世論 What Japan Thinks

For a number of months goo Research has been conducting a regular survey into mobile phone users’ use of computers, but the reports on japan.internet.com have been pretty uninteresting. However this time, the 18th time, the focus of the report was on email newsletters, or “mail magazines” as they are called in Japanese.

Demographics

Over the 12th and 13th of July 2010 1,087 mobile phone using members of the goo Research monitor group completed a private mobile internet-based questionnaire. 55.9% of the sample were female, 2.3% in their teens, 22.8% in their twenties, 39.7% in their thirties, 26.1% in their forties, and 9.0% aged fifty or older.

The only email newsletter I get on my mobile phone is from Mr Donut, as it sometimes offers coupons for discounts on doughnuts and coffee. Just about all my PC newsletters fall into the Other category, being related to various blogging sites and services.

Research results

Q1: Are you subscribed to any email newsletters? (Sample size=1,087)

Yes (to SQ1)	85.1%
No	14.9%

Q1SQ1: Are you subscribed to more email newsletters on your mobile phone or computer? (Sample size=925)

Mobile phone only (to SQ2)	3.1%
Mostly mobile phone (to SQ2)	10.9%
Both about the same (to SQ2)	13.3%
Mostly computer (to SQ2)	64.6%
Computer only (to SQ2)	8.0%

Q1SQ2: What kinds of email newsletters are you subscribed to on your mobile phone? (Sample size=851, multiple answer)

	Votes	Percentage
Internet shop information	582	68.4%
Bricks and mortar store information	498	58.5%
Hobbies, etc	425	49.9%
News	339	39.8%
Organisations	108	12.7%
Other	179	21.0%