世論 What Japan Thinks

Here’s another very interesting smartphone survey, this time looking at smartphones and privacy awareness, and conducted by goo Research.

Demographics

Over the 30th and 31st of May 2011 1,573 smartphone owning members of the goo Research online monitor panel completed a private internet-based questionnaire. 52.4% of the sample had an iPhone, 47.6% an Android-based phone; 1.0% had had their smartphone for less than a month, 12.5% between one and three months, 28.3% between three and six months, 25.3% six months to a year, 22.8% for one or two years, and 10.1% more than two years. 71.9% of the sample were male, 16.7% in their twenties, 34.6% in their thirties, 29.9% in their forties, 14.9% in their fifties, and 3.9% aged sixty or older.

I’m really surprised about the very low disclosure rate of who one works for, but it does very much ring true with what people who were sceptical of whether LinkedIn could make it in Japan said.

Research results

Q1: How many of the apps that came preinstalled on your smartphone have you used? (Sample size=1,573)

	All	iPhone N=824	Android N=749
One to four apps	21.0%	19.3%	22.8%
Five to nine apps	24.0%	25.6%	22.3%
Ten to fourteen apps	6.6%	6.9%	6.3%
Fifteen to nineteen apps	2.1%	1.7%	2.5%
Twenty to twenty-nine apps	0.6%	0.0%	1.3%
Thirty or more apps	1.0%	1.0%	1.1%
No apps at all	44.6%	45.5%	43.7%

Q2: How many free apps have you downloaded? (Sample size=1,573)

	All	iPhone N=824	Android N=749
One to four apps	14.9%	11.3%	18.8%
Five to nine apps	21.0%	16.5%	25.9%
Ten to fourteen apps	18.6%	16.7%	20.6%
Fifteen to nineteen apps	10.0%	10.6%	9.5%
Twenty to twenty-nine apps	7.5%	8.3%	6.7%
Thirty or more apps	19.5%	28.0%	10.1%
No apps at all	8.5%	8.6%	8.4%

Q3: How many paid-for apps have you downloaded? (Sample size=1,573)

	All	iPhone N=824	Android N=749
One to four apps	20.5%	24.8%	15.8%
Five to nine apps	10.2%	14.6%	5.3%
Ten to fourteen apps	5.5%	9.5%	1.2%
Fifteen to nineteen apps	1.7%	3.2%	0.1%
Twenty to twenty-nine apps	2.0%	3.5%	0.4%
Thirty or more apps	3.3%	5.9%	0.4%
No apps at all	56.8%	38.6%	76.8%

Next there was a radar chart plotting application genres versus percentage who had used each type, for iPhone and Android users. Unfortunately there were no concrete numbers, but some of the interesting results were that every genre bar wallpapers had more iPhone users, most likely because the iPhone doesn’t allow you change wallpaper. Games were most popular on the iPhone, but for Android it was search and other tools.

Q4: What personal information have you disclosed online? (Sample size=1,573, multiple answer)

	All	iPhone N=824	Android N=749	Male N=1,131	Female N=442
Everyday life, hobbies, work and other personal information	28.7%	31.9%	25.1%	27.0%	33.0%
Own name	20.9%	24.9%	16.6%	22.9%	15.8%
Location information	18.1%	20.0%	15.9%	20.2%	12.4%
Contents I am interested in (music, movies, web sites, etc)	10.9%	12.5%	9.1%	11.2%	10.0%
Photographs (featuring self, families, friends, etc)	9.6%	11.3%	7.7%	9.5%	10.0%
Things I want to buy	8.5%	10.7%	6.1%	8.6%	8.4%
Employer name, type of work, work history	6.4%	7.8%	4.9%	7.2%	4.5%
Other	0.1%	0.2%	0.0%	0.2%	0.0%
Nothing at all	55.9%	50.5%	61.8%	56.0%	55.7%

By age, for just about all the categories above younger people were more likely to publically reveal information about them.

Q5A: How widely have you disclosed each kind of personal information from Q4? (Sample size=all disclosers, multiple answer)

	Friends, other limited circle	Fully open	Don’t know
Everyday life, hobbies, work and other personal information	52.3%	52.3%	5.3%
Own name	60.8%	40.7%	6.1%
Location information	45.4%	44.0%	21.8%
Contents I am interested in (music, movies, web sites, etc)	43.9%	66.7%	8.8%
Photographs (featuring self, families, friends, etc)	66.9%	39.1%	6.0%
Things I want to buy	44.0%	54.5%	12.7%
Employer name, type of work, work history	54.5%	45.5%	7.9%

Q5B: How widely have you disclosed each kind of personal information from Q4? (Sample size=male only, multiple answer)

	Friends, other limited circle	Fully open	Don’t know
Everyday life, hobbies, work and other personal information	50.2%	54.1%	5.2%
Own name	56.8%	44.0%	6.2%
Location information	41.9%	48.5%	21.8%
Contents I am interested in (music, movies, web sites, etc)	41.7%	67.7%	10.2%
Photographs (featuring self, families, friends, etc)	66.4%	40.2%	6.5%
Things I want to buy	42.3%	54.6%	14.4%
Employer name, type of work, work history	55.6%	46.9%	6.2%

Q5C: How widely have you disclosed each kind of personal information from Q4? (Sample size=female only, multiple answer)

	Friends, other limited circle	Fully open	Don’t know
Everyday life, hobbies, work and other personal information	50.0%	63.6%	4.5%
Own name	75.7%	27.1%	5.7%
Location information	60.0%	25.5%	21.8%
Contents I am interested in (music, movies, web sites, etc)	50.0%	63.6%	4.5%
Photographs (featuring self, families, friends, etc)	68.2%	36.4%	4.5%
Things I want to buy	48.6%	54.1%	8.1%
Employer name, type of work, work history	50.0%	40.0%	15.0%

Q5D: How widely have you disclosed each kind of personal information from Q4? (Sample size=iPhone users, multiple answer)

	Friends, other limited circle	Fully open	Don’t know
Everyday life, hobbies, work and other personal information	54.4%	52.5%	4.9%
Own name	63.4%	40.0%	5.4%
Location information	41.2%	47.9%	23.0%
Contents I am interested in (music, movies, web sites, etc)	45.6%	67.0%	9.7%
Photographs (featuring self, families, friends, etc)	64.5%	43.0%	7.5%
Things I want to buy	42.0%	59.1%	13.6%
Employer name, type of work, work history	56.3%	43.8%	9.4%

Q5E: How widely have you disclosed each kind of personal information from Q4? (Sample size=Android users, multiple answer)

	Friends, other limited circle	Fully open	Don’t know
Everyday life, hobbies, work and other personal information	49.5%	52.1%	5.9%
Own name	56.5%	41.9%	7.3%
Location information	51.3%	38.7%	20.2%
Contents I am interested in (music, movies, web sites, etc)	41.2%	66.2%	7.4%
Photographs (featuring self, families, friends, etc)	70.7%	32.8%	3.4%
Things I want to buy	47.8%	45.7%	10.9%
Employer name, type of work, work history	51.4%	48.6%	5.4%

Q6: Why do you disclose personal information? (Sample size=694, multiple answer)

	All	Male N=498	Female N=196
Want to deepen friendships	36.9%	36.9%	36.7%
No particular reason	27.1%	26.7%	28.1%
Want people to understand me	26.9%	27.3%	26.0%
Can use services, apps if I do	21.0%	22.1%	18.4%
Want opinions, reactions from others	20.0%	18.7%	23.5%
Other users are also releasing information about themselves	16.4%	16.1%	17.3%
Can voice dissatisfaction about things I usually cannot write about	5.6%	4.8%	7.7%
Other	4.6%	4.4%	5.1%

Q7: Since getting a smartphone how has your frequency of disclosing personal information changed? (Sample size=694, multiple answer)

Increased	30.0%
Not changed	68.2%
Decreased	1.9%

Q8: Why do you not disclose personal information? (Sample size=892, multiple answer)

	All	Male N=641	Female N=251
Worry about trouble occuring	63.2%	65.2%	58.2%
Don’t know who is reading it	49.7%	46.8%	57.0%
Don’t know the merit of releasing information	46.4%	45.1%	49.8%
Feel reluctance to reveal information about myself	36.0%	30.4%	50.2%
Too much bother	27.0%	25.0%	32.3%
Don’t have time	8.2%	6.4%	12.7%
Other	1.3%	1.7%	0.4%