Trends in Japanese consumers’ exposure to and use of media in different product choices

Masahiro Shinoda

This paper, translated from Japanese, looks at the sources of information and the types of media that Japanese consumers come into contact with when researching a potential purchase for 20 different products or services, with detailed results presented and discussed for cars and real-estate.

Trends in Japanese consumers' exposure to and use of media in different product choices

Masahiro ShinodaHead of Research, NARI

This paper, translated from the Japanese by WARC, is an extract from an article first published in the February/March issue of Bulletin of Nikkei Advertising Research Institute. For accompanying papers from the same issue, see:

  • Trends in Japanese advertisers’ use of cross-media campaigns
  • The Japanese cross-media launch campaign of the Toyota Crown

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Survey of consumers exposure to information sources & types of media

The consumer survey was conducted online between from 22nd and 27th May 2008, amongst members of...

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