世論 What Japan Thinks

[part 1] [part 2]

With Panasonic in particular chasing the female market with their P-07C Android smartphone, iShare took a look at the basics of how women choose smartphones.

Demographics

Between the 14th and 16th of June 2011 968 female members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 10.8% of the sample were in their twenties, 45.1% in their thirties, and 44.0% in their forties.

As noted below, almost everyone I see, both male and female, has a case for their smartphone. Given that the most popular style of feature phone is the clamshell, perhaps people are not in the habit of carefully stowing phones away from keys and other sources of scratches?

Research results

Q1: What kind of mobile phone do you have? If more than one, choose your main device. (Sample size=968)

Smartphone	16.7%
Standard feature phone	83.3%

Q2: Has your interest in smartphones heightened since last year? (Sample size=968)

Very much so	17.0%
To some extent	35.4%
Not changed	47.5%

Q3: All the mobile carriers have announced their 2011 summer models; featuring many smartphones. Next time you upgrade your phone, do you think you’d want to get a smartphone? (Sample size=968)

	All	Smartphone owners N=162	Feature phone owners N=806
Yes, want smartphone	38.2%	88.3%	28.2%
No, want standard feature phone	61.8%	11.7%	71.8%

Q4: When you bought your current smartphone, could you buy it in your ideal colour? (Sample size=162, smartphone owners)

Yes	71.0%
No	29.0%

Q5: Do you feel your current smartphone is heavy? (Sample size=162, smartphone owners)

Yes, heavy	45.1%
No, just about right	52.5%
No, light	2.5%

Q6: Have you bought any accessories for your current smartphone? (Sample size=162, smartphone owners)

Yes (to SQs)	92.0%
No	8.0%

Q6SQ1: How much in total have you spend on accessories for your current smartphone? (Sample size=162, smartphone owners)

Under 1,000 yen	7.4%
From 1,000 to 1,999 yen	26.2%
From 2,000 to 2,999 yen	24.8%
From 3,000 to 3,999 yen	14.1%
From 4,000 to 4,999 yen	6.7%
5,000 yen or more	20.8%

Q6SQ2: What accessories have you bought for your current smartphone? (Sample size=162, smartphone owners, multiple answer)

Protective film for screen	94.0%
Phone cover	92.6%
Screen cleaner	8.1%
Other	23.5%

Every woman in their twenties had bought both a screen protector and a cover.

[part 1] [part 2]