Audience Insights Unraveled Through Generational Theory ~Audience Insights for the '76 Generation~

〈 Published: July 2, 2010 〉

This time, we explain the 76 Generation, a key demographic in generational theory.

Born around 1976 and now in their mid-30s, the '76 Generation possesses exceptionally high PC literacy. They have established their lifestyles based on information obtained primarily through PCs. This generation has produced numerous prominent IT entrepreneurs, including Hatena's Junya Kondo, mixi's Kenji Kasahara, and GREE's Yoshikazu Tanaka.

A defining characteristic of the 76 Generation is that the PC serves as their "mental stabilizer." Contrary to the tendency to avoid using PCs at home because they use them daily at work, this generation actively uses PCs for their own interests. In a sense, this makes the PC a relaxing "healing" tool for them, making them the generation least resistant to PCs.

The Double Window phenomenon first emerged among this 76 generation. They established the style of using a PC while watching TV, or searching the PC for things that caught their attention on TV. TV commercials featuring lines like "Continue on the web..." or "Search for ○○○○" were specifically crafted with this generation's viewing habits in mind.

Furthermore, this generation tends to find "text-based" communication easier (more natural) than "direct conversation." This seems to stem from an unconscious desire to avoid the awkwardness that can arise in real-time dialogue.

Another defining mental characteristic is their "my way" mentality. They believe "living authentically without being overly influenced by others is cool" and "my own values matter most, regardless of what society says."

This mindset stems from the "Bubble Collapse." Exposed to the post-bubble employment ice age, they developed a pessimistic view of being "born into an unfair world" and a self-centered mindset of "only I can rely on myself."

Furthermore, these beliefs fueled their drive, making them strongly independent and merit-based. Consequently, this generation has produced numerous entrepreneurs in IT startups.