世論 What Japan Thinks

japan.internet.com reported on another new regular survey series from goo Research, this time being a look at the display of mobile advertisements.

Demographics

Between the 11th and 13th of July 2011 1,094 mobile phone-using (including smartphones) members of the goo Research monitor group completed a private mobile phone-based questionnaire. 59.3% of the sample were female, 3.2% in their teens, 27.0% in their twenties, 37.5% in their thirties, 23.6% in their forties, and 8.8% aged fifty or older.

I’ve seen advertisements on my mobile, but as the default iMode home page has an advertisement, I’m surprised that as many as 5.7% had not seen advertisements; perhaps as the ads are so well blended in that most of that 5.7% haven’t actually realised they are seeing them.

Research results

Q1: Have you ever seen advertisements on web sites, search results on your mobile phone? (Sample size=1,094)

Yes (to SQs)	84.6%
No	5.7%
Don’t view web sites on my mobile phone	9.7%

Q1SQ1: Have you ever clicked on mobile phone advertisements? (Sample size=926)

Yes	66.8%
No	33.2%

Q1SQ2: Do you find the displayed advertisements useful? (Sample size=926)

Useful	2.4%
Somewhat useful	28.6%
Not very useful	54.2%
Not useful at all	14.8%