世論 What Japan Thinks

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My main role in housework is hoovering up the rubbish (and anyone complaining about my British English will be summarily banned ) every Sunday morning, so this recent survey conducted by DIMSDRIVE Research into vacuum cleaners is right up my street.

Demographics

Between the 5th and 13th of December 2007 8,803 members of the DIMSDRIVE Monitor group completed a private internet-based questionnaire. 59.7% of the sample was female, 0.5% in their teens, 15.7% in their twenties, 37.4% in their thirties, 28.6% in their forties, 13.1% in their fifties, and 4.7% aged sixty or older. 48.9% had children (up to what age is not specified) at home, 12.8% lived by themselves, 23.3% with one other person, 24.8% with two others, 25.1% with three others, and 14.0% with four or more others. Pet ownership is interesting enough to merit a separate table!

I change the paper bag whenever the warning light comes on; our machine has a voice feature that gives a verbal alert too once the bag is seriously full. One of the reasons we chose the exact model was the accessory set which includes a brush for doing on top of beds, but my favourite feature is a button on the head that I can depress with my foot to undock it, leaving me with a smaller head for getting down the side of the fridge or round behind furniture. It also has a dust sensor, but I feel it doesn’t work properly – perhaps it is too easy for dust to build up on the sensor?

And Hello Kitty sucks!

Research results

Q8: Based on which features did you choose this vacuum cleaner? (Sample size=8,412, multiple answer)

Anti-bacterial, smell removal, air purifying function	11.0%
No cleaning necessary filter	10.1%
Mites, flea suction	8.4%
Dust separation	7.7%
Dust sensor	5.6%
Self-cleaning filter	2.7%
Minus ion	2.1%
Anti-allergy functions	1.6%
Suck up liquids	1.5%
Other functions	3.3%
None in particular, didn’t chose it myself	63.9%

Q9: Why did you buy a bag type vacuum cleaner instead of a cyclone type? (Sample size=5,581, multiple answer)

Cheap	41.9%
Can throw rubbish away in paper bag	27.8%
Used to using paper bag type	15.4%
Shop only sold paper bag types	12.8%
Easy to clean	12.5%
Lightweight, compact	9.1%
The machine I wanted was a paper bag type	5.6%
Looks to be able to deal with dust and mites better than a cyclone	4.4%
Looks like the machine can be kept clean	3.7%
Other	4.6%
Just because	3.7%
Didn’t choose it myself	23.1%

Some of the more interesting other reasons were that cockroaches could be sucked up and never seen again, and cyclones are noisy, get jammed, or are extremely difficult to use.

Q10: When do you change the bag on the bag type vacuum cleaner you use the most? (Sample size=5,581, multiple answer)

When I feel suction becomes weak	43.4%
Once the bag is full up	38.0%
When the “full” warning sign appears	23.9%
When I become aware of it	12.5%
When the bag is about half full	12.1%
After I suck up insects, mould, etc	4.5%
When doing the spring cleaning	2.1%
Once a month or other regular schedule	1.9%
When a little rubbish builds up in the bag	1.4%
Every time I use it	0.8%
Other	0.4%
Don’t change the paper bag	0.8%
Don’t know	6.9%

Q11: Why did you buy a cyclone type vacuum cleaner instead of a paper bag type? (Sample size=2,098, multiple answer)

Don’t need to buy paper bags	59.5%
Seems easy to clean	38.9%
Looks as if it wouldn’t lose suction power	34.7%
Looks to be able to deal with dust and mites better than a paper bag type	25.4%
Looks like the machine can be kept clean	16.8%
Has the latest functions	7.9%
Brand, store display looked appealing	7.1%
Good design	6.9%
The machine I wanted was a cyclone type	6.4%
Used to using cyclone type	2.2%
Other	1.4%
Just because	2.8%
Didn’t choose it myself	11.0%

Q12: When do you throw out the rubbish on the cyclone type vacuum cleaner you use the most? (Sample size=2,098, multiple answer)

Every time I use it	28.3%
When it is about half full	25.8%
When I feel suction becomes weak	19.7%
When the “full” warning sign appears	14.4%
When a little rubbish builds up	13.4%
When I become aware of it	13.0%
Once it is full up	12.1%
After I suck up insects, mould, etc	3.9%
When doing the spring cleaning	1.6%
Once a month or other regular schedule	1.1%
Other	0.5%
Don’t throw away the rubbish	0.2%
Don’t know	4.0%

Q13: When do you clean the filter on the cyclone type vacuum cleaner you use the most? (Sample size=2,098, multiple answer)

When I feel suction becomes weak	29.5%
At the same time as throwing away rubbish	24.4%
When I become aware of it	23.4%
When the warning sign appears	15.1%
Every time I use it	9.6%
Once a month or other regular schedule	3.8%
When doing the spring cleaning	2.9%
Other	0.6%
Don’t clean the filter	6.3%
Use a machine that doesn’t need filter cleaning	7.7%

Q14: In what places around the home do you feel are difficult to clean or difficult to reach with your vacuum cleaner? (Sample size=8,545, up to three answers)

Rank	Location	Votes
1	Between items of furniture, furniture and wall	1,116
2	Under, around bed	879
3	Corners	868
4	Stairs	850
5	Behind furniture	77.6
6	Around television, television stand	758
7	Around refrigerator	619
8	Under furniture	543
9	Toilet	526
10	Beside skirting board	470
11	Window, window sash	465
12	Ceiling	463
13	Sofa, around sofa	439
14	Gaps	314
15	Carpets, mats	311

Q15: Which of the following catchphrases for vacuum cleaners is the most attractive to you? (Sample size=8,803, multiple answer)

Low energy number 1	13.7%
Unchanging suction power	13.6%
Cleanliness that dust and viruses can’t escape from	12.3%
Clean exhaust	10.7%
Power number 1	10.2%
Corners and right up to walls are no problem	7.1%
Popularity number 1	6.5%
Cheapest price	5.5%
X years between filter cleanings	5.4%
Hot seller	4.6%
Shop, manager recommendation	1.2%
This year’s latest model	0.7%
Other	0.6%
None in particular	7.9%

[part 1] [part 2]