Japan Magazine Advertising Association-Magazine Advertising Data

Now let's look at some data based on the number of minutes people spend online to compare the Internet usage of magazine readers and non-readers.
Video Research Interactive conducted a survey in which it divided Internet users participating in the study(*1) into two groups: magazine readers and non-readers. The graphs(*2) below show Internet use by the two groups over a period of one month.
As you can see, more than three-quarters of Internet users read magazines of some kind. Although there is no obvious variation in the level of Internet use, it is clear that many people enjoy both types of media and use them in different ways.


[Readership among Internet users]	[Internet use by magazine readers and non-readers]

Next we compared the level of Internet use of readers of different magazine genres.
Among the things we found out was that almost half of readers of Men's (Younger Generation) magazines or Beauty & Cosmetics magazines and readers of Entertainment magazines were heavy Internet users.
This should provide a hint when trying to figure out ways of providing information based on the interests of consumers.

[Internet Usage by Magazine Genre Read]

	[Readers of Men's (Adult) Magazines]	[Readers of Business & Finance Magazines]

[Readers of Women’s (Adult) Magazines]	[Readers of Beauty & Cosmetics Magazines]	[Readers of Maternity & Parenting Magazines]

	[Readers of Men's and Women's Sports Magazines]	[Readers of Men's and Women's Entertainment Magazines]

Note (*1): The survey was administered by the Net Rating Office at Video Research Interactive Inc., and recorded the level of Internet usage of males and female subjects of four years or older using their home PCs.

Note (*2): The survey covered the above subjects and the 4,050 respondents to a November 2007 WebPAC survey (targeting survey subjects) who said that they had used the Internet during the month of September 2008. The number of minutes each subject spent online during the month was calculated to derive a bell curve for Internet usage. The leftmost third were classified as light users, the middle third average users, and the rightmost third heavy users.
Light users spent less than 3 hours and 12 minutes online, average users between 3 hours and 12 minutes and less than 16 hours and 13 minutes, and heavy users 900 minutes or more.

In addition, magazine readers were defined using the results of the WebPAC survey as persons who had read at least one of the 364 magazines in the survey (or for readers by genre, a magazine in that genre) during the last three months.