Mobile coupons mostly used for fast food in Japan
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In these tough economic times, one way of saving money is to collect coupons, so this recent survey from Point On Research and reported on by japan.internet.com looked at this very topic of mobile phone coupons.
Demographics
Over the 1st and 2nd of March 2009 exactly 1,000 mobile phone-using members of the Point On monitor group completed a private internet-based questionnaire. The sample was split exactly 50:50 male and female, and 20.0% in their teens, 20.0% in their twenties, 20.0% in their thirties, 20.0% in their forties, and 50.0% in their fifties.
Just at the weekend, and just in time for this survey, I got two mobile coupons, one for 100 yen off a doughnut and coffee set at Mister Donuts, and the other for a free men’s bath salts from the rather feminine chain of pricey bric-a-brac Afternoon Tea.
I’m not aware of any of the coupon sites mentioned in the last question, but that might be a good topic for Nihon Hacks or Frugalista Japan to investigate.
Research results
From the original sample, 609 people, or 60.9%, had used coupons on their mobile phones. These 609 people were asked the following:
Q1: Where have you used mobile phone coupons? (Sample size=609, multiple answer)
Votes Percentage Fast food restaurant 498 81.8% CD, video rental 209 34.3% Family restaurant 207 34.0% Purchasing goods 127 20.9% Izakaya (Japanese-style pub-restaurant) 123 20.2% Karaoke 106 17.4% Other food, drink shop 86 14.1% Sport, leisure facility 24 3.9% Hotel, inn 21 3.4% Beauty salon, health-related service 20 3.3% Other 15 2.5% In the age breakdown, it was teenagers and those in their twenties that were the heaviest users of fast-food coupons.
Q2: When do you most often obtain coupon information? (Sample size=609)
Obtain from shop web site when needed 39.9% Obtain from coupon web site when needed 13.8% Obtain coupon when I get new information (eg, email newsletter) 23.5% Regularly gather together coupon information 3.6% No particular pattern 18.9% Other 0.3% Finally, the remaining 391 non-coupon using people were asked the following.
Q3: Would you want to use mobile phone coupons in the future? (Sample size=391)
Want to use 6.1% Depending on the details, want to use 73.1% Don’t want to use 20.7%
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Hey there, thanks for the link!
Personally, the only website I’ve ever used for coupons when eating out etc is Hot Pepper, which also has a print publication here in Kansai. They have a pretty awesome iPhone app too, that uses the location sensor to show you coupons “close to you”. Could be talking about that?
Hi Jamie,
I used to get Hot Pepper all the time, but it’s just too big these days. I like the sound of using the location sensor to narrow down the search.
BTW, I’ve got a Mister Donuts half price coffee coupon that I’ll have to post about.
Hi Ken. We are US-based (Boston) enterprise messaging company (mostly MMS, some WAP). Do you know how the coupons were sent to the customer’s phones (i.e. SMS, WAP, MMS, other) and how the retailers redeemed the coupons? Did they scan a barcode on the phone? Or use Near Field Comunications? Many thanks for your help. Excellent article.
this is a good article
Very interesting article and data. My name is Scott Ressler, I am CEO of U.S. Based Coupon Giant in Naples Florida. We own Mobile 1 Travel Coupons, Mobile Mom Travel Coupons, and Fast Food Coupons mobile. This data is very similar to our results in the US. Would be interested in chatting with my Japanese counterparts.
An excellent article.
Scott A. Ressler
CEO, co-Founder
Coupon Giant
Naples Florida
We may be interested in a business aliance with an online and mobile Japanese Coupon company. Feel free to contact me Scott@FastFoodCouponsGiant.com
We are a Fast Food Coupon and Travel Coupon company in Naples, Florida USA.