Mobile phone electronic wallets gaining users
AdvertisementNTT DoCoMo recently carried out a survey of users of mobile phones with electronic wallet functionality to see how, or even if, they were being used. Note when reading this survey that first NTT DoCoMo has heavily invested in the electronic money infrastructure and almost all of their new models come with this feature built-in. For their FOMA range (3G phones), it is a compulsory feature, and with sales figures showing over 80% of new and upgrading customers are choosing these models, NTT have a vested interest in the success of electronic wallets, as they no doubt get a transaction fee for every electronic money purchase. This may or may not have influenced the outcome of the survey. However, if accurate, it shows a pretty high degree of market penetration. UPDATE: If only I’d posted this right after I translated it last week, I could have beaten the BBC on this story!
Although launched only last July, in just one year and two months (September 3rd) DoCoMo reached 6 million electronic money-capabile phones sold, and by the first of October there were about 25,000 shops nationwide and 6,000 vending machines equipped with readers.
In this survey, 4,000 users of mobile phones with the DoCoMo おサイフケータイ (osaifu keitai, Mobile Wallet) service functionality built-in were interviewed, 2,200 male, 1,800 female, and their answers are as follows.
Q: Have you used the Mobile Wallet functionality of your phone?
Using it Used to use it, but stopped Not used it All 28% 3% 69% Up to 19 years old 18% 4% 78% 20 to 29 years old 27% 4% 69% 30 to 39 years old 32% 3% 65% 40 to 49 years old 29% 3% 68% Over 50 years old 21% 2% 77% This 28% represents 1,108 people, and if this is scaled up to cover all people owning electronic-money ready DoCoMo phones, about 1.82 million people are using this service.
Q: How often do you use your Mobile Wallet? (Sample size=1,108)
Over thrice a day 6% About once a day 12% About five times a week 5% About thrice a week 15% About once a week 24% About once every two weeks 11% About once a month 17% Hardly ever use it 10% Compared with the same question asked in May, the percentage using the service once a day or more has increased from 13% to 18%.
Q: Where do you use your Mobile Wallet? (Sample size=1,108, multiple answer)
Convenience store 84% Rental shop 25% Vending machine 24% Airport 22% Electrical retailer 18% Pharmacist 16% Book or CD shop 15% Cafe 15% Fast food store 14% Bar or pub 12% Family Restaurant 11%
Note that at some places, like at airports, the Mobile Wallet is not used as money, but as a member’s card for saving points, etc. When you buy a plane ticket from ANA online, you can get an email sent to your mobile phone that allows you to access an application that records a transaction identifier in the IC card of the wallet, so ticket collection and check-in can be performed simultaneously and effortlessly.
Q: How satisfied are you with your Mobile Wallet service? (Sample size=1,108)
Extremely satisfied 13% Satisfied 69% Dissatisfied 19% SQ: If extremely satisfied or satisfied, will you buy a Mobile Wallet capable phone next time you change phones? (Sample size=902)
Definitely want to buy 47% Want to buy 52% Don’t want to buy 1% Q: What do you like about using your Mobile Wallet? (Sample size=1,108)
Just hold over reader to use 73% Speedy purchasing 60% No fiddling with a wallet 46% Earn points 21% Can refill via iMode 20% Can see remaining cash on display 17% It’s OK not to bring a wallet 14% Can use for lots of services 14% Less stuff in my wallet 12% Q: What services would you like to use in the future? (Sample size=4,000)
Electronic money 58% Point card 56% Rail pass 35% Cinema ticket 20% Cash card 18% Home key 15% Concert ticket 8% Theme park passport 8%
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