Ninth Institute of Media Environment Forum: The Smart Masses

posted on 2012.12.20

The Smart Masses

Eight new typical life scenarios (“eight new smart scenes”) that characterize the smart masses

In 2012, several new types of sei-katsu-sha appeared on the Japanese media environment scene: high school girls who used their smartphones for several hours a day, stay-at-home moms who loved to communicate via illustrated digital “stamps”… the list goes on and on. Driving this change was a fundamental shift whereby smartphone-savvy users were no longer the “early adopters” they had been before. This “smart shift” phenomenon did not stopped at mobile phones; it continued and continues to spread to a wide variety of everyday life scenes.

Smart Masses was the theme of this year’s event.

The Ninth Institute of Media Environment Forum was held on December 6, 2012 at the Yurakucho Asahi Hall and was attended by approximately 450 people involved with media issues. Changes in the media environment were analyzed and shared based on the following two perspectives.

For more information on the Smart Masses concept, visit the following URL.