Generational Gaps

When you look at media consumption behavior, I feel like there are three distinct generations in today’s society. The younger generation primarily obtains information through smartphones, rather than through television or computers. Those in their 30s to early 60s are not as focused on television or smartphones but still rely heavily on computers. As for the elderly, it’s clear that they mostly obtain information through television, rather than smartphones or computers.

Newspapers, like television, are a medium that primarily provides information to the older generation. From this perspective, it seems that the market for television and newspapers is gradually shrinking. However, in Japan, the population proportion of the elderly is higher due to lowering birth rates. As a result, the influence of television and newspapers remains strong compared to countries with a larger young population.

Currently, the Tokyo gubernatorial election is taking place in Japan, with nearly 50 candidates running. However, based on television coverage, it appears that only incumbent Governor Yuriko Koike and Parliament member Renho Saito are running. This gives the impression that the media is steering public perception to suggest that only these two have a chance of winning, which is disappointing. I’m not saying there’s a problem with these two candidates, it is just unfortunate that we don’t hear more about the other candidates.

We have often discussed the importance of websites, but there are limitations when it comes to disseminating information to the elderly. Accessing a website requires digital devices such as computers or smartphones, which are not widely used by the elderly. This issue is particularly pronounced in Japan, compared to other countries, due to its aging population. Therefore, I feel like there is still much room for growth in Japan's digital media promotion activities.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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