Hakuhodo DY Media Partners Institute of Media Environment announces the results of its sei-katsu-sha Media Experiences Study: Eight experiential factors

The Hakuhodo DY Media Partners Institute of Media Environment has announced the impact of media on sei-katsu-sha and clarified the role that the media plays from a fresh perspective, based on the results of its Media Experience study. The report analyzes what sei-katsu-sha get from the media as well as the experiences they expect in an analysis that outlines eight experiential factors. The HDYMP Institute of Media Environment is headquartered in Minato-ku, Tokyo, and headed by Hiroshi Yoshida.

■ Media-driven experiences among sei-katsu-sha

In the past, assessing media interaction among sei-katsu-sha relied on viewer and program ratings, page views, and other simplistic measurements of media contact. However, the rise of social media and other platforms has enabled sei-katsu-sha to get information and enjoy content in ways that go beyond traditional media structures—making it impossible to fully evaluate the impact that media has on sei-katsu-sha or explain the role it plays in their lives with quantitative measurements of specific media contact. To address this gap, we came up with eight experiential factors that describe what sei-katsu-sha get from their interactions with media, and then used these media experiences to analyze changes in their media-driven feelings and experiences over time. These results were then used to define media roles and potential.

■ Media Experience Survey measures individual media and content experiences

Our recent Media Experience study surveyed 3000 men and women between the ages of 15 and 69 living in Tokyo and its three surrounding prefectures (Reference #1: Survey overview and details). The survey asked participants about the image they had of media and content in 20 different categories, asking them to select from a list of 27 experiential descriptions.