世論 What Japan Thinks

Here’s an interesting survey on portable audio players from iShare showing how sold-state music has muscled out MD players, the leader from just three and a half years ago.

Demographics

Between the 25th of February and the 2nd of March 2009 417 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 52.8% of the sample were male, 40.0% in their twenties, 26.4% in their thirties, and 33.6% in their forties.

I don’t own any portable audio players – well, actually my mobile phone can play music, but I’ve never used the feature. My wife has an MD player lying around that she never uses, but I have a cunning plan for it that doesn’t involve music… Right at the moment I could use a portable player as there is a rather drunk or mentally disturbed guy muttering away to himself as I’m trying to concentrate on translating, but I digress. On to the survey!

Research results

Q1: Do you have a portable music player? (Sample size=417)

	All	Male N=220	Female N=197
Yes (to SQs)	73.1%	76.4%	69.5%
No	26.9%	23.6%	30.5%

Q1SQ1: What kinds of portable music players do you have? (Sample size=305, multiple answer)

	All	Male N=168	Female N=137
Digital audio player	80.7%	82.7%	78.1%
Mobile phone	63.9%	67.9%	59.1%
Portable MD player	22.3%	17.9%	27.7%
Portable CD player	14.8%	12.5%	17.5%
Portable cassette tape player	9.5%	6.5%	13.1%

Q1SQ2: Which portable music player do you use the most? (Sample size=305)

	All	Male N=168	Female N=137
Digital audio player	74.1%	75.0%	73.0%
Mobile phone	20.3%	21.4%	19.0%
Portable MD player	3.6%	2.4%	5.1%
Portable CD player	2.0%	1.2%	2.9%
Portable cassette tape player	0.0%	0.0%	0.0%

Q1SQ3: When do you listen to you portable music players? (Sample size=305, multiple answer)

	All	Male N=168	Female N=137
Going to school, work	63.0%	65.5%	59.9%
Other travelling	40.0%	37.5%	43.1%
While doing my hobbies	26.2%	20.2%	33.6%
While working, studying	13.1%	11.9%	14.6%
When I make time to listen to music	10.5%	11.3%	9.5%
While doing the housework	10.2%	4.2%	17.5%
While exercising at the gym, etc	8.2%	7.1%	9.5%
Other	9.2%	7.7%	10.9%

Q2: How do you learn about new music that is on sale? (Sample size=417, multiple answer)

	All	Male N=220	Female N=197
Television commercial	41.2%	34.1%	49.2%
Internet news	33.1%	37.7%	27.9%
Television music program	25.9%	22.7%	29.4%
Other television program	20.1%	16.8%	23.9%
Radio	18.2%	21.8%	14.2%
Artist’s web site	17.0%	12.7%	21.8%
CD shop	15.3%	14.1%	16.8%
Internet word of mouth (blogs, etc)	15.1%	13.6%	16.8%
Word of mouth from friends	11.3%	8.6%	14.2%
Magazine	8.4%	8.2%	8.6%
CD rental shop	6.7%	5.9%	7.6%
Non-ringtone download site	3.6%	3.6%	3.6%
Free paper	3.4%	2.7%	4.1%
Poster	3.4%	3.2%	3.6%
Ringtone download site	2.6%	2.3%	3.0%
Other	5.8%	5.9%	5.6%