People who are daily inclined to read newspapers for long periods tend to have a strong sense of charity and environmental awareness, market researcher Video Research Ltd. and advertising agency Dentsu Inc. have said.

While a clear correlation was found for newspaper readers, none was found regarding whether people who watch TV or surf the Internet at great length also have a sense of charity or environmental consciousness, statistics compiled by the two companies shows.

"It's clear that only newspaper (readers) have this tendency," said Akira Suzuki, general manager of media communications at Video Research. "We have no idea why. We will look into it."