紀要論文

独身者層の消費行動とメディア利用状況の探究

INVESTIGATION OF THE CONSUMPTION BEHAVIOR OF SINGLES AND THEIR USE OF MEDIA AND ADVERTISING EFECTIVENESS

jpn

24368083

https://doi.org/10.15002/00030769

法政大学大学院理工学研究科

法政大学大学院紀要. 理工学研究科編

65

1

4

2024-03-24

Version of Record

Today, marketing in Japan is expected to change with the rise of digital media and the growing single population. Approximately 40% of Japan's advertising expenditures are mediated by the Internet. According to the National Institute of Population and Social Security Research, approximately 33% of the total Japanese population is single. Hence, there is a need to find effective marketing to the single. Therefore, it is necessary to analyze consumption behavior to the single segment. To clarify the consumption behavior of singles, I set three goals. The first is to clarify the product trends and channel usage of singles. The second is to measure the effectiveness of TV advertising. The third is to investigate media usage time and media usage status. These results indicate that single men and women are characterized by two factors: first, they seek products and services for themselves, and second, they are highly conscious of self-maintenance and self-management. The third characteristic is singles who use large platforms online services such as YouTube, Amazon, Google, Rakuten, Yahoo! Japan, LINE, Twitter, Yahoo! Shopping, Instagram, etc. Fourth, the time of day they use Internet services is concentrated in the hours of 8-9 a.m., 12-1 p.m., and 5-6 p.m. Fifth, single men were more influenced by TV ads than single women. Single women were not affected by TV ads to any significant extent. This suggests that advertisements that trigger women's consumption behavior may be found in other media such as SNS and magazines.

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