Audience Insights Unraveled Through Generational Theory ~Audience Insights for the '86 Generation~

〈 Published: August 12, 2010 〉

This time, we explain the 86 Generation, a cohort that grew up alongside the proliferation of mobile phones.

The '86 Generation, born around 1986, are now in their mid-20s. While the '76 Generation introduced in Insight Memo vol.3 is the "PC Generation," the '86 Generation is the so-called "Mobile Phone Generation," a generation that handles most of their information gathering via mobile phones.

Differences in the "primary information acquisition tools" across generations also lead to variations in how they engage with television. Group interview research conducted by Dentsu Inc. reveals this reality.

The '76 generation obtained much of their information from PCs, using it to establish their lifestyles. For the '86 generation, however, TV programs become subjects to interact with or make comments about via mobile email and social media with friends. They watch TV in their private rooms while using their phones to tell friends, "Hey, turn on the TV right now!" and engage in real-time conversations like, "This is crazy, right?" "Isn't this talent cute?" They engage not only with the program content but also with commercials, asking things like, "Why is that dad a dog in that commercial?" TV has become an indispensable source of material for mobile communication.

As you can see, each generation interacts with media very differently, and the era they grew up in significantly influences this.