Mobile phone price, design key sales points in Japan


How long have you been using your current mobile phone? graph of japanese statisticsOnce again we have the results of the regular monthly surveys from goo Research and as reported by into mobile phone upgrade needs, with this being the 45th time around.


Between the 13th and 17th of April 2009 exactly 1,000 mobile phone users from the goo Research monitor panel completed a private internet-based questionnaire. 53.7% of the sample were female, 1.1% in their teens, 19.1% in their twenties, 37.2% in their thirties, 24.2% in their forties, and 18.4% aged fifty or older.

As a comparison, the fortieth regular survey, translated here, also looked at what was important when choosing what to upgrade to. There design was the key feature, but now it is price, suggesting that the current financial uncertainties are weighing heavy in potential upgraders’ minds.

Research results

Q1: Which mobile phone carrier do you use? If more than one, choose the one you use the most. (Sample size=1,000)

NTT docomo 48.9%
au by KDDI 27.5%
SoftBank 18.4%
Willcom 4.1%
E-Mobile 1.1%

Q2: Select which of the following are important when upgrading your mobile phone. (Sample size=1,000, multiple answer)

Handset price 65.9%
Design 64.4%
Usability 32.5%
Size 30.5%
Handset type (clamshell, slider, etc) 27.4%
Display 24.4%
Weight 24.1%
Camera spec, functions 24.1%
Voice call costs 23.8%
Service provider, carrier 23.2%
Additional functions (One seg, GPS, etc) 22.5%
Data transmission costs 18.0%
Maker, brand 17.5%
Battery life 15.3%
Supported services 13.4%
Ease of connecting 13.3%
Internal memory size 13.0%
Character entry functions 11.6%
Transmission speed 10.5%
Voice quality 9.5%
Other 2.0%
None in particular 1.4%

Q3: Select which of the services from the list below whose presence or absense is important when upgrading your mobile phone. (Sample size=1,000, multiple answer)

Unlimited data plan 45.9%
Decoration mail (font styling, animated icons, etc) 13.4%
MP3-quality ring tunes 12.8%
Ring tones 12.6%
GPS navigation 12.1%
International roaming 10.3%
Video download 7.1%
Flash support 6.2%
Push to Talk (walkie-talkie mode) 0.2%
Other 0.6%
None in particular 36.7%

Q4: How long have you been using your current mobile phone? (Sample size=1,000)

Less than a month 3.7%
Less than three months 6.3%
Less than six months 9.2%
Less than a year 13.3%
Less than two years 36.0%
Two years or more 30.8%
Don’t remember 0.7%
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