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.

The second half of the survey concentrated mostly on smartphone users. I’m not really suprised that in Q10SQ Bluetooth is the most frequently unused feature, but I am surprised that music playing is. Perhaps worries about battery life outweigh the desire to use the feature?

Research results

Q7: Do you use your smartphone outdoors? (Sample size=162, smartphone owners)

Frequently (to SQ)	72.2%
Sometimes (to SQ)	26.5%
Never	1.2%

Q7SQ: When using your smartphone outdoor, have you ever had a problem viewing the screen in sunlight? (Sample size=160, outdoor smartphone owners)

Yes	49.4%
No	50.6%

Q8: Which would you rather next buy, a multi-function phone with Osaifu Keitai, One-Seg television, infra-red, etc, or a simple type? (Sample size=968)

Multi-function	48.1%
Simple	51.9%

Q9: Is your current smartphone a multi-function with Osaifu Keitai, One-Seg television, infra-red, etc, type or a simple type? (Sample size=162, smartphone owners)

Multi-function (to SQ)	24.7%
Simple	75.3%

In the question above, simple type includes an iPhone since it has none of the standard Japanese feature phone functions.

Q9SQ: Do you feel dissatisfied with your current multi-function smartphone? (Sample size=40, multi-function smartphone owners)

Yes	67.5%
No	32.5%

Q10: Do you feel there are features on your current phone that you infrequently use? (Sample size=968)

Yes (to SQ)	81.0%
No	19.0%

Q10SQ: What features do you feel you infrequently use? (Sample size=784, multiple answer)

Bluetooth	65.3%
Osaifu Keitai (electronic cash)	65.1%
Music player	59.1%
One-Seg television	51.1%
GPS	39.7%
Infra-red transmission	28.7%
Inside camera	28.2%
Other	4.1%

[part 1] [part 2]