Young Japanese city women and design

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This survey has perhaps a rather narrow sample, but it is the early 20s women who are the trend leaders (or the first to adapt trends promoted by industry, depending on how cynical you want to be) so this recent survey sponsored by JIDPO (Japan Industrial Design Promotion Organization) and conducted by goo Research into design reveals a number of interesting numbers.

Demographics

Between the 1st and 5th of December 2008 1,102 women from the goo Research monitor group aged between 20 and 26 answered an online private questionnaire. 33.2% of the sample resided in the Tokyo area, 33.6% in the Osaka area, and 33.2% in the Nagoya area. 9.9% of the sample were aged 20, 14.0% aged 21, 17.2% aged 22, 16.4% aged 23, 20.1% aged 24, 21.8% aged 25, and 0.6% aged 26.

Not surprisingly Apple feature prominently, but note that in Q1 there are six or less iPhone owners who rate their device (cross reference the data with Q3), versus 125 iPod owners, yet in Q2 the iPhone is the second-most appreciated device that people do not own. Both the SoftBank CEO and I know the reason for that.

I am surprised, however, by Sharp’s mobiles being high on the list. Their AQUOS mobile phone ball joint is an impressive piece of industrial design, but the overall phone is a bit ordinary, I feel. My personal favourite mobile phone from a design point of view is the NEC N703iD credit-card themed one.

Oh, and my wife has modelled wedding dresses for the Yumi Katsura in Q8.

Research results

Q1: Amongst stuff you do own or have owned, what do you feel has superior design? (Sample size=1,102, 1,299 free answers, top 20 answers)

Rank   Votes
1 Apple iPod series (Nano, Shuffle, Touch, etc) 125
2 Sharp mobile phones (AQUOS Keitai, SH7021D, 705SH, SH905i, etc) 38
3 NEC mobile phones (N905i, N703iD, N706, etc) 23
4= Apple notebook computers (MacBook, iBook, etc) 19
4= Sony-Ericsson mobile phones (SO706i, SO903i, W61S, W42S, etc) 19
4= Nintendo DS 19
4= Panasonic mobile phones (P704i, P901i, 821P, W52P, P-01A, etc) 19
8= Sanyo mobile phones (Infobar, Sweets, W43SA, W54SAQ, etc) 16
8= Sharp LCD televisions (AQUOS, etc) 16
8= Sony VAIO computer 16
8= Sony Walkman 16
12 Anna Sui cosmetics (Nail colour, mirror, lipstick, etc) 14
13 Pilot ball pen (Dr GRIP, Hi-TEC, etc) 13
14= Nintendo Wii 11
14= Muji Ryohin household items (, notepad, bag-in-bag, calculator, scissors, etc) 11
16 Apple desktop computers (Mac, iMac, etc) 10
17= NEC notebook computer (Lavie, etc) 9
17= Canon digital compact camera (Ixy, Eos Kiss, etc) 9
19= Canon printer (Pixus, etc) 8
19= Fujitsu mobile phones (F703i, F905i, F700i, etc) 8

Q2: Amongst stuff you have never owned, what do you feel has superior design? (Sample size=1,102, 1,184 free answers, top 20 answers)

Rank   Votes
1 Apple iPod series (Nano, Shuffle, Touch, etc) 86
2 Apple iPhone 40
3 Plus-Minus Zero humidifiers 32
4 Apple desktop computers (Mac, iMac, etc) 30
5 Apple notebook computers (MacBook, iBook, etc) 21
6 Sharp LCD televisions (AQUOS, etc) 17
7 Nintendo Wii 15
8 Sony VAIO computer 12
9 Nissan March compact car 11
10= Le Creuset pots and pans 9
10= Sharp mobile phones (W62SH, 904SH, SH705i, etc) 9
10= Nintendo DS 9
13= Mini Cooper 8
13= Sanyo mobile phones (Infobar, etc) 8
13= Sony Computer Entertainment PSP 8
13= Toyota iQ compact car 8
17= Franc Franc furniture (chair, computer desk, dresser, etc) 6
17= Jill Stuart cosmetics (make-up, face powder, compact, etc) 6
17= Louis Vuitton wallets 6
17= Sony Bravia television 6
17= Sony Computer Entertainment PS3 6
17= Nissan Cube compact car 6

For Q3, the answers from Q1 were taken and summed by manufacturer.

Q3: Amongst stuff you do own or have owned, what do you feel has superior design? (Sample size=1,102, 1,299 free answers, summed by manufacturer, top 15 answers)

Rank   Votes
1 Apple 160
2 Sharp 64
3 Sony 48
4 NEC 41
5 Muji Ryohin 38
6 Panasonic 35
7 Franc Franc 33
8 Nintendo 31
9 Anna Sui 29
10= Sanyo 20
10= Toshiba 20
12= Louis Vuitton 19
12= Sony-Ericsson 19
14= Pilot 18
14= Uniqlo 18

For Q4, the answers from Q2 were taken and summed by manufacturer.

Q4: Amongst stuff you have never owned, what do you feel has superior design? (Sample size=1,102, 1,184 free answers, summed by manufacturer, top 15 answers)

Rank   Votes
1 Apple 187
2 Toyota 41
3 Plus-Minus Zero 37
4 Nissan 34
5 Franc Franc 31
6= Sharp 29
6= Sony 29
8 Nintendo 25
9 Louis Vuitton 22
10 Le Creuset 17
11= Muji Ryohin 16
11= Sony Computer Entertainment 16
13= Gucci 15
13= Ikea 15
13= Jill Stuart 15

Q5: What product do you think is representative of Japanese design? (Sample size=1,102, free answer, top 15 answers)

Rank   Votes
1 Sharp AQUOS 42
2 Toyota cars 23
3 Toyota Prius 19
4 Nintendo DS 16
5= Sony VAIO 15
5= Nintendo Wii 15
7 Sony Walkman 14
8= Toyota iQ compact car 11
8= Kimono 11
10= Nissin Cup Ramen 9
10= Taro Okamoto’s Tower of the Sun 9
10= Toyota Lexus 9
13= Sharp mobile phones 8
13= Sori Yanagi’s Butterfly Stool 8
15= Plus-Minus Zero humidifiers 7
15= Toyota Corolla 7
15= Sanrio’s Hello Kitty 7
15= Nippon Television City Corporation’s Tokyo Tower 7

Q6: What product do you think is representative of Japanese design? (Sample size=1,102, free answer summed by manufacturer, top 15 answers)

Rank   Votes
1 Toyota 117
2 Sony 82
3 Sharp 61
4 Nintendo 46
5 Uniqlo 33
6 Muji Ryohin 29
7 Sori Yanagi 20
8 HANAE MORI 16
9= Plus-Minus Zero 15
9= Panasonic 15
11 Yumi Katsura Bridal House 14
12= Nissan 13
12= Honda 13
14= Sanrio 12
14= Chisato Tsumori 12

This following question is about the overall brand image rather than just the sum of their products.

Q7: What brand do you feel has superior design? (Sample size=1,102, 382 free answers, summed by manufacturer, top 20 answers)

Rank   Votes
1 Sony 108
2 Apple 98
3 Muji Ryohin 79
4 Franc Franc 60
5 Louis Vuitton 45
7 Toyota 36
8 Anna Sui 33
9 Panasonic 30
10 Coach 29
11 Plus-Minus Zero 24
12 Gucci 22
13 Disney 20
14 Nissan 18
15= amadana 17
15= Nintendo 17
17= iPod 14
17= Le Creuset 14
17= Uniqlo 14
20= Chanel 13
20= Ikea 13
20= Tiffany 13

Q8: Which designers do you know by name? (Sample size=1,102, 1,360 free answers, top 20 answers)

Rank   Votes
1 Hanae Mori (森英恵) 130
2 Chisato Tsumori (津森千里) 80
3 Kansai Yamamoto (山本寛斎) 53
4 Hiroko Koshino (コシノヒロコ) 46
5= Yumi Katsura (桂由美) 43
5= Kashiwa Sato (佐藤可士和) 43
7= Uno Kanda (神田うの) 40
7= TAKEO KIKUCHI (菊池武夫) 40
9 Junko Koshino (コシノジュンコ) 37
10= Hiromichi Nakano (中野裕通) 26
10= Sori Yanagi (柳宗理) 26
12 Coco Chanel 25
13= Anna Sui 24
13= Marc Jacobs 24
13= ISSEY MIYAKE (三宅一生) 24
16 Naoto Fukazawa (深澤直人) 22
17= Tadao Ando (安藤忠雄) 19
17= Yves Saint Laurent 19
17= Michiko Koshino (コシノミチコ) 19
17= Ryu Murakami (村上隆) 19
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