The text of the Dentsu Inc. news release distributed on February 13 is as follows.
February 13, 2017
DENTSU SOKEN INC. Conducts "Survey on Visual Communication via SNS Among Young People" — Trend Searches Among Teenage Girls Shift from "Search Engines < SNS" —
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) Media Innovation Research Department of DENTSU SOKEN INC. has been conducting research since 2015 on visual communication using photo and video apps among young smartphone users. This time, we conducted a survey focusing specifically on the actual use of videos on SNS. Quantitative and qualitative research was conducted among men and women aged 15-34 with high SNS engagement (detailed conditions listed at the end), identifying current trends and insights for future directions. This release presents some of those findings.
Key findings extracted from the survey are as follows.
【Key Findings】
1. The keyword for understanding smartphone users of the video generation is "ES-M-L (Eph-M-Sh)."
〈ES: Ephemeral/Short〉Lowering the barrier to sharing by using videos that disappear after a set time or short videos, enabling easy video sharing.
〈M: Moru〉Enhance personal images and daily experiences using editing apps to create content. For example, the average number of photo editing apps used per post is three. Video editing is also popular.
〈L: Live〉Users prefer sharing information focused on "the present moment" through live streaming on social media.
2. The average number of "likes" users give per day is 9.3 on Facebook and 10.3 on Instagram.
3. For themes where visuals are key, such as fashion and celebrities, younger users tend to use social media search more than web search.
4. Roughly three out of four respondents reported having taken some form of purchasing/consumption action influenced by other users' photos/videos (visual communication) on SNS.
5. Top motivations for posting on SNS are: 1st "Storing personal experiences," 2nd "Connecting and communicating," 3rd "Showcasing/presenting one's lifestyle."
Overall, alongside signs of communication on SNS shifting toward video-centric formats, we observed usage characteristics and insights unique to this smartphone-savvy generation.
An infographic summarizing key findings from this survey is available for free download at the URL below. For those interested in a more detailed report, please contact the inquiry address listed at the end of this release PDF.
http://www.dentsu.co.jp/knowledge/pdf/visual_communication_2017.pdf
Furthermore, an article based on this survey is featured in the DENTSU SOKEN INC. 'Information Media White Paper 2017,' scheduled for release on February 16.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0213-009153.html
