TOP > Data > Digital Media and Children > [Survey of Media Use by Children and Parents] 3-3. Mothers' Media Activities (3) Usage of Websites and SNS in Childrearing

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[Survey of Media Use by Children and Parents] 3-3. Mothers' Media Activities (3) Usage of Websites and SNS in Childrearing


Among mothers' media activities, an analysis was carried out regarding the usage of websites and SNS in childrearing. Certain differences were noted among age groups regarding the gathering, exchange and sending out of information. The subjects tend to be passive toward networking outside their communities. They use websites, SNS, and application software separately for childrearing, depending on the purpose.

In Section 3, among mothers' media activities, the usage of websites and SNS (corporate and organization websites, personal websites and blogs, online bulletin boards, community websites such as mixi and Facebook, Twitter, and instant messengers such as LINE) in childrearing was analyzed from six types of action patterns (gathering information, exchanging information, sending out information, routine visits, purchase of goods, and networking outside the community). In addition, the trend was observed from specific examples of websites, SNS, and application software actually used in childrearing.

Actively use information websites for gathering information, passive towards exchange and sending out information, however, half of the under 20s use community websites and LINE

Figure 3-3-1 (Gathering information) shows the result of asking which websites and SNS they use when they "gather information, such as doing a search for what they want to know about" through websites and SNS for childrearing by three generations: under 20s, 30s, and over 40s. Overall, more than 70% of subjects of all generations use websites and SNS for gathering information (under 20s 89.4% > 30s 88.5% > over 40s 79.1%). The most commonly used types of websites and SNS were "information websites (corporate and organization sites)" (30s 79.1% > under 20s 77.7% > over 40s 72.3%). This was followed by "personal websites and blogs" (under 20s 35.0% > 30s 29.9% > over 40s 21.8%). The usage rate was not high but a cohort difference was noted in the usage of "community websites" (under 20s 21.5% > 30s 13.6% > over 40s 7.4%).


Figure 3-3-1 Gathering information

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Figure 3-3-2 (Exchanging information) shows the response to the question asking which websites and SNS they use if they "exchange childrearing information". There are differences in usage rates among generations with 53.9% of under 20s < 69.2% of 30s < 80.5% of over 40s not using websites and SNS for "information exchange". The websites and SNS used are "community websites" (under 20s 31.5% > 30s 16.7% > over 40s 9.4%) and "instant messengers (such as LINE)" (under 20s 19.2% > 30s 10.0% > over 40s 4.8%) with under 20s exchanging information through SNS and LINE more than other generations in both cases.


Figure 3-3-2 Exchanging information

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Figure 3-3-3 (Sending out information) shows the response to asking which websites and SNS they use if they "post their activities or/and post comments" about childrearing. The result is similar to that shown in Figure 3-3-2. 50.4% of under 20s < 69.3% of 30s < 82.1% of over 40s do not use websites and SNS for "sending out information". If they do "send out information," the preferred method is popular in the order of "community websites" > "instant messengers (such as LINE)" > "personal websites and blogs" > "Twitter" > "information websites (corporate sites and organizations)" > "online bulletin boards". The under 20s make more use of community websites and LINE, which are suitable for sending out information, for childrearing than those in their 30s and over 40s.


Figure 3-3-3 Sending out information

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Routine visits to websites and SNS, utilize information websites for purchasing goods, passive towards networking outside the community

Figure 3-3-4 (Routine visits) shows the response to asking which websites and SNS they use if they "check information regularly" for childrearing. On the whole, all three generations regularly visit websites and SNS but the frequency of visitation rates of those under 20s were high regardless of the type of websites and SNS (under 20s 76.5% > 30s 68.8% > over 40s 54.1%). The most regularly visited were "information websites (corporate and organization sites)" in all generations (under 20s 43.0% / 30s 41.5% / over 40s 36.7%). There were differences among generations in "community websites" (under 20s 38.4% > 30s 25.0% > over 40s 14.9%) and "personal websites and blogs" (under 20s 28.1% > 30s 26.4% > over 40s 16.5%).


Figure 3-3-4 Routine visits

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Figure 3-3-5 (Purchase of goods) shows the response to asking which websites and SNS they use when they "purchase goods related to childrearing." In all generations, a majority of subjects do not use websites and SNS for purchasing goods (under 20s 54.4% / 30s 52.9% / over 40s 57.4%). If they do use them for this purpose, "information websites (corporate and organization sites)" were the predominant choices (under 20s 41.0% / 30s 42.3% / over 40s 37.9%).


Figure 3-3-5 Purchase of goods

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Figure 3-3-6 (Networking outside the community) is the result of asking which websites and SNS they use when they "make childrearing friends apart from local connections." It was noted that a majority of subjects in all three generations do not use websites and SNS for networking outside the community (under 20s 73.1% / 30s 82.7% / over 40s 88.3%). Although the usage rate is low, 18.9% and 8.6% of under 20s utilize "community websites" and "instant messengers (such as LINE)" respectively for networking outside the community.


Figure 3-3-6 Networking outside the community

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Different use of websites, SNS, and application software for childrearing

Questions were asked about specific websites, SNS, and application software types which were actually used in childrearing. In the answers written in the free space, the following trends were noted:

  • Consultation-type websites "Tamahiyo Net" "Women's Park" "Yahoo! Chiebukuro"
  • Online shopping-type websites "Amazon" "Bellemaison"
  • Networking-type SNS "mixi" "Facebook" "LINE"
  • Child's life-type application software "Cookpad (baby food)" "Yobosesshu (vaccination) Scheduler"
  • Stop crying-type application software "Tamahiyo no nakiyamase: Nakipita! (Make your baby stop crying by Tamahiyo)" "Oni kara denwa (A Call from the Demon)" "Watashi no Akachan orugohru (Musical Box for my Baby)"
  • Character-type application software "Shimajiro hiroba (Shimajiro's Plaza)" "Soreike! Anpanman (Let's Go Anpanman!)"
  • Education-type application software "Kodomo yubi doriru (Kids Finger Drills)" "Touch! Ugoku uta ehon (Digital Singing Book)," coloring and drawing etc.

Mothers bringing up children make use of different websites, SNS, and application software depending on the purpose. It seems that consultation-type/online shopping-type/networking-type websites and SNS are focused on mothers. The mothers make use of child's life-type/stop crying-type/character-type/education-type application software for their children.

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