世論 What Japan Thinks

The SoftBank adverts are my favourites, although there is always the risk of over-exposure with the dog even recently featuring in a photo book and a DVD. However, this recent survey from BlogCh showed no signs of flagging popularity when they asked about mobile phone television commercials.

Demographics

Between the 15th and 17th of July 2008 370 members of the CLUB BBQ free email forwarding service successfully completed a private internet-based questionnaire. 53.0% of the sample were male, 14.6% in their twenties, 49.2% in their thirties, 28.6% in their forties, and 7.6% in their teens or over fifty.

I wonder if they’ll have the SoftBank dog using the iPhone? Given that another survey today indicated that the euphoria has passed, will they trot out their dog to flog some more kit? Will they introduce a new character? They had five rather unpleasant cats recently but they only lasted a week or so. Oh, and here is Dante Carver, the black guy who plays second fiddle to a white dog.

Q3 also brings me to another pet hate (as it were) with the SoftBank mutt coming tops as a fireworks partner. Back in the UK, in the run-up to November the 5th they’d be public service advertisements and other reminders to keep pets indoors to avoid them getting spooked by fireworks, but I’ve never heard of such a thing over here.

Finally, if you’re a SoftBank customer, here’s your chance to win a talking Oto-san bank or strap and free Oto-san themed games and deco-mail!

Research results

Q1: Which actor from mobile carrier advertisements do you feel most favourable towards? (Sample size=370)

	All	Male N=196	Female N=174
Kai-kun (Softbank Hokkaido-ken dog)	40.0%	32.7%	48.3%
Aya Ueto	14.3%	20.4%	7.5%
Kanako Higuchi	3.2%	3.1%	3.4%
Dante Carver	3.2%	3.6%	2.9%
Riko Narumi	4.9%	6.6%	2.9%
Maki Horikita	4.1%	5.6%	2.3%
Kenichi Matsuyama	1.9%	2.0%	1.7%
Shinichi Tsutsumi	3.5%	2.0%	5.2%
Hikari Ohta (Bakusho Mondai)	1.1%	1.5%	0.6%
Yuji Tanaka (Bakusho Mondai)	0.8%	1.0%	0.6%
Yukie Nakama	16.2%	18.9%	13.2%
Satoshi Ono (Arashi)	2.7%	1.0%	4.6%
Sho Sakurai (Arashi)	0.3%	0.0%	0.6%
Masaki Aiba (Arashi)	0.5%	0.5%	0.6%
Kazunori Ninomiya (Arashi)	0.8%	0.0%	1.7%
Jun Matsumoto (Arashi)	2.4%	1.0%	4.0%

Q2: Who do you think is most skillful with a mobile phone? (Sample size=370)

	All	Male N=196	Female N=174
Kai-kun (Softbank Hokkaido-ken dog)	19.2%	17.3%	21.3%
Aya Ueto	23.5%	23.0%	24.1%
Kanako Higuchi	3.0%	2.0%	4.0%
Dante Carver	2.4%	3.6%	1.1%
Riko Narumi	1.9%	3.1%	0.6%
Maki Horikita	8.1%	11.7%	4.0%
Kenichi Matsuyama	5.7%	6.6%	4.6%
Shinichi Tsutsumi	3.2%	3.1%	3.4%
Hikari Ohta (Bakusho Mondai)	4.6%	5.1%	4.0%
Yuji Tanaka (Bakusho Mondai)	3.5%	4.1%	2.9%
Yukie Nakama	5.7%	7.7%	3.4%
Satoshi Ono (Arashi)	0.8%	1.0%	0.6%
Sho Sakurai (Arashi)	5.4%	3.6%	7.5%
Masaki Aiba (Arashi)	3.5%	1.5%	5.7%
Kazunori Ninomiya (Arashi)	4.3%	3.1%	5.7%
Jun Matsumoto (Arashi)	5.1%	3.6%	6.9%

Q3: Who would you most like to go to a fireworks festival with? (Sample size=370)

	All	Male N=196	Female N=174
Kai-kun (Softbank Hokkaido-ken dog)	22.7%	14.3%	32.2%
Aya Ueto	20.0%	30.1%	8.6%
Kanako Higuchi	4.1%	6.1%	1.7%
Dante Carver	2.7%	0.5%	5.2%
Riko Narumi	5.7%	8.7%	2.3%
Maki Horikita	9.2%	15.3%	2.3%
Kenichi Matsuyama	3.2%	0.5%	6.3%
Shinichi Tsutsumi	6.5%	1.5%	12.1%
Hikari Ohta (Bakusho Mondai)	0.8%	1.0%	0.6%
Yuji Tanaka (Bakusho Mondai)	1.1%	1.5%	0.6%
Yukie Nakama	13.2%	18.4%	7.5%
Satoshi Ono (Arashi)	1.6%	0.5%	2.9%
Sho Sakurai (Arashi)	1.4%	0.0%	2.9%
Masaki Aiba (Arashi)	1.9%	0.0%	4.0%
Kazunori Ninomiya (Arashi)	2.2%	0.5%	4.0%
Jun Matsumoto (Arashi)	3.8%	1.0%	6.9%

Q4: Who do you think best fits their mobile carrier’s image? (Sample size=370)

	All	Male N=196	Female N=174
Kai-kun (Softbank Hokkaido-ken dog)	40.5%	3.8.%	42.5%
Aya Ueto	15.4%	20.9%	9.2%
Kanako Higuchi	1.6%	2.1%	1.1%
Dante Carver	3.8%	2.6%	5.2%
Riko Narumi	3.0%	2.0%	4.0%
Maki Horikita	3.0%	3.1%	2.9%
Kenichi Matsuyama	3.5%	3.1%	4.0%
Shinichi Tsutsumi	3.5%	1.0%	6.3%
Hikari Ohta (Bakusho Mondai)	0.5%	0.5%	0.6%
Yuji Tanaka (Bakusho Mondai)	1.4%	2.0%	0.6%
Yukie Nakama	17.3%	19.9%	14.4%
Satoshi Ono (Arashi)	2.4%	1.5%	3.4%
Sho Sakurai (Arashi)	1.4%	0.5%	2.3%
Masaki Aiba (Arashi)	0.3%	0.0%	0.6%
Kazunori Ninomiya (Arashi)	0.5%	0.0%	1.1%
Jun Matsumoto (Arashi)	1.9%	2.0%	1.7%

Q5: Which mobile carrier’s advertisements do you feel most favourable towards? (Sample size=370)

	All	Male N=196	Female N=174
DoCoMo	17.0%	19.9%	13.8%
au	28.9%	29.1%	28.7%
SoftBank	54.1%	51.0%	57.5%