世論 What Japan Thinks

With KDDI running the au design project that is producing a number of interesting phones, this look by Marsh Inc, reported on by japan.internet.com, into cellphone design found that simple, if not just downright boring, was best.

Demographics

Over the 9th and 10th of April 2009 300 members of the Marsh monitor group completed a private internet-based questionnaire. 50.0% of the sample were female, 20.0% in their twenties, 20.0% in their thirties, 20.0% in their forties, 20.0% in their fifties, and 20.0% aged sixty or older.

I’m a bit surprised that they didn’t include a suitable category for the iPhone to fall under in Q1. The straight type implies more the standard candybar rather than the… how would you describe the iPhone’s form factor?

I’m a clamshell adult elegant black or two-tone sort of guy myself.

Research results

Of the sample, 283 people, or 94.3%, had a cellphone. They were asked the following.

Q1: What is your most favourite form factor for a cellphone? (Sample size=283)

Clamshell	67.8%
Slider	9.2%
Two-way opening ball joint	7.4%
Straight	2.8%
Small form-factor	2.1%
Full keyboard smart phone	1.4%
Two-way open (Viera)	1.4%
Cycloid centre rotator (AQUOS)	1.1%
Wristwatch type	0.4%
Flat rotator	0.0%
Not particularly fussy	6.0%
Other	0.4%

Q2: What is your most favourite design theme for a cellphone? (Sample size=283)

Simple	47.3%
Adult elegance	24.7%
Business-oriented	9.2%
Cute	8.8%
Mechanical design	1.8%
Retro style	1.4%
Artistic	1.1%
Child-oriented	0.0%
Street fashion	0.0%
Not particularly fussy	4.6%
Other	1.1%

Q3: What colours do you like in a cellphone? (Sample size=283, multiple answer)

	Votes	Percentage
Silver	115	40.6%
Black	105	37.1%
White	87	30.7%
Pink	66	23.3%
Blue	52	18.4%
Gun metallic	45	15.9%
Red	40	14.1%
Orange	25	8.8%
Green	23	8.1%
Two-tone	14	4.9%
Yellow	11	3.9%
Multi-coloured	7	2.5%
No particular colours	21	7.4%
Other	14	4.9%