スマートフォンの普及による若者の電車内行動の変化 -OOH への影響を考察する-

概要

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When considering the lifestyle of young people in recent years, a smartphone is an indispensable tool and it can be said to have great influences on their lives. On the other hand, advertising, such as television and internet are abundant in the streets. Especially, OOH(Out Of Home media) such as transportation advertising and outdoor advertising has been the focus of attention. This is because opportunities to see outdoor media have been increasing with an increase of young people's going-out time. Then what do young people do during going out? On weekdays, young people as students are spending a lot of school hours and the way to the school in the train. In such a situation, it will be said that a hanging poster in a train is an important advertising media. However, we can see young people addicted to a smartphone in a train. They don't seem to be seeing a hanging poster. It is guessed that using a smartphone has a possibility to give a certain influence on advertising. Therefore, in this thesis, we'll clarify the following two points. What kind of influence has the spread of smartphones had on young people's behavior in a train? What kind of influence has the behavioral changes in a train had on advertising in a train?
2013-00-00