Exploring Through Generational Perspectives "Audience Insight" ~Introduction~

〈 Published: April 28, 2010 〉

When formulating communication strategies, developing the messages and expressions to convey to the audience is crucial, as is the "optimal media strategy" for distributing them. Understanding the audience's media awareness is indispensable for devising such strategies.

The Media Innovation Lab has characterized "generational insights" based on research grounded in the audience perspective, defining groups like the '46 Generation' and '96 Generation' by birth year.

We have also discovered that audience perceptions of all media—including mass media like television, BS/CS satellite broadcasting, the internet, and mobile media—differ significantly across generations.

Starting with " Insight Memo vol.2," we will provide detailed insights into the characteristics and differences of each generation, as well as the underlying media awareness driving these differences.