世論 What Japan Thinks

With the new taspo (short for tobacco passport) system gradually being introduced across Japan, this recent survey from DIMSDRIVE Research Inc into taspo sheds some light on what may be in store.

Demographics

Between the 2nd and 10th of April 2008 6,727 members of the DIMSDRIVE monitor group successfully completed a private internet-based questionnaire. 61.1% of the sample was female, 1.2% in their teens, 17.2% in their twenties, 35.9% in their thirties, 27.3% in their forties, 13.2% in their fifties, and 5.2% aged sixty or older. 59 people, or 0.9%, lived in the two trial prefectures where the taspo system has gone live, namely Miyazaki and Kagoshima.

The taspo card has two functions; one is as a proof of age card, the other is electronic cash. However, the electronic cash system is completely incompatible with all other systems, and none of the questions in this survey asked about this feature.

In Q6 you can see most people think there will be little or no effect on under-age smoking due to the introduction of the card. There’s a million and one other cheaper ways that smoking could be reduced in Japan, with forcing Japan Tobacco out of self-denial being high up on the list. As a quick translation, they say (a) that smoking is just one factor combined with environment, stress, eating habits, genetics, exercise, etc and (b) cancer only develops in mice when you attach the equivalent of thousands or tens of thousands of ciggies-worth of tar to their skin. Go to any of the privately-owned brewers’ web sites and there’s a message on the front page about under-age drinking and not drinking when pregnant or nursing. On the other hand, see if you can find the health (dis)information on JT’s Smokers Style site, without cheating and using the site map link.

Research results

Q1: Do you usually smoke cigarettes? (Cigar, pipe, etc excluded) (Sample size=6,727)

Yes (to SQ1)	27.8%
No	72.2%

Q1A: Do you usually smoke cigarettes? (Cigar, pipe, etc excluded) (Sample size=6,727, by age)

	Smoke cigarettes
Male, twenties	24.7%
Male, thirties	36.8%
Male, forties	43.4%
Male, fifties	42.7%
Male, sixty or older	28.6%
Female, twenties	18.1%
Female, thirties	23.7%
Female, forties	24.1%
Female, fifties	22.6%
Female, sixty or older	8.2%

Q1SQ1: Where do you often purchase cigarettes? (Sample size=1,869, multiple answer)

Vending machine (to SQ2, SQ3)	73.2%
Convenience store	71.4%
Street tobacco kiosk	22.3%
Supermarket, discount store, etc	21.3%
Railway kiosk, shop	10.3%
Tobacco specialiaty store	5.7%
Liquor store	4.0%
Restaurant	3.9%
Duty free store, overseas	2.4%
Other shop	2.0%
Other	0.7%
Don’t buy tobacco myself, don’t know	0.9%

Q1SQ2: How often do you purchase cigarettes from vending machines? (Sample size=1,369)

Twice a day or more	1.9%
Once a day	19.6%
Four to six times a week	16.8%
Two or three times a week	30.7%
Once a week	14.1%
Two or three times a month	9.5%
Once a month	3.5%
Once every two or three months	2.3%
Less than that	1.3%
Don’t know	0.3%

By sex, men were more frequent users of vending machines, but otherwise there was no particular trend in evidence.

Q1SQ3: Why do you purchase cigarettes from vending machines? (Sample size=1,369, multiple answer)

Because I can buy any time	66.3%
Because the machines are around when I’m outside	55.7%
Because I can buy quickly	54.3%
Because they are everywhere, easy to find	30.7%
Because they are in easy to buy locations	29.3%
Because they are close to home, work	28.5%
Because I can buy without entering a shop	28.4%
Because it’s easy to select the brand	11.0%
Because there are no shops, only machines close at hand	2.6%
Because my preferred brand is only sold at machines	1.9%
Other	1.5%
No particular reason	2.9%

Q2: Do you know about “taspo”? (Sample size=6,727)

Know the details well (to SQ)	21.3%
Know the details to some extent (to SQ)	56.8%
Just heard of it	17.7%
Don’t know it at all	4.2%

Awareness was pretty much constant across all age groups and both sexes.

Q2SQ: How did you first learn about taspo? (Sample size=5,251)

Television program, news	31.1%
Television advertisement	15.5%
Poster, etc on vending machine	12.6%
From shop selling tobacco products	9.7%
Friends, family	7.0%
Newspaper	6.3%
Pamphlet	5.6%
From sign-up campaign	3.3%
Internet news	2.7%
Taspo web site	0.8%
Magazine	0.7%
Other internet site	0.6%
Internet advertisement	0.3%
Other	1.5%
Don’t remember	2.3%

Q3: How effective do you think the introduction of taspo will be in preventing underage smoking? (Sample size=6,727)

Rather effective	7.1%
Somewhat effective	31.5%
A little effective	41.7%
Ineffective	19.7%

Q4: Have you applied or will you apply for a taspo card? (Sample size=1,869, smokers from Q1)

Already applied (to SQ1)	17.7%
Will definitely apply (to SQ1)	18.4%
Might apply (to SQ1)	27.5%
Might not apply (to SQ2)	15.1%
Won’t apply (to SQ2)	14.6%
Don’t know	6.7%

For men, older people were more likely to have already applied, although adding together the already applied and will definitely apply percentages, rates were similar for all ages. For women, older people were also more prepared, but adding the already and definitely groups together, rates decreased with age, although this might be connected with a significant don’t know percentage amongst older women.

Q4SQ1: Why have you applied, will you apply for a taspo card? (Sample size=1,188, multiple answer)

It would be a problem if I couldn’t buy when I wanted to	72.6%
I often buy from vending machines	53.3%
It would be best just to apply	21.5%
Can use it as electronic money	8.0%
Looks interesting, want to try using the card	7.3%
People are talking about it	2.4%
Other	0.9%
No particular reason	1.8%

Q4SQ2: Why won’t you apply for a taspo card? (Sample size=555, multiple answer)

It’s a pain to apply for	45.0%
Will buy from somewhere else when it’s introduced	36.8%
Don’t like, it’s a pain to carry a card	36.8%
Don’t like having my photo on the card	35.1%
Have to register address and other personal details	33.7%
Don’t use vending machines	27.9%
Probably lose, get stolen; scary if it gets lost	20.0%
Think I’ll use it as an excuse to give up smoking	18.4%
Other	2.5%
No particular reason	3.8%

Q5: How will your cigarette purchasing habits change after the introduction of taspo? (Sample size=1,848, smokers from Q1 outside the trial area, multiple answer)

Won’t change my purchasing habits	43.7%
Will buy at places other than vending machines more	30.8%
Will stock up, buy by the carton at supermarkets, convenience stores, etc	21.4%
Will buy tobacco less often	8.7%
Will smoke less, give up	8.6%
Will buy at vending machines more often	3.1%
Other	0.5%
Don’t know	5.4%

Q6: How will your cigarette vending machine purchasing frequency change after the introduction of taspo? (Sample size=1,848, smokers from Q1 outside the trial area)

Will buy more often at vending machines	3.9%
Will buy less often at vending machines	24.5%
Will stop buying at vending machines	17.1%
Won’t change vending machine habits	43.9%
Don’t know	10.6%

For both sexes, more younger people say they may use vending machines less often, even though there was little difference in frequency of usage of vending machines by sex in Q3.