世論 What Japan Thinks

With the new 2007 summer mobile phone launch completed, with the main focus being on the top end high-specification models, NEPRO Japan came out with a report on a survey into cell phone upgrade needs.DemographicsBetween 10am on the 5th of July and 3am on the 6th of July 2007, NEPRO Japan made a questionnaire available through the menuing systems of the three main mobile service providers, namely NTT DoCoMo’s iMode, .

I try to restrict my new handset cost to under 10,000 yen, but then there’s always a new power adaptor, phone cradle, 2,000 yen contract renewal fee and a couple of other hidden costs that all add up.

Research results

Q1: Since the new summer 2007 models have been announced, have you thought of upgrading your phone? (Sample size=3,817)

Yes, already upgraded	8%
Yes, have definite upgrade plan	8%
Yes, currently looking at what’s available	30%
No plans to upgrade	54%

Q2: When do you most feel the need to upgrade your mobile phone? (Sample size=3,817)

When my current phone gets old	50%
When I’ve saved up a lot of points	12%
When new models come out	11%
When there’s discounts, price cuts	8%
When I get a bonus, have spare cash	3%
When new payment plans are introduced	1%
On my birthday, other anniversary	1%
Other	7%
No particular reason	7%

Q3: About how much on average do you spend when upgrading your mobile phone? (Sample size=3,817)

Less than 5,000 yen	21%
5,000 to 9,999 yen	27%
10,000 to 14,999 yen	22%
15,000 to 19,999 yen	14%
20,000 to 24,999 yen	6%
25,000 to 29,999 yen	5%
30,000 to 34,999 yen	2%
35,000 to 39,999 yen	1%
40,000 yen or more	1%
Never upgraded my phone	1%

Q4: From the following list of features, select the ones you’d like to use, regardless of whether or not your current carrier supports the feature. (Sample size=3,817, multiple answer)

Utahodai, unlimited music download	38%
Windows Mobile	35%
Motion sensing games	32%
Mega-games (1 megabyte-class games)	23%
Full browser	23%
Digital radio	20%
Two in one (two numbers, mail addresses)	15%
Other	12%
None in particular	25%

Q5: Excluding basic functionality such as voice and email, which of the following mobile phone features on your current phone are you satisifed with. (Sample size=3,817, multiple answer)

Camera functions	45%
Music features	35%
Size, weight	35%
Web browsing	27%
Ease of use	25%
One seg digital terrestrial television	17%
Capacity	16%
Connection speed	16%
Other	6%
Nothing in particular	20%