The reality of seniors in the “rapidly aging” country of Japan

Research examining internet usage among seniors in Japan.

Introduction and background

When you think of Japan, what kind of image or perceptions do you have? Sushi? Mount Fuji? Anime and otaku culture? From a marketer’s point-of-view, one major characteristic of Japan is that it is the “world’s most rapidly aging society”. To demonstrate this, we have put together the following three graphs (Figure 1).

Figure 1: Population pyramid.

On the left is Kenya, an “emerging country” where the youth make up the core of the population. In the middle is the United States, a society where the young and senior generations are equally represented. The population pyramid on...

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