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Television and Fixed Internet Found to be Most Important Information Sources in Japan Following Earthquake and Tsunami

June 8, 2011

TOKYO, June 8, 2011 /PRNewswire/ — comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on the use of various Japanese media sources in the aftermath of the March earthquake and tsunami disaster based on data from the comScore MobiLens and comScore Media Metrix services. The study found that the largest percentage of people (83 percent) identified television to be very important as an information source after the disaster, followed by fixed Internet (72 percent), radio broadcasts (66 percent) and mobile phones (49 percent).

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“After the events in March, people relied on a variety of media sources for the latest information and developments,” said Daizo Nishitani, comScore vice president for Japan. “TV, fixed Internet, radio and mobile phones were all critical communication channels across the country in the days and weeks following the events. The media sources that were most important and useful during this time were heavily influenced by both people’s age and regional location, underscoring the fragmented nature of media consumption in Japan.”

Television Found to be Most Important Information Source after Disaster

When asked how important various information sources were for obtaining updates after the earthquake and tsunami, 83 percent of people ranked television as very important, while 72 percent cited Internet access through a personal computer. Radio broadcasts were very important for 66 percent of people, while 49 percent specified the use of mobile phones..

    Q: How important to you were the following information sources for
    keeping updated on the disaster?
    March 2011
    Total Japan Mobile Audience Age 13+
    Source: comScore MobiLens
                                                 % of
                                             Respondents
                                              -----------
                                              Ranking as
                                                 Very
                                             -----------
                                              Important
                                              ---------
    Television                                         83%
    ----------                                        ---
    Internet Access Through a Personal
     Computer                                          72%
    ----------------------------------                ---
    Radio Broadcast                                    66%
    ---------------                                   ---
    Mobile Phone                                       49%
    ------------                                      ---

The importance of media sources varied considerably across age segments. Compared to older consumers, younger users found PC Internet and mobile devices more important as information sources after the disaster. Approximately 78 percent of people age 35-44 cited the fixed Internet as very important, accounting for the largest percentage of users ranking this medium as very important. Mobile phones were ranked as very important by more than half of users age 13-34, demonstrating the importance of this medium among younger consumers.

In contrast, television and radio broadcasts were more important sources of information for users in older age segments. Within 55-64 year olds, 90 percent ranked TV as very important, as did 91 percent of those 65 and older. Radio was ranked as very important by 75 percent of people age 55-64 and 78 percent of people age 65 and older.

    Q: How important to you were the following information sources for
    keeping updated on the disaster?
    March 2011
    Total Japan Mobile Audience Age 13+
    Source: comScore MobiLens
                               % of Respondents Ranking as Very Important
                               ------------------------------------------
                                           Internet                 Mobile
                           Television    through PC     Radio       Phone
                           ----------     ----------    -----        ------
    Age: 13 - 17                    75%           65%        51%         54%
    ------------                   ---           ---        ---         ---
    Age: 18 - 24                    73%           70%        46%         56%
    ------------                   ---           ---        ---         ---
    Age: 25 - 34                    78%           73%        55%         58%
    ------------                   ---           ---        ---         ---
    Age: 35 - 44                    74%           78%        68%         45%
    ------------                   ---           ---        ---         ---
    Age: 45 - 54                    88%           73%        67%         45%
    ------------                   ---           ---        ---         ---
    Age: 55 - 64                    90%           73%        75%         46%
    ------------                   ---           ---        ---         ---
    Age: 65  + Older                91%           68%        78%         43%
    ----------------               ---           ---        ---         ---

36.5 Million People Turn to their Mobile Phone for Information

An analysis of how people utilized their mobile devices in Japan found that 36.5 million people accessed information on their mobile phones following the earthquake and tsunami, representing 36.2 percent of the mobile population in Japan. Of those that utilized their mobile devices, 72 percent used their mobile browser, 26 percent watched television or video on their mobile, 24 percent received text or email alerts, while 6 percent used a mobile application.

    Q: In what ways did you access information on your mobile phone after
    the disaster?
    March 2011
    Japan Mobile Audience Age 13+ That Accessed Mobile Phone for
    Information after Disaster
    Source: comScore MobiLens
                                           % of Respondents
                                                 that
                                            ----------------
                                          Used Mobile Phone
                                                  for
                                          ------------------
                                          Information After
                                          -----------------
                                               Disaster
                                               --------
    Used the Internet browser on my
     mobile                                               72%
    -------------------------------                      ---
    Watched television or video on my
     mobile                                               26%
    ---------------------------------                    ---
    Received text or email alerts on my
     mobile                                               24%
    -----------------------------------                  ---
    Used an application on my mobile                       6%
    --------------------------------                     ---

Online Newspaper Sites See Visitation Grow 30 Percent

An analysis of fixed Internet usage revealed a pronounced increase in visitors to online newspaper sites in March. From February 2011 to March 2011, category visitation jumped 30 percent to nearly 32.6 million unique visitors as people turned to the web for the latest national news. Each of the top 10 newspaper sites saw visitation grow by at least double-digits during the month. Asahi Shimbun was the most-visited newspaper destination reaching 14.2 million people, more than doubling its visitor base from February. Mainichi Shimbun followed at 13.5 million (up 47 percent) with Sankei Shimbun reaching 13 million visitors (up 30 percent).

    Top Newspaper Sites by Total Unique Visitors
    March 2011 vs. February 2011
    Total Audience Japan Age 15+, Home/Work Locations
    Source: comScore Media Metrix
                                      Total Unique Visitors (000)
                                  Feb-2011     Mar-2011    % Change
    Total Internet : Total
     Audience                        73,172       73,181           0
    Newspapers                       25,081       32,595          30
    Asahi Shimbun                     6,824       14,163         108
    Mainichi Shimbun                  9,181       13,496          47
    Sankei Shimbun                   10,053       13,027          30
    NIKKEI                            7,631       10,755          41
    YOMIURI.CO.JP                     7,064       10,126          43
    Wall Street Journal Online          851        2,685         216
    The New York Times Brand            319        1,557         388
    TOKYO-NP.CO.JP                      453        1,515         234
    CHUNICHI.CO.JP                      959        1,410          47
    JMnet (JoongAng Media
     Network)                         1,002        1,291          29
    *Excludes visitation from public computers such as Internet cafes or
    access from mobile phones or PDAs.

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comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

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SOURCE comScore, Inc.


Source: newswire



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