Media Consumption. Overview of Japanese Media Consumption (1) Newspaper (n=3,552) TV (n=4,039) Radio (n=2,254) Magazine (n=2,848)

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1 Overview of Japanese (1) Consumption Rate of each Medium Average Dates of per Week (n=4,092) (%) (Days) Newspaper Newspaper (n=3,552) 5.8 TV TV (n=4,039) 6.7 Radio Radio (n=2,254) 4.0 Magazine Magazine (n=2,848) 1.6 Internet Internet (n=2,546) 5.6 0% 20% 40% 60% 80% 100% Reading (Viewing) Not reading (not viewing) NA Source: The Japan Newspaper Publishers & Editors Association, 2011, "National media contact and evaluation survey"

2 Overview of Japanese (2) Average Consumption a day (n=4,092) (minu) Newspaper 26.7 TV Radio 96.3 Magazine 25.4 Internet Source: The Japan Newspaper Publishers & Editors Association, 2011, "National media contact and evaluation survey"

3 Overview of Japanese (3) Ad Contact Rate of each Medium (n=4,092) Newspaper TV Radio Magazine Digital (PC) Digital (Mobile) % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Usually Read (View or listen) Ad Usually don't read (view nor listen) this medium Usually don't read (view nor listen) ad NA Source: The Japan Newspaper Publishers & Editors Association, 2011, "National media contact and evaluation survey"

4 Overview of Japanese media Consumption (4) Impression and Evaluation of each Medium (n=4,092) (%) Advertiser's CSR activities are well- informed Idea of top managers is well-informed on the ad Advertiser's philosophy is well-informed on the ad Information on the ad is easy to understand Able to get to know new products on the ad Information on the ad is reliable Newspaper TV Radio Magazine Internet (PC) Internet (mobile) Source: The Japan Newspaper Publishers & Editors Association, 2011, "National media contact and evaluation survey"

5 Internet Users: High Penetration rate Trends of Number of Internet users and Population Penetration rate 10 thousand people % 12, ,000 8,000 6, , ,730 7, ,529 8,754 8, , ,408 9,462 9,610 9, , , No. of user Population Penetration Rate Source: MIC, "2012 Communications Usage Trend Survey"

6 Smartphone Access is Dramatically Increasing Over 80% of Japanese access to internet on mobiles, especially on Smartphone. Breakdown of Internet access terminals (End of 2012) Internet Usage Rate 79.5 PC at home 59.5 Mobile phone 42.8 PC outside the home Smartphone Tablet terminal Home-use game console/others TV set capable of connecting to the internet % 10% 20% 30% 40% 50% 60% 70% 80% Source: MIC, "2012 Communications Usage Trend Survey"

7 Japan is a "Developing country" in terms of Smartphone usage Smartphone Penetration Rate in Korea Singapore Australia UK USA China France Germany Brazil Japan Source: "Our mobile planet" Google Inc. Aug. 2013

8 Smartphone Ads Just Begun in Japan Breakdown of Smartphone ads JPY Billion 2,500 2,213 2,000 1,500 1,166 1, , , , ~2017 forecast forecast Display Ads Reward Ads Listing Ads Source: Cyber Z Inc. March 2013, "Press Release" copyright Cyber Z, Inc, All right Reserved

9 Tablet Ads Market is Also Promising Forecast of Domestic production and Sales of Tablet in Japan JPY Billion 1,200 1, , Total 8,540,000 in Japan forecast ipad Android Others Source: ICT Research Institute, Ltd. April, 2013, "Survey on the tablet Shipment in Fiscal 2013"

10 Overview of Social Media users in Japan (1) More than 70% of social media users also read newspapers (n=5,000) (n=5,000) 24.2% 26.6% 75.8% 73.4% usually read newspapers do not usually read newspapers Subscribe to newspapers not subscribe to newspapers Source: The Asahi Shimbun Company, 2012, "Social Media usage survey"

11 Overview of Social Media users in Japan (2) TV and Newspaper are considerably referred to when comments are posted on social media Q. Which information sources do you usually refer to when you put your comment on SNS or your blogs? (n=5,000) (%) Multiple answer TV program or TVCM Newspaper Article or Ad Information from families or relatives Corporate website Information from friends Magazine Article or Ad Information provided by friends on the website Comments of expertise on their Blogs or Tweets Radio program or Radio CM Corporate accounts of Twitter or SNS Comments of celebrities on their Blogs or Tweets Refer to this information Sometimes refer to this information Source: The Asahi Shimbun Company, 2012, "Social Media usage survey"