Three in ten Japanese thinking about a tablet, iPad and mini top picks


Do you plan to buy a tablet by the end of 2012? graph of japanese statisticsMMD, Mobile Marketing Data Laboratory, recently published a report on a survey they conducted themselves into tablet ownership and purchase views.


Between the 25th and 29th of October 2012 17,559 people, presumably members of the MMD monitor panel completed a presumably private survey. No further demographics were provided.

I’m sort-of thinking about a Nexus 7; it’s nice and cheap, and pretty good according to reviews by friends. I’m interested to see if the Japanese manufacturers exit the consumer tablet market; Sony at least offer a different design than just a slab, and I was disappointed to see that the Panasonic Eluga Live tablet doesn’t even merit a mention, although the 90,000 yen price tag might have something to do with it…

Research results

Q1: Do you have a tablet? (Sample size=17,559)

Yes 16.0%
No 84.0%

Q2: Do you plan to buy a tablet by the end of 2012? (Sample size=17,559)

Plan to buy (to SQ1, SQ3) 6.4%
Thinking about buying (to SQ1, SQ3) 24.2%
Not planning to buy 69.4%

Q2SQ1: What tablets are you planning, thinking about buying? (Sample size=5,376, multiple answer)

iPad Wi-Fi 30.9%
iPad mini Wi-Fi 27.6%
Nexus 7 15.6%
iPad mini Wi-Fi + Cellular (to SQ2) 12.6%
Kindle Fire HD 11.5%
iPad Wi-Fi + Cellular (to SQ2) 10.7%
Xperia Tablet (Sony Tablet) 7.8%
Kindle Fire 6.9%
Galaxy Tab 10.1 6.9%
Galaxy Tab 7.7 5.3%
Regza Tablet 7.7 4.6%
Regza Tablet 10.1 4.2%
Regza Tablet 13.3 4.1%
Arrows Tab 3.8%
Medias Tab 2.4%
Galapagos 2.1%
Optimus Pad 1.2%
Motorola Xoom 0.7%
Other 2.9%
Not started investigating particular models yet 23.5%

Note that those who were not thinking about buying an iPad with a cellular radio skipped this question.

Q2SQ2: What carrier do you plan to use? (Sample size=964)

au 42.0%
SoftBank 34.1%
Don’t know 23.0%
Other 0.8%

Q2SQ3: What tablets are you interested in, paying attention to? (Sample size=5,376, multiple answer)

iPad mini Wi-Fi 42.9%
iPad Wi-Fi 42.4%
iPad mini Wi-Fi + Cellular 26.8%
Nexus 7 22.8%
iPad Wi-Fi + Cellular 22.0%
Kindle Fire HD 21.3%
Xperia Tablet (Sony Tablet) 15.2%
Kindle Fire 15.1%
Galaxy Tab 10.1 12.9%
Galaxy Tab 7.7 11.3%
Regza Tablet 13.3 10.8%
Regza Tablet 7.7 9.8%
Regza Tablet 10.1 8.3%
Arrows Tab 8.0%
Medias Tab 5.2%
Galapagos 4.9%
Optimus Pad 3.3%
Motorola Xoom 2.6%
Other 1.9%
Don’t know, none in particular 15.3%
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