By Ken Y-N ( March 8, 2011 at 23:23)
· Filed under Hardware, Mobile, Polls
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[part 1][part 2][part 3][part 4]
Macromill Research recently published the results of a massive yet fascinating study into smartphones, looking at both smartphone users and those wanting to buy. This will be published in four parts.
Demographics
Over the 17th and 18th of February 2011 412 smartphone owning and 206 non-smartphone owning but thinking of buying members of the Macromill monitor group completed a private internet-based questionnaire. The 412 smartphone users were split into 290 male and 122 female, 73 in their twenties, 169 in their thirties, 111 in their forties, and 59 aged fifty or older. Furthermore, 209 owned an iPhone, 159 Android-based phones, and the remaining 44 had other OSes or didn’t know. Of the 206 non-smartphone users, 113 were male and 93 female, but their ages were not listed.
In Q14, it’s interesting that over a quarter are tweeting more since getting their smartphone, although it might be a side-effect of the general expansion of Twitter in Japan rather than specifically smartphone-related, as there is a very usable interface for Twitter available for use by most feature phones too.
In Q17, naturally the iPhone comes tops, but the Toshiba Regza being second and fourth (different versions for different carriers) is a bit of a surprise as there is very little advertising that I have seen for it. What is even more interesting is that if you add together Toshiba’s and Samsung’s Galaxy family they beat out the iPhone4, although if you add in the iPhone 3GS Apple is probably second. Also note that Sharp’s Galapagos series are actually Android phones, but as they have customised the OS for their ebook readers, according to Google’s guidelines, they cannot call their phones Android phones.
You’ll also note that Panasonic is conspicuous by its absence, due to them not being due to release a smartphone until Autumn.
Research results
Q11: How well have you mastered your current smartphone? Rate yourself from 0% to 100% (Sample size=412)
| |
Average percentage |
| All |
50.6% |
iPhone
N=209 |
54.9% |
Android
N=159 |
46.4% |
NTT docomo
N=106 |
48.7% |
au
N=57 |
39.2% |
SoftBank
N=226 |
55.3% |
Male
N=290 |
49.4% |
Female
N=122 |
53.5% |
Twenties
N=73 |
58.0% |
Thirties
N=169 |
51.8% |
Forties
N=111 |
49.5% |
Fifty or older
N=59 |
40.4% |
Q12: How do you usually carry your smartphone when walking? (Sample size=412)
| |
All |
Male
N=290 |
Female
N=122 |
| In a pocket |
52.4% |
62.1% |
29.5% |
| In a bag |
41.0% |
30.3% |
66.4% |
| In my hand |
1.5% |
1.7% |
0.8% |
| In a neck strap |
2.7% |
2.4% |
3.3% |
| Other |
2.4% |
3.4% |
0.0% |
Q13: If you don’t know how to use a certain aspect of your smartphone, what do you do? (Sample size=412, multiple answer)
| |
All |
Male
N=290 |
Female
N=122 |
| Look it up on the internet |
78.4% |
75.9% |
84.4% |
| Work it out myself |
28.2% |
28.6% |
27.0% |
| Read the manual |
21.1% |
21.7% |
19.7% |
| Ask a friend |
20.6% |
14.5% |
35.2% |
| Look up a book, magazine |
16.0% |
14.5% |
19.7% |
| Phone up their help line |
11.2% |
9.7% |
14.8% |
| Ask at the shop I bought it from |
9.5% |
6.6% |
16.4% |
| Just give up |
7.8% |
7.2% |
9.0% |
| Ask on an SNS, Twitter |
6.8% |
6.6% |
7.4% |
| Other |
1.2% |
1.0% |
1.6% |
Q14: Since you’ve bought your smartphone, how have the time spent on the following activities changed? (Sample size=412, multiple answer)
| |
Increased |
Stayed the same |
Decreased |
| Listening to music |
27.2% |
68.4% |
4.4% |
| Twitter use |
25.5% |
70.9% |
3.6% |
| Game playing |
22.8% |
67.5% |
9.7% |
| SNS use |
21.1% |
73.5% |
5.3% |
| Computer use |
18.9% |
67.5% |
13.6% |
| Book, magazine reading |
8.7% |
74.8% |
16.5% |
| Television watching |
6.8% |
77.4% |
15.8% |
| Newspaper reading |
6.6% |
79.9% |
13.6% |
Q15: In what sorts of situations do you feel having a smartphone is good, convenient? (Sample size=412, multiple answer)
| When I need to look something up when I’m out |
76.0% |
| When I have time to fill |
65.8% |
| When I get lost |
45.9% |
| When I am managing my schedule |
35.4% |
| When I can check work, home computer email |
34.7% |
| When I want to enlarge a photo |
24.0% |
| When I want to find out a recipe |
20.4% |
| When I don’t need to carry a book, computer with me |
20.4% |
| When I get email |
18.7% |
| Other |
3.4% |
Q16: How has your lifestyle changed since starting to use a smartphone? (Sample size=412, multiple answer)
| |
Very much so |
So |
Not really so |
Not at all so |
| Can now more easily gather information |
39.6% |
44.4% |
12.4% |
3.6% |
| Can now look up information where and when I need it |
39.1% |
39.8% |
16.7% |
4.4% |
| Can now use time more effectively |
20.6% |
38.1% |
31.6% |
9.7% |
| Can now complete tasks when on the move |
18.9% |
39.6% |
29.4% |
12.1% |
| Can now effectively do work when away from home, office |
15.0% |
30.8% |
34.5% |
19.7% |
| Can now communicate more easily with people |
9.5% |
29.6% |
47.8% |
13.1% |
Q17A: Which smartphones are you investigating buying? (Sample size=206, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
iPhone 4 |
32.0% |
| 2 |
Regza Phone T-01C |
21.8% |
| 3 |
Galaxy S SC-02B |
20.4% |
| 4 |
Regza Phone IS04 |
18.0% |
| 5 |
Galaxy Tab SC-01C |
14.1% |
Q17B: Which smartphones are you investigating buying? (Sample size=102, NTT docomo users, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
Regza Phone T-01C |
38.2% |
| 2 |
Galaxy S SC-02B |
33.3% |
| 3 |
Galaxy Tab SC-01C |
24.5% |
| 4 |
iPhone 4 |
21.6% |
| 5 |
Xperia arc |
17.6% |
Q17C: Which smartphones are you investigating buying? (Sample size=55, au users, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
Regza Phone IS04 |
56.4% |
| 2 |
Sirius alpha IS06 |
32.7% |
| 3 |
IS05 |
30.9% |
| 4 |
IS03 |
25,5% |
| 5 |
iPhone 4 |
21.8% |
Q17D: Which smartphones are you investigating buying? (Sample size=45, SoftBank users, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
iPhone 4 |
66.7% |
| 2 |
Galapagos 005SH |
46.7% |
| 3 |
Galapagos 003SH |
31.1% |
| 4 |
iPhone 3GS |
24.4% |
| 5= |
Galaxy S SC-02B |
6.7% |
| 5= |
Regza Phone T-01C |
6.7% |
| 5= |
Xperia SO-01B |
6.7% |
Q17E: Which smartphones are you investigating buying? (Sample size=26, 20-29 years old, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
iPhone 4 |
46.2% |
| 2 |
Galaxy S SC-02B |
26.9% |
| 3= |
Galaxy Tab SC-01C |
15.4% |
| 3= |
Xperia arc |
15.4% |
| 3= |
Xperia Play |
15.4% |
Q17F: Which smartphones are you investigating buying? (Sample size=69, 30-39 years old, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
iPhone 4 |
40.6% |
| 2 |
Regza Phone T-01C |
24.6% |
| 3 |
Regza Phone IS04 |
20.3% |
| 4 |
Galaxy S SC-02B |
18.8% |
| 5 |
iPhone 3GS |
17.4% |
Q17G: Which smartphones are you investigating buying? (Sample size=59, 40-49 years old, multiple free answer, top five)
| Rank |
|
Percentage |
| 1 |
iPhone 4 |
30.5% |
| 2 |
Regza Phone T-01C |
23.7% |
| 3 |
Regza Phone IS04 |
20.3% |
| 4 |
Galaxy S SC-02B |
18.6% |
| 5= |
Xperia Pro |
13.6% |
| 5= |
Xperia SO-01B |
13.6% |
| 5= |
IS05 |
13.6% |
| 5= |
Galapagos 005SH |
13.6% |
Q17H: Which smartphones are you investigating buying? (Sample size=52, 50 years old or older, multiple free answer, top five)
| Rank |
|
Percentage |
| 1= |
Galaxy S SC-02B |
21.2% |
| 1= |
Regza Phone T-01C |
21.2% |
| 3= |
Galaxy Tab SC-01C |
17.3% |
| 3= |
Regza Phone IS04 |
17.3% |
| 5 |
iPhone 4 |
15.4% |
[part 1][part 2][part 3][part 4]
Read more on: macromill research,
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