Three in five Japanese pay under 10,000 yen for mobiles
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japan.internet.com, in conjunction with Cross Marketing Inc, looked at how picky people were about their mobile phones. They interviewed by means of a private internet questionnaire 300 people equally split between male and female. Similarly, 16.6% were in their teens (18 or 19 years old only), and the same 16.6% in their twenties, thirties, forties, fifties and sixties.
Exactly what consistutes pickiness is not defined within the survey. Whether it is manufacturer, colour, price, feature set, or any other element that makes people hum and haw over their selection, we do not know. Perhaps the fuller results of this survey may clear up this matter, but we shall never know!
Q1: How picky do you think you are regarding mobile phones? (Sample size=300)
Very picky 6.0% Quite picky 30.3% A little picky 43.3% Not very picky 20.3% Q2: Please tell me how much you paid for the phone you are currently using. (Sample size=300)
Under 1,000 yen 21.3% 1,000 to 9,999 yen 35.7% 10,000 to 19,999 yen 20.7% 20,000 to 29,999 yen 14.7% 30,000 to 39,999 yen 3.7% 40,000 yen or more 1.0% Don’t know 3.0% Just as a point of reference, au and Vodafone (the soon-to-become Softbank) sell their latest models for around 10,000 to 20,000 yen, with the higher-spec models going for up to 30,000 yen. NTT DoCoMo sells its latest 702i series phones at around 20,000 yen, and the higher-spec 902i series phones somewhere in the 30,000 yen or more bracket. Of course, there’s always discount offers, and lower pricing for new customers versus upgrades, and as to whether or not people factor in extras like the power adapters or contract fees into the cost, we don’t know, so all these issues could affect the price people said they paid versus how much the phone itself cost.
However, it looks like only 40% choose the latest models; after a year or a major feature upgrade the price of old handset soon fall down under 10,000 yen.
Q3: What do you reference when selecting a mobile phone? (Sample size=300, multiple answer)
Votes Percentage Mock-up model in shop 173 57.7% Price 165 55.0% Catalogue 140 46.7% Internet information 116 38.7% Maker or carrier image 79 26.3% Shop staff’s opinion 76 25.3% Phone expert friend or family member’s opinion 62 20.7% Ordinary friend or family member’s opinion 50 16.7% Mobile phone magazine 37 12.3% What’s in vogue 26 8.7% Other magazine 19 6.3% Other 6 2.0% I don’t reference any materials 20 6.7%
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