世論 What Japan Thinks

Macromill recently conducted a survey into one of the big new trends in Japanese skies, that of Low Cost Carriers.

Demographics

Between the 27th of August and the 4th of September 2012 1,000 members of the Macromill monitor group resident in Tokyo or the surrounding prefectures of Kanagawa, Chiba and Saitama completed a private internet-based survey. Exactly 50:50 were male and female, and 20:20:20:20:20 in their twenties, thirties, forties, fifties and sixty or over.

I’ve flown one LCC in Asia, Hong Kong Express, from Osaka to Hong Kong, and I must say I was very impressed with the service for the price. A snack and one drink was provided, and there was an in-seat entertainment system. Overall, very close to the traditional full-fare Japanese airlines, and I’d quite happily choose them again.

Research results

Q1: On which points to you select an airline company to fly with? (Sample size=1,000, multiple answer)

Price	77.4%
Safety	63.2%
Convenience of departure and arrival ports	52.7%
Airline company brand	32.6%
Mileage service	24.1%
In-flight service	18.7%
Cabin staff attitude	17.1%
Other	3.1%

Q2: Have you ever used an LCC? (Sample size=1,000)

Yes (to SQ)	6.7%
No	93.3%

Q2SQ: How satisfied are you with the LCC you have used? If more than one, give an overall score. (Sample size=67)

Extremely satisified	28.4%
Somewhat satisfied	43.3%
Somewhat dissatisfied	20.9%
Extermely dissatistied	7.5%

Q3: Choose three items from the following list that indicate what you’d accept LCCs doing since their flights are cheap. (Sample size=1,000, up to three answers)

Pay for drink service	56.3%
Pay for newspapers, magazines	49.2%
Putting luggage into hold oneself	30.4%
Simple cabin attendant uniforms	27.5%
Pay for headphones	27.2%
Internet-only reservations	22.0%
Basic in-flight service from cabin staff	21.5%
Pay for blankets	11.9%
Narrow seats	11.0%
Pay for checking in baggage	9.0%
Pay for reserved seat	8.0%
Delayed departure and arrival times	1.9%
Inconvenient departure and arrival airports	0.9%
Other	1.4%

Q4: Do you think LCCs will take off in Japan? (Sample size=1,000)

Yes	20.5%
Perhaps yes	49.4%
Perhaps no	14.5%
No	3.2%
Don’t know	12.4%