世論 What Japan Thinks

[part 1] [part 2]

Macromill Inc recently published the results of some research it conducted into electronic money, in particular nanaco and WAON.

Demographics

Between the 9th and 10th of April 2007 1,030 members of Macromill Monitor group resident in Tokyo or the three surrounding prefectures completed a private online survey. The group was split exactly 50:50 male and female in each of the five age bands: 20.0% in their teens (between 15 and 19), 20.0% in their twenties, 20.0% in their thirties, 20.0% in their forties, and 20.0% in their fifties.

Even though I have quite an interest in electronic money, I’d only vaguely heard of nanaco, and never of WAON, even though I often shop in their supermarkets. Perhaps the initial launch is limited to the Tokyo area, or perhaps my rather run-down supermarket in the suburbs is way down in the priority list!

Survey results

Q1A: Seven and I Holdings (7-11 convenience store parent company) plan to start issuing the electronic cash card “nanaco” on the 23rd of April 2007. Did you know about this? (Sample size=1,030)

Know both name and related information (to SQA)	9.5%
Just know the name (to SQ1A)	25.3%
Don’t know about it	65.1%

Q1B: Aeon (large supermarket, malls, etc company) plan to start issuing the electronic cash card “WAON” during the second half of April 2007. Did you know about this? (Sample size=1,030)

Know both name and general information (to SQB)	3.9%
Just know the name (to SQ1B)	17.4%
Don’t know about it	78.7%

Q1SQ1A: Do you think you would want to use the “nanaco” electronic cash service? (Sample size=those who have heard of nanaco)

Want to use or already applied (to SQ2A)	8.4%
Perhaps want to use (to SQ2A)	46.8%
Don’t realy want to use (to SQ3A)	34.5%
Don’t want to use (to SQ3A)	10.3%

Q1SQ1B: Do you think you would want to use the “WAON” electronic cash service? (Sample size=those who have heard of WAON)

Want to use or already applied (to SQ2B)	5.9%
Perhaps want to use (to SQ2B)	37.4%
Don’t realy want to use (to SQ3B)	43.8%
Don’t want to use (to SQ3B)	12.8%

Q1SQ2A: Why might you want to use the “nanaco” electronic cash service? (Sample size=198, multiple answer)

Often use 7-11 stores	71.2%
No annual fees	50.5%
Good points service	47.5%
Seems to be many places to use	32.3%
Just want to try it out	27.8%
Can share points with other services	20.2%
Is prepay system	20.2%
Can use by mobile phone	19.7%
Attracted by points awarded to new customers	9.1%
Seems to be many other services as well as points	8.1%

Q1SQ3A: Why might you not want to use the “nanaco” electronic cash service? (Sample size=161, multiple answer)

Don’t use 7-11 stores much	35.4%
Because already using other electronic money service, I don’t feel it’s necessary	31.7%
Want to just see how it does first	30.4%
Don’t know the details or benefits, etc of the service	24.2%
Don’t want to use electronic money	21.1%
Worried about the security aspect	16.8%
Don’t know how to use it	10.6%
There’s a fee for issuing the card	9.9%
Probably spend too much money	9.3%
Feel there’s too few shops to use it at	8.1%
Point system doesn’t seem attractive	5.6%
Charge (money storage) amount is low	0.6%
Other	6.8%
No answer	0.6%

Q1SQ2B: Why might you want to use the “WAON” electronic cash service? (Sample size=95, multiple answer)

Good points service	61.1%
No annual fees	58.9%
Often use Aeon group stores	49.5%
Just want to try it out	30.5%
Seems to be many places to use	17.9%
Is prepay system	17.9%
Seems to be many other services as well as points	14.7%
Has automatic charging from Aeon credit card option	11.6%
Three different kinds of card to choose from	6.3%

Q1SQ3B: Why might you not want to use the “WAON” electronic cash service? (Sample size=124, multiple answer)

Don’t use Aeon group stores much	43.5%
Don’t want to use electronic money	41.9%
Want to just see how it does first	34.7%
Worried about the security aspect	17.7%
Feel there’s too few shops to use it at	16.9%
There’s a fee for issuing the card	12.1%
Probably spend too much money	11.3%
Charging (money storage) is bothersome	8.1%
Don’t know how to use it	8.1%
Point system doesn’t seem attractive	4.8%
Charge (money storage) amount is low	0.8%
Other	4.0%

Q2: Which of the following electronic cash services do you know about? (Sample size=1,030, multiple answer)

Suica, Mobile Suica	92.9%
Edy	85.8%
PASMO	84.8%
iD/DCMX	31.1%
QUICKPay	21.4%
Smartplus	7.7%
VISA TOUCH	7.5%
Other	0.4%
Don’t know any electronic money services	3.3%

[part 1] [part 2]