Japanese Consumers and Media Usage

Research output: Chapter in Book/Report/Conference proceedingChapter


The environment in which we live, particularly the way we access the media and obtain information, has changed considerably since the advent of the Internet. It is quite evident that this environmental change could significantly affect the formulation of marketing strategies in terms of targeting consumers and their behaviors. Using various types of data, this chapter will explain the facts associated with and changes in the way Japanese consumers access the media.

Original languageEnglish
Title of host publicationAdvances in Japanese Business and Economics
PublisherSpringer Japan
Number of pages16
Publication statusPublished - 2021

Publication series

NameAdvances in Japanese Business and Economics
ISSN (Print)2197-8859
ISSN (Electronic)2197-8867

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Economics and Econometrics
  • Strategy and Management


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