transition to terrestrial digital broadcasting and publicity is being done using mascot characters such as terrestrial digital cameras in commercials, but the result is "the analog broadcasting ends by July 24, 2011" Although it succeeded in notifying the fact that it is known, it seems hard to say that I can explain what the business is doing for.

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