世論 What Japan Thinks

[part 1] [part 2]

DIMSDRIVE carried out a survey at the start of December to find people’s views regarding electronic money. They interviewed by means of an internet-based questionnaire 6,430 people from all over Japan, 2,736 (42.6%) male, all members of their monitor group.

The Suica system comes out tops for name recognition, but that may be because it is promoted as not just electronic money, but more importantly as a rail pass. Suica is the preferred system for issuing railway season tickets, so it gets heavily promoted in that respect, and is also often featured on in-train advertising, therefore it has very high name recognition, as can be seen here.

However, Edy scores higher as the first thing that springs to mind regarding electronic money, perhaps because the advertising for Suica is weighted towards the season ticket features, not shopping.

Q1: When you hear “Electronic Money”, what comes to mind? (Sample size 6,430, free answer)

Rank		Votes
1	Edy	1956
2	Suica	603
3	Mobile phone	477
4	Wallet phone	447
5	Convenient	290
6	Internet	163
7	Don’t really understand	154
8	eBank	136
9	Card	79
10	Anxiety	67

Q2: Do you know about “Electronic money”? (Sample size 6,430)

I know of the systems in place and their features, etc	28.1
I don’t know the systems, but I know what it means	37.9%
I’ve only heard the word	32.5%
Not even heard the word	1.5%

Not surprisingly, I suppose, as age increased the numbers familiar with the term decreased. A bit surprising, however, is that the oldest males were more familiar with the term than the youngest females; 68.8% versus 65.9% choosing one of the first two answers above.

Q3: Do you know of the following electronic money systems? (Sample size 6,331, multiple answer)

Suica	75.9%
Edy (mobile wallet type)	61.3%
Edy (card type)	52.0%
Web Money	35.0%
ICOCA	33.1%
Bit Cash	23.5%
ChoCom	19.2%
Other	0.9%
Don’t know any	5.7%

Two of the systems above, Suica and ICOCA, are very similar JR-backed schemes; Suica is the Tokyo-centred Kanto version, whereas ICOCA is the Osaka-centred Kansai brand. Looking at awareness by region, in Kanto 89.5% and 29.6% respectively versus 61.1% and 76.8% for Kansai.

Q4: Which of the following electronic money systems have you used? (Sample size 6,331, multiple answer)

Suica	22.9%
Edy (card type)	15.7%
Web Money	8.5%
Bit Cash	4.3%
Edy (Mobile wallet)	4.2%
ICOCA	2.9%
Chocom	1.7%
Other	0.3%
Never used electronic money	55.7%
Don’t really know	3.7%

Q5: Which brand of electronic money do you use the most? (Sample size=2,572, those who have used electronic money)

Suica	31.4%
Edy (card type)	21.4%
Web Money	8.0%
Edy (mobile wallet)	6.0%
Bit Cash	3.3%
ICOCA	2.4%
Chocom	0.9%
Other	0.2%
Currently, there’s no brand I use	26.3%

Q6: Why do you use the brand from Q5? (Sample size=1,896, those who currently use electronic money, multiple answer)

Compact and easy to carry around	26.8%
Because of many ways of adding credit to it	26.5%
Because I often buy things at railway stations	24.3%
Because it’s part of my rail season ticket	21.1%
Because it’s easy to understand how much money is left	16.1%
Because I often go net shopping	12.1%
Because I can complete transactions purely on-line	11.6%
Because my favourite shops’ card features are included	9.4%
Because it’s part of my mobile phone	6.8%
Because I can pay bills by mobile phone	0.6%
Other	11.9%
No particular reason	11.7%

Q7: About how often do you use electronic money? (Sample size=2,572, those who currently use or have used electronic money)

Almost every day	3.6%
Four to six times per week	4.3%
One to three times per week	17.9%
Two or three times per month	18.1%
About once per month	16.6%
Less than once per month	36.6%
Don’t know	2.9%

Q8: Where do you use electronic money? (Sample size=2,572, those who currently use or have used electronic money, multiple answer)

Convenience store	42.9%
Railway station kiosk or shop	36.6%
Net shopping from computer	22.0%
Airport	9.8%
Vending machine	7.2%
Restaurant, cafe etc	6.4%
Drug store	4.6%
Supermarket	3.6%
Net shopping from mobile phone	1.3%
Other	9.0%

[part 1] [part 2]