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.

In this survey there was no questions regarding Apple’s iPhone, but it is interesting to note in Q3 that only 4% spend more than 30,000 yen on a new phone, or around US$250, half the cost of iPhone in the USA, although comparing sticker prices is potentially misleading as Japanese phones tend to be subsidised by the carrier, and they recoup their losses through the monthly bills. In Q4, over a third say they want Windows Mobile, although I strongly suspect that not many of them actually know what that means, as previous surveys have shown little interest in SmartPhones.

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%

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