世論 What Japan Thinks

iShare recently took a look at smartphones, including a look at what non-users thought smartphones might be like to use.

Demographics

Between the 17th and 21st of September 2010 406 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 54.2% of the sample were male, 31.8% in their twenties, 30.3% in their thirties, and 37.9% in their forties.

Entertainingly (I’m easily entertained) one of the smartphones mentioned was the Brack Berry.

In Q1, I’m not sure how much the 22.7% of men carrying a smartphone reflects reality versus the kind of demographic that uses CLUB BBQ’s services, as it does seem a little high to me.

Q1SQ5 is a bit difficult to interpret; mail ease of use implies the ability to use emoji and the like, thus women have a worse impression of smartphone email. Good usability implies, I think, the overall user experience, whereas being easy to use implies how well each individual application functions.

Research results

Q1: Do you currently have a smartphone? (Sample size=406)

	All	Male N=220	Female N=186
Yes (to SQ1 and SQ2)	14.8%	22.7%	5.4%
No (to SQ3)	85.2%	77.3%	94.6%

Q1SQ1: Including your current one, how many smartphones have you had? (Sample size=60)

	All	Male N=50	Female N=10
One	56.7%	56.0%	60.0%
Two	16.7%	16.0%	20.0%
Three or more	26.7%	28.0%	20.0%

Q1SQ2: When you next change your mobile phone, do you want to get another smartphone? (Sample size=60)

	All	Male N=50	Female N=10
Definitely want to	58.3%	58.0%	60.0%
Perhaps want to	30.0%	32.0%	20.0%
Don’t want to	11.7%	10.0%	20.0%

Q1SQ3: Have you previously used a smartphone? (Sample size=346)

	All	Male N=170	Female N=176
Yes (to SQ5)	4.6%	5.9%	3.4%
No (to SQ4 and SQ5)	95.4%	94.1%	96.6%

Q1SQ4: What is the strongest impression you have of smartphones? (Sample size=330)

	All	Male N=160	Female N=170
Good usability	24.8%	30.6%	19.4%
Difficult to use email	16.7%	10.6%	22.4%
Easy to use	10.6%	13.1%	8.2%
Difficult to use	10.6%	10.6%	10.6%
Poor usability	9.4%	8.8%	10.0%
Poor voice call quality	4.8%	5.0%	4.7%
Easy to use email	3.9%	3.1%	4.7%
Good voice call quality	0.0%	0.0%	0.0%
Other	19.1%	18.1%	20.0%

Q1SQ5: When you next change your mobile phone, do you want to get a smartphone? (Sample size=346)

	All	Male N=170	Female N=176
Definitely want to	7.2%	8.8%	5.7%
Perhaps want to	43.6%	49.4%	38.1%
Don’t want to	49.1%	41.8%	56.3%