Clothes shopping by mobile internet surprisingly popular

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How often do you visit mobile internet shopping sites? graph of japanese opinionOver one week at the start of March, infoPLANT conducted a survey by means of a public questionnaire available throughNTT DoCoMo’s iMode menuing system on the subject of online shopping habits. Note that since this is a self-selecting survey, attracting perhaps heavy mobile phone users, there might be some bias towards higher levels of shopping than in the average phone-owning population.

Demographics

6,398 people, 66.1% of them female, successfully completed the survey. 3.1% were in their teens, 33.0% in their twenties, 43.1% in their thirties, 17.7% in their forties, and 3.2% aged fifty or older.

I personally have never bought anything through a mobile phone web site as I restrict all my purchasing activity to a full-size computer, and I’m really surprised to see clothes doing so well, but in part that might be due to people choosing clothes through a paper catalogue then completing the order by mobile phone.

Research results

Q1: About how often do you visit online shopping sites with your mobile phone? (Sample size=6,398)

  All Male
N=2,172
Female
N=4,226
Almost every day 15.1% 12.3% 16.5%
Four or five days a week 6.2% 5.1% 6.7%
Two or three days a week 14.8% 12.5% 16.0%
About one day a week 13.5% 13.1% 13.7%
Two or three days a month 12.6% 10.7% 13.6%
About one day a month 8.3% 8.9% 8.0%
One day every two or three months 5.1% 4.5% 5.4%
Less than that 7.9% 10.4% 6.6%
Don’t visit online shopping sites 16.6% 22.6% 13.5%

In summary, over two in five men and over half of the women visit shopping sites at least once per week. Excluding the over 50 age group, this regularity increased by age for both sexes. Indeed, over 23% of those over 40 visited such shopping sites daily.

Q2: Have you ever bought anything from an online shopping sites through your mobile phone? (Sample size=5,339)

  All Male
N=1,682
Female
N=3,657
Yes, and want to buy again (to Q3A) 69.9% 62.4% 73.3%
Yes, but don’t want to buy again (to Q3A) 4.8% 4.3% 5.1%
No, but want to buy (to Q3B) 17.9% 23.1% 15.5%
No, and don’t want to buy 7.4% 10.2% 6.1%

Q3A: What did you buy from an online shopping sites through your mobile phone? (Sample size=3,989, multiple answer)

  All Male
N=1,682
Female
N=3,657
Clothes, fashion items 53.2% 36.9% 59.5%
Cosmetics 37.0% 9.1% 47.9%
CD, DVD, video 34.6% 46.0% 30.1%
Food, drink 34.6% 31.1% 36.0%
Books, magazines 30.6% 36.8% 28.2%
Movie, concert, etc tickets 16.8% 15.6% 17.3%
Travel tickets, hotel rooms, etc 15.3% 15.8% 15.1%
Game software 10.0% 15.3% 7.9%
Other 30.0% 38.2% 26.8%

Q3B: What did you buy from an online shopping sites through your mobile phone (or what would you like to buy)? (Sample size=1,164, multiple answer)

  All Male
N=475
Female
N=689
CD, DVD, video 37.2% 49.5% 28.7%
Movie, concert, etc tickets 36.8% 33.7% 38.9%
Travel tickets, hotel rooms, etc 35.4% 32.6% 37.3%
Clothes, fashion items 32.9% 22.9% 39.8%
Books, magazines 32.7% 37.3% 29.6%
Food, drink 23.0% 21.1% 24.4%
Cosmetics 18.7% 3.2% 29.5%
Game software 14.6% 23.2% 8.7%
Other 18.6% 23.4% 15.2%

Q4: In the last year, about how much have you spend on online shopping sites through your mobile phone? (Sample size=3,989)

  All Male
N=1,682
Female
N=3,657
Up to 3,000 yen 7.3% 7.1% 7.3%
Up to 5,000 yen 11.2% 12.2% 10.8%
Up to 10,000 yen 20.9% 22.7% 20.2%
Up to 20,000 yen 19.6% 18.4% 20.1%
Up to 30,000 yen 11.7% 10.0% 12.3%
Up to 40,000 yen 4.2% 3.8% 4.4%
Up to 50,000 yen 5.7% 4.7% 6.1%
Over 50,000 yen 13.4% 15.2% 12.7%
Didn’t buy anything in last year 6.0% 5.9% 6.0%
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