Going Out of Tune?: Use of Mobile Phone TV among Japanese Youth

Abstract

This paper examines how the youth in Japan uses mobile TV (on-seg TV service) in comparison to other functions and mobile data services. A survey of 310 randomly selected youth in Tokyo and focus groups were used to collect the data. The findings show that use of mobile TV is not related to use of other functions or mobile data services. Viewing TV on the mobile phone is rare, suggesting that the active and constant uses of one-seg TV services in Japan cannot be warranted despite the diffusion of the mobile phone among Japanese youth.