Cell phone accessory market in Japan


One place where mobile phone vendors probably make a reasonable amount of profit is on accessories purchased along with a new phone, as they have the customer already opening their wallet, so pushing a couple of extra bits and bobs onto the punter is a relatively easy sale. To find out how the customer thinks, japan.internet.com recently reported on a survey conducted by goo Research into mobile phone accessories.


Between the 27th and 30th of July 2007 1,084 members of goo Research’s online monitor group completed a private internet-based questionnaire. 53.0% were male, 16.4% in their teens, 18.2% in their twenties, 21.9% in their thirties, 16.0% in their forties, 15.4% in their fifties, and 12.2% aged sixty or older.

Looking at Q2, I wonder if there is a possibility that the respondents were confused. I find it rather difficult to believe that less than one in five buy either an AC adaptor or a cradle, or conversely that almost one in five buy a second AC adaptor or cradle, so perhaps there was confusion as to whether or not to indicate that the separately paid for but usually purchased (I suspect) adaptor and cradle were actually to be counted as accessories.

Research results

First, out the 1,084 people in the sample, 1,004 were mobile phone users. When they were asked which optional items are needed for mobile phones, most people (68.6%) answered that it was an AC adaptor. Next was a battery pack, with 60.8% choosing this option. Next was a desktop cradle, with 42.5% choosing that.

Q1: What mobile phone optional accessory do you think is most important? (Sample size=1,004)

  Votes Percentage
AC adaptor 359 35.8%
Battery pack 248 24.7%
Table-top use cradle 108 10.8%
External memory card 45 4.5%
USB cable 33 3.3%
Emergency-use dry cell battery power pack 28 2.8%
Portable battery recharger 27 2.7%
In-car cigar socket adapter 18 1.8%
In-car use cradle 8 0.8%
Basic headphone and microphone kit 7 0.7%
Headphone and microphone kit with remote control 7 0.7%
Headphone jack adaptor 5 0.5%
Bone conduction headphone kit 4 0.4%
Carrying case 2 0.2%
Exchangeable face plate 0 0.0%
Other 1 0.1%

Next, it was found out that around half the sample, or 493 people, had bought accessories along with their mobile phone. Note my comments in the introduction on this point.

Q2: Which optional items for mobile phones have you purchased? (Sample size=493, multiple answer)

  Votes Percentage
AC adaptor 209 42.4%
External memory card 183 37.1%
Table-top use cradle 174 35.3%
Battery pack 169 34.3%
USB cable 107 21.7%
Basic headphone and microphone kit 89 18.1%
Emergency-use dry cell battery power pack 68 13.8%
In-car cigar socket adapter 63 12.8%
Carrying case 47 9.5%
Headphone jack adaptor 40 8.1%
In-car use cradle 30 6.1%
Headphone and microphone kit with remote control 28 5.7%
Exchangeable face plate 27 5.5%
Portable battery recharger 21 4.3%
Bone conduction headphone kit 3 0.6%
Can’t remember 2 0.4%
Other 9 1.8%

I’d liked to have seen separate data for BlueTooth-based headphones.

Q3: Where did you buy your mobile phone and accessories? (Sample size=493, multiple answer)

  Votes Percentage
Home electrical store 277 56.2%
Carrier’s shop 244 49.5%
Other mobile phone shop 57 11.6%
Carrier’s online store 21 4.3%
Other 33 6.7%
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