世論 What Japan Thinks

japan.internet.com recently published the results of the 66th regular mobile advertising survey from goo Research.

Demographics

Between the 5th and 7th of January 2011 1,096 mobile phone-using members of the goo Research online monitor group completed a private internet-based questionnaire. 59.0% of the sample were female, 2.8% in their teens, 24.7% in their twenties, 37.7% in their thirties, 26.6% in their forties, and 8.3% aged fifty or older.

I’ve never bought anything through my mobile phone, and even though my wife does a lot of PC-based shopping, she has never to my knowledge used her mobile. The strange thing is that mobile shopping should be more secure, or at least a mobile phone is easier to lock down, yet as far as I am aware most mobiles such as Japanese feature phones have little or no protection against many kinds of attacks. However, there are various moves afoot to correct that, such as some stuff I am involved in.

Research results

Q1: Have you ever done online shopping using your mobile phone? (Sample size=1,096)

Yes, often (to SQs)	13.0%
Yes, sometimes (to SQs)	27.0%
Yes, just once or twice (to SQs)	28.7%
No, never	31.3%

Q1SQ1: How did you come across the mobile sites that you bought from? (Sample size=753, multiple answer)

Mobile version of a site I’d used from PC	82.6%
Via mobile search, banner advertisement	21.8%
Via PC search, banner advertisement	11.6%
Advertisement (magazine, television, poster, etc)	10.6%
Word of mouth, introduced by friends	8.8%
Mobile blog, SNS	3.6%
PC blog, SNS	1.2%
Other	4.0%

Q1SQ2: At what sorts of times do you do mobile shopping? (Sample size=753, multiple answer)

When something I want appears	61.8%
When I have free time at home	52.3%
When I want to get loyalty points	38.1%
During breaks at work, school	23.6%
Commuting to work, school	19.8%
When waiting to meet someone	14.5%
When shopping	3.3%
Other	3.3%