Information Behavior in the Era of Temporal Chains

〈 Publication Date: October 23, 2012 〉

The Media Innovation Research Department at DENTSU SOKEN INC., in collaboration with Professor Yoshiaki Hashimoto of the University of Tokyo's Graduate School of Interdisciplinary Information Studies, established the "Audience Insight Laboratory" to study changes in audiences (i.e., recipients of information from media). We continue various research projects on human information behavior. This presentation highlights findings from that research.

Our research team formulated a hypothesis regarding recent information behavior patterns among audiences. We hypothesized that traditional mass media, such as television and newspapers, function as "initial news awareness tools (establishing foundational understanding)," while online media function as "trend-tracking tools (confirming the latest developments)" for that news.

Therefore, we included the following question in our quantitative survey:
"Q: Regarding news you learned about through TV news programs or newspapers, do you ever check the latest developments online as the situation changes moment by moment?"
(This survey was conducted nationwide in June 2012, targeting 1,050 male and female respondents aged 15 to 49.)

The survey results were as follows:

Over 60% of men in their 20s and older engage in this information-seeking behavior pattern. Specifically, among those in their 20s, more than two out of three respondents reported doing so.

Looking at this data, it suggests we may be entering an era where, as convenient devices like smartphones and tablets become increasingly widespread, information-seeking behaviors originating from TV or newspapers are becoming chronologically linked to online actions within the same day. For example, a behavioral model where people first learn about major news events in the morning, then continuously check the latest, rapidly changing developments about that event on PCs, smartphones, or tablets.

This "chronological chain model of information" could also be leveraged in advertising communication. For instance, a morning newspaper ad could declare, "We'll now introduce how to use this product throughout the day, segmented by time of day, online." Then, on the website, it could deliver real-time, up-to-date information perfectly suited to the moment—like usage tips matching the morning mood, adapting to daytime weather conditions, or fitting the pre-bedtime atmosphere.

As IT evolves, people's information behaviors are constantly changing. In advertising too, planning that swiftly captures these shifts is likely to be effective.