3.3 Awareness and listening
All respondents who were aware of foreign radio stations were asked if they had listened to any of them (in any language) in the last 12 months.
3.4% of the sample had listened to any foreign stations. 1.6% had listened on short-
wave.
Better educated men, in their teens and 20s, from large cities were, as a rule, most likely to listen to foreign radio. (Listening to Radio Moscow was equally likely among men from all age groups.)
The BBC had a total audience (in any language) of 1.1% of the sample.
%
201
18
16.-
14
12
10
B
6
4
Awareness and Listening
Bese: Total sample = 1,486
Total Listening
Total Awareness
AUST
BEIJ
KOR
MOSC
·
Radio Australia Radio Beijing Radio Korea
Radio Moscom
PYON Radio Pyongyang
THAI
-
Radio Thailand
2
O
MOSC BEIJ
BBC
KOR
VOA
PYON
AUST
RCI
FEBC
THAI
3.4 Profile of foreign radio listeners
The most important features of foreign radio listening in Japan are (1) that such listening is highly casual in nature, and (ii) when the choice is available, mediumwave is preferred over shortwave.
As the number of foreign radio listeners contacted by the survey is quite small, it is not feasible to construct audience profiles for individual broadcasters. However, a rather tentative profile of this group as a whole can be attempted. Again, because of small numbers, the profile outlined here relates to all foreign radio listeners, including those who only tune in rarely.
Japan1067