世論 What Japan Thinks

Having had two smartphone sillinesses yesterday, let’s have a serious look today at mobile phone and smartphone shopping site use with goo Research and japan.internet.com.

Demographics

Between the 20th and 23rd of February 2012 1.096 mobile phone-using (including smartphone) members of the goo Research online monitor group completed a private mobile phone-based questionnaire. 62.9% of the sample were female, 4.2% in their teens, 32.1% in their twenties, 33.7% in their thirties, 20.3% in their forties, and 9.8% aged fifty or older.

I’ve never done any mobile shopping, so I don’t really know what the drawbacks are. I also worry about the security aspect from a smartphone; for instance it’s harder to see if a page is running SSL, and there’s less tools for protecting against spyware – I think the risk of spyware on mobiles is overblown, but I don’t have the confidence that I have on the PC of having a clean machine.

Research results

Q1: How often do you buy items from your mobile phone or smartphone? (Sample size=1,096)

Often buy (to SQ1)	16.1%
Sometimes buy (to SQ1)	27.7%
Just bought once or twice (to SQ1)	23.7%
Visited shopping sites but not bought	17.2%
Not even visited shopping sites	15.1%

Q1SQ1: Do you have dissatisfactions regarding the mobile shopping sites you use? (Sample size=741)

Yes (to SQ2)	24.2%
No	75.8%

Q1SQ2: What dissatsifactions do you have? (Sample size=179, multiple answer)

Difficult to search for products	62.6%
Insufficient images	51.4%
Page load time is slow	31.3%
Worried about the security aspect	23.5%
Few products	12.3%
Insufficient “My page” (personalisation) functions	10.1%
Difficult to understand how to use	9.5%
Difficult to understand how to buy	8.9%
Other	15.6%