THE CHALLENGE 

ConnectedTV (cTV),or smart TV have penetrated Japanese homes on a large scale. A global tech brand was looking to gain insights on the TV viewing behaviour and cTV usage of the pre-senior and senior generation (45 years old and up) which is a growing cohort that already makes up half of Japan’s total population.

THEAPPROACH 

Typically, the older generation is perceived as heavily reliant on terrestrial television.The research inquired into such stereotypes and uncovered diversifying behaviours in a pre-task where seniors recorded their watching habits in a typical week on cTV. This was followed up with in-home interviews to get a deeper understanding of their lifestyle, cTV screen’s role in their home environment and daily life as well as of their interactions with it.

THEOUTCOME 

The insights informed the brand on how to optimise content, user experience and advertising to further appeal to this segment.

‍