Japanese smartphones becoming chat and SNS front-ends

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How often do you use smartphone coupons? graph of japanese statisticsA recent survey from MMD Laboratory entitled 2012 smartphone user insight survey confirmed a trend I have seen with my own eyes; SNS usage, in particular LINE, has really taken off.

Demographics

Few demographics were presented; just that over the 18th and 19th of December 2012 670 smartphone using members of the MMD monitor panel completed a private internet-based questionnaire. The sample was aged between 20 and 59 years old.

When I initially read this survey, I was surprised to see email not featured anywhere, but finally I noticed that it was considered a built-in function. What I would really like to learn, though, is what people use for their main email provider; is it their carrier’s functionality or do they choose GMail or other third-party providers?

Research results

Q1: When did you buy the smartphone you currently use? (Sample size=670)

Between October and December 201215.2%
Between July and September 201218.5%
Between April and June 201212.8%
Between January and March 201211.5%
Between October and December 201114.5%
Between July and September 201111.3%
June 2011 or earlier14.0%
Don’t remember2.1%

The top three model ranges were the iPhone with 37.0%, Xperia with 11.3% and AQUOS PHONE with 11.0%.

When asked about how a smartphone has changed their lifestyle, the top three answers were that 62.5% said their internet browsing time has increased, 35.1% reported that they took more photos, and 23.0% played more games.

When asked if they had paid for an app within the last month, 29.3% reported they had; by sex it was 36.6% of the males and 21.7% of the females.

Q2: What genres of apps do you regularly use? (Sample size=670, multiple answer)

 This survey
December 2012
Previous survey
July 2012
Weather56.7%57.9%
SNS50.7%51.3%
Free voice calls, chat40.0%28.4%
Navigation35.2%33.6%
Game32.6%32.2%
News30.8%27.6%
Utility27.5%31.6%
Work productivity27.4%22.5%
Photo, video26.1%19.7%
Lifestyle25.4%29.4%
Dictionary18.5%19.7%
Catalogue14.3%12.3%
Health care, fitness13.1%11.7%
Music11.8%13.5%
Business11.6%8.9%
Travel11.5%14.9%
Finance10.5%12.9%
Electronic book, magazine10.2%9.7%
Education9.5%8.5%
Entertainment8.7%7.4%
Sport6.7%8.5%
Medical3.9%3.6%
Other3.0%5.0%

Q3: What application do you use the most? (Sample size=670, free answer, top 20)

LINE16.2%
Facebook12.6%
Twitter4.6%
Weather News3.2%
Yahoo!3.0%
Evernote2.1%
Jorte (calendar)1.7%
GREE1.4%
Cookpad1.4%
McDonalds1.4%
Norikae Annai (train route info)1.3%
Dropbox1.0%
LINE POP1.0%
mixi0.8%
Mobage0.8%
Safari0.8%
twicca (Twitter)0.8%
YouTube0.8%
Twipple (Twitter)0.8%
Ameba0.6%

Q4: How often do you use smartphone coupons (eg McDonalds smartphone coupons, LINE coupons)? (Sample size=670)

Often use21.0%
Sometimes use33.4%
Don’t really use14.9%
Never used30.6%

Q5: What is/was important when choosing a smartphone? (Sample size=670, multiple answer)

 ImportantSomewhat importantCan’t sayNot really importantUnimportant
Handset size20.3%45.4%26.3%7.0%1.0%
Display size22.5%45.1%24.9%6.4%1.0%
Font size11.8%31.6%38.7%14.0%3.9%
Handset weight16.0%43.0%31.5%8.2%1.3%
Battery life31.9%37.8%24.3%5.2%0.7%
Ease of use33.0%38.5%24.8%3.4%0.3%
Ease of text input24.9%40.3%29.4%4.8%0.6%
Screen quality25.1%44.6%25.8%4.0%0.4%
Voice call quality18.2%39.7%35.5%6.1%0.4%
Audio quality16.1%36.0%36.4%9.4%2.1%
Sturdiness15.2%35.4%42.7%5.8%0.9%
Design31.6%39.9%23.6%4.0%0.9%
Boot-up speed26.3%38.5%29.4%4.8%1.0%
Memory capacity24.8%39.0%29.9%5.2%1.2%
Camera functions19.7%36.4%34.2%7.8%1.9%
Operating system24.0%33.1%36.6%4.9%1.3%
Waterproofing14.8%28.5%41.3%10.6%4.8%

Regarding use of built-in functions, the top three were 91.9% using email, 90.7% internet, and 79.8% voice calls, for both male and female. One difference in the sexes were 73.5% of men using GPS, and 84.6% of women using camera, although the comparative data is not offered.

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  1. January 4, 2013 @ 16:15

    […] you’d like to read more info about this survey in English, the What Japan Thinks blog has a great overview which I encourage you to check out in its entirety for more great info from this […]