世論 What Japan Thinks

This survey from iShare about the most helpful electrical device from 2010 also discovered that despite televisions being the biggest sellers this year and the eco points system being phased out, televisions were still the most popular buy.

Demographics

Between the 8th and 11th of November 2010 636 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 54.4% of the sample were male, 23.6% in their twenties, 30.2% in their thirties, and 46.2% in their forties.

When asked why they chose their answers for Q2, computers were cited as being usable for both work and play, and just being something people cannot lead their lives without. Mobile phones were indispensible and a part of life, television was something watched every day and as they’d bought a TV with a built-in hard disk their viewing frequency had increased. For white goods, the one answer chosen was for air conditioning, for all the hard work it put in over the summer.

Research results

Q1: Did you buy any new electrical items this year? (Sample size=636)

	All	Male N=346	Female N=290
Yes (to SQ)	58.8%	55.5%	62.8%
No	41.2%	44.5%	37.2%

Q1SQ: What new electrical items did you buy this year? (Sample size=374, multiple answer)

	All	Male N=192	Female N=182
Television	37.2%	37.5%	36.8%
White goods (refrigerator, microwave, air conditioner, etc)	30.7%	30.2%	31.3%
Mobile phone	25.4%	28.6%	22.0%
Computer	25.4%	30.2%	20.3%
Recording device (DVD, Blue-ray, etc)	16.3%	15.6%	17.0%
Digital camera	15.2%	15.1%	15.4%
Portable audio player	12.6%	13.5%	11.5%
Games console	7.8%	7.8%	7.7%
Air purifier	5.6%	5.7%	5.5%
Portable games machine	5.6%	6.8%	4.4%
Audio equipment	4.8%	4.7%	4.9%
Other	12.3%	11.5%	13.2%

Q2: Which electrical item were you most thankful for this year? (Sample size=636)

	All	Male N=346	Female N=290
Computer	44.2%	45.1%	43.1%
White goods (refrigerator, microwave, air conditioner, etc)	13.2%	11.6%	15.2%
Mobile phone	12.3%	13.0%	11.4%
Television	10.8%	11.6%	10.0%
Recording device (DVD, Blue-ray, etc)	6.3%	6.1%	6.6%
Portable audio player	2.8%	2.6%	3.1%
Games console	1.9%	2.3%	1.4%
Digital camera	1.9%	0.9%	3.1%
Air purifier	1.3%	0.9%	1.7%
Portable games machine	1.1%	1.4%	0.7%
Audio equipment	0.2%	0.3%	0.0%
Other	4.1%	4.3%	3.8%

Q3: Do you want to buy any new electrical items next year? (Sample size=636)

	All	Male N=346	Female N=290
Yes (to SQ)	53.5%	49.4%	58.3%
No	46.5%	50.6%	41.7%

Q3SQ: What new electrical items do you want to buy next year? (Sample size=340, multiple answer)

	All	Male N=171	Female N=169
Television	30.3%	32.7%	27.8%
Computer	29.4%	32.2%	26.6%
Recording device (DVD, Blue-ray, etc)	27.6%	31.0%	24.3%
Mobile phone	25.3%	26.3%	24.3%
White goods (refrigerator, microwave, air conditioner, etc)	23.5%	22.8%	24.3%
Digital camera	9.4%	11.7%	7.1%
Portable audio player	7.9%	8.8%	7.1%
Portable games machine	7.6%	7.6%	7.7%
Audio equipment	6.2%	7.6%	4.7%
Games console	5.6%	6.4%	4.7%
Air purifier	4.7%	5.8%	3.6%
Other	6.2%	4.7%	7.7%