au by KDDI is Japan’s best mobile carrier


Smartphone HolderThis will most likely be the last proper survey for 2012, a look by MMD, Mobile Marketing Data Laboratory, at mobile carrier satisfaction levels, as reported by


Few demographics were given, just that on the 18th and 19th of December 2012 664 members of the MMD monitor group between the ages of 20 and 59 and who owned a smartphone from either docomo, au or SoftBank completed a private internet-based questionnaire. The results were listed alongside the results of a similar survey from May 2012.

Note that docomo only has seen a significant drop in satisfaction with signal strength and talk area; perhaps one reason is that there has been a number of network outages over the summer, and I still see occassional dropping out of my 3G signal in and around train stations at rush hour.

Research results

Note that the following question was most likely asked as describing how satisified one was, perhaps “Satisified”, “Somewhat Satisfied”, “Can’t say/no answer”, “Somewhat dissatisfied”, and “Dissatisfied”. The two percentages for the positive answers were then added together to give the following charts.

Q: For each of the following headings, are you satisfied with your carrier’s offerings?

au by KDDI users

  Dec 2012 May 2012
Billing plans 45.7% 45.7%
Signal strength 66.1% 64.4%
Talk area 71.7% 73.1%
Handset line-up 50.0% 37.9%
Handset price 30.7% 22.8%
Aftercare 42.9% 37.0%
Exclusive services 35.8%
Brand image 62.3%
Overall satisfaction 64.6% 55.2%

NTT docomo users

  Dec 2012 May 2012
Billing plans 27.3% 36.8%
Signal strength 59.0% 67.2%
Talk area 68.8% 76.6%
Handset line-up 40.2% 45.0%
Handset price 17.9% 21.5%
Aftercare 44.9% 49.7%
Exclusive services 21.4%
Brand image 62.1%
Overall satisfaction 48.4% 52.8%

SoftBank users

  Dec 2012 May 2012
Billing plans 46.4% 57.2%
Signal strength 32.1% 29.2%
Talk area 37.8% 36.9%
Handset line-up 42.8% 43.7%
Handset price 33.2% 38.5%
Aftercare 24.0% 31.1%
Exclusive services 24.5%
Brand image 52.6%
Overall satisfaction 46.9% 45.6%
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