What is the impact of mobile applications on different
generations as the information age
ん advances?

W202008 Ehime University Senior High School

Overview
We will study on how restaurants adapt to thedeveloping information society and what kind of sales
strategies they are working out.

Investigation ①
We conducted a survey questionnaire among students
and their guardians for qualitative research.
<Target> Students and guardians of our school

Result ①

PurposeTo guide restaurants on the use of IT or social media inmanaging restaurants, focusing on the "food" service.

Investigation ②We also conducted an interview at Asunaro shop, which is inMatsuyama City, in order to investigate the purpose and theresults of using both apps for the restaurant
Photographed by the author〈Number of respondents〉
Guardians: 92
Students: 263

Most used applications when researching restaurants

Criteria for choosing the target restaurant:
ー uses both Instagram and Tabelog.
ー serves both lunch and dinner to avoid bias in thegenerations of customers.
ー must be located within 800m from the Matsuyama CityStation.

What do you focus on when using Tabelog?
WHAT YOU FOCUS ON(GUARDIANS)

④21%

①33%

WHAT YOU FOCUS ON(STUDENTS)

④35%

③5%

①49%

③0%

②16%

②41%

①Word of mouth③Number of likes and stars rating②Appearance of the restaurant and photos of the food
④Details of the restaurant (location, number of customers, operating hours)

What do you value when using Instagram?
WHAT YOU FOCUS ON(GUARDIANS)
③11%

④0%

①11%

②78%

①Word of mouth③Number of likes and stars rating

WHAT YOU FOCUS ON(STUDENTS)

③5%

④8%

①8%

②79%

Result②
Q How did you start using Tabelog and Instagram?
A Tabelog was used at the company I used to work for.
Originally, Instagram was for personal use.
Q Why did you start using Tabelog and Instagram?
A Tabelog is to promote the restaurant.
Instagram can advertise without paying foradvertising.
Q What are the benefits of using Tabelog andInstagram?
A What many customers knew.
Q What do you focus on when using each app?
A Photo②Appearance of the restaurant and photos of the food
④Details of the restaurant (location, number of customers, operating hours)

Discussion ①
From the results of the questionnaire survey, it was foundthat the applications used by each generation are different,
and the reasons and importance for using them are alsodifferent. In addition, it was found that the characteristics ofeach application, both tabelog and Instagram, matched thepoints of emphasis of each user and satisfied their needs.

Discussion②
From the results of the interview at Asunaro shop, itwas found that the number of customers has increased
after using Tabelog and Instagram. However, Tabelogs
are a medium similar to magazines and telephone
directories, while Instagram is a Platform that deliverstimely information. Tabelog and Instagram are used fordifferent purposes , and are thought to increase thenumber of customers.

Conclusion

It was found that the modern information society requires amanagement strategy that understands the advantages of each
mobile app and utilizes them skillfully to increase the number ofcustomers. In addition, we learned that it is important to pay
attention to the differences in the generations of consumers who use
these apps, and to devise and use them according to their target
customers' preferences.

Acknowledgments

We would like to express our sincere gratitude to Mr.
Sai of the Faculty of Social Co-Creation, Ehime
University, for his support and guidance throughout
this research.