世論 What Japan Thinks

Mobile Marketing Data Labo recently published the results of a survey into coupon usage, specifically looking at differences between smartphone and feature phone usage patterns.

Demographics

Between the 21st and 24th of February 2013 500 people who had used coupons were selected to complete the survey. Furthermore, 250 of these people selected were feature phone users, and the other 250 smartphone users. All were aged 20 or older, but no further demographics were provided.

I relatively rarely use coupons. I have a small repertoire of restaurants I like to visit, so I already know which allow coupons. Specifically, Satoyama Dining gives me a 10% off coupon if I complete the questionnaire after eating, and Kamakura Pasta (branches everywhere) who occasionally send me three 10% off coupons, each with slight variations on my name spelling!

Research results

Q1: How much does the availability of a coupon affect your purchasing, ordering of new items? (Sample size=500)

Very much so	32.8%
Somewhat so	52.8%
Not really	10.8%
Not at all	3.6%

Q2: How much does the availability of a coupon affect your continuing purchasing, ordering of items? (Sample size=500)

Very much so	31.0%
Somewhat so	54.6%
Not really	10.6%
Not at all	3.8%

Q3A: Where do you learn about coupons from? (Sample size=250, feature phone users, multiple answer)

PC internet websites	70.8%
Leaflets inserting into newspapers	51.6%
Free papers	46.8%
PC email newsletters	37.2%
Mobile internet websites	26.0%
Magazines	18.4%
Direct mail	17.6%
Shops, railway stations	17.6%
Mobile phone email newsletters	15.6%
Newspapers	13.6%
Family	9.2%
Friends	9.2%
Mobile phone apps	8.8%
Books	3.6%
Television	3.2%
In-train advertisements	0.8%
Radio	0.0%
Other	0.0%

Q3B: Where do you learn about coupons from? (Sample size=250, smartphone users, multiple answer)

PC internet websites	67.6%
Smartphone websites	56.0%
Smartphone apps	51.2%
Leaflets inserting into newspapers	45.2%
Free papers	42.0%
PC email newsletters	32.8%
Mobile phone email newsletters	30.4%
Direct mail	22.4%
Shops, railway stations	19.6%
Magazines	19.2%
Newspapers	16.8%
Friends	12.8%
Family	11.6%
Television	6.8%
Books	6.0%
In-train advertisements	3.6%
Radio	3.2%
Other	1.2%

Q4A: From where do you get coupons that you use the most from? (Sample size=250, feature phone users)

PC internet sites	30.0%
Leaflets inserting into newspapers	20.0%
Mobile internet sites	11.2%
Free papers	10.0%
Shops, railway stations	6.8%
Mobile phone apps	5.6%
PC email newsletter	5.2%
Direct mail	4.8%
Mobile phone email newsletter	4.4%
Newspapers	0.8%
Magazines	0.8%
Other	0.4%

Q4B: From where do you get coupons that you use the most from? (Sample size=250, smartphone users)

Smartphone apps	24.4%
Smartphone internet sites	23.2%
PC internet sites	15.2%
Leaflets inserting into newspapers	11.2%
Free papers	10.0%
PC email newsletter	4.4%
Shops, railway stations	4.4%
Smartphone email newsletter	4.0%
Direct mail	1.2%
Newspapers	0.8%
Magazines	0.8%
Other	0.4%

The final question was for people who had had a coupon refused, or forgot to bring it, or otherwise couldn’t or didn’t use it.

Q5: Have you ever not bought something because you couldn’t use a coupon? (Sample size=360)

	Feature phones N=172	Smartphones N=188
Yes, have not bought something	52.9%	56.4%
No, haven’t not bought something	47.1%	43.6%