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 2012 15.2%
Between July and September 2012 18.5%
Between April and June 2012 12.8%
Between January and March 2012 11.5%
Between October and December 2011 14.5%
Between July and September 2011 11.3%
June 2011 or earlier 14.0%
Don’t remember 2.1%

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
Weather 56.7% 57.9%
SNS 50.7% 51.3%
Free voice calls, chat 40.0% 28.4%
Navigation 35.2% 33.6%
Game 32.6% 32.2%
News 30.8% 27.6%
Utility 27.5% 31.6%
Work productivity 27.4% 22.5%
Photo, video 26.1% 19.7%
Lifestyle 25.4% 29.4%
Dictionary 18.5% 19.7%
Catalogue 14.3% 12.3%
Health care, fitness 13.1% 11.7%
Music 11.8% 13.5%
Business 11.6% 8.9%
Travel 11.5% 14.9%
Finance 10.5% 12.9%
Electronic book, magazine 10.2% 9.7%
Education 9.5% 8.5%
Entertainment 8.7% 7.4%
Sport 6.7% 8.5%
Medical 3.9% 3.6%
Other 3.0% 5.0%

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

LINE 16.2%
Facebook 12.6%
Twitter 4.6%
Weather News 3.2%
Yahoo! 3.0%
Evernote 2.1%
Jorte (calendar) 1.7%
GREE 1.4%
Cookpad 1.4%
McDonalds 1.4%
Norikae Annai (train route info) 1.3%
Dropbox 1.0%
LINE POP 1.0%
mixi 0.8%
Mobage 0.8%
Safari 0.8%
twicca (Twitter) 0.8%
YouTube 0.8%
Twipple (Twitter) 0.8%
Ameba 0.6%

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

Often use 21.0%
Sometimes use 33.4%
Don’t really use 14.9%
Never used 30.6%

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

  Important Somewhat important Can’t say Not really important Unimportant
Handset size 20.3% 45.4% 26.3% 7.0% 1.0%
Display size 22.5% 45.1% 24.9% 6.4% 1.0%
Font size 11.8% 31.6% 38.7% 14.0% 3.9%
Handset weight 16.0% 43.0% 31.5% 8.2% 1.3%
Battery life 31.9% 37.8% 24.3% 5.2% 0.7%
Ease of use 33.0% 38.5% 24.8% 3.4% 0.3%
Ease of text input 24.9% 40.3% 29.4% 4.8% 0.6%
Screen quality 25.1% 44.6% 25.8% 4.0% 0.4%
Voice call quality 18.2% 39.7% 35.5% 6.1% 0.4%
Audio quality 16.1% 36.0% 36.4% 9.4% 2.1%
Sturdiness 15.2% 35.4% 42.7% 5.8% 0.9%
Design 31.6% 39.9% 23.6% 4.0% 0.9%
Boot-up speed 26.3% 38.5% 29.4% 4.8% 1.0%
Memory capacity 24.8% 39.0% 29.9% 5.2% 1.2%
Camera functions 19.7% 36.4% 34.2% 7.8% 1.9%
Operating system 24.0% 33.1% 36.6% 4.9% 1.3%
Waterproofing 14.8% 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 [...]