世論 What Japan Thinks

Mobile Marketing Data Laboratory recently conducted a survey with a lot of useful data points, looking at tablet device issues.

Demographics

Between the 18th and 20th of June 2013 568 members of the MMD research panel who were also users of both tablets and smartphones completed a private internet-based questionnaire. The ages were between 20 and 59 years old, but no further information was provided.

There’s a lot of great data here that I’ve been hoping to get my hands on for a while. Over 20% of Android tablet users being iPhone owners is not a surprise to me; given that the iPhone is the biggest-selling smartphone in Japan it is statistically quite normal (I think!) that there is such a split. However, I would like to know why iPhone users chose an Android tablet, or did Android tablet users choose the iPhone? At a guess, I would say that price would be the deciding factor, but I wonder how many of those choosing an Android did have a significant investment in iTunes and app purchases? Perhaps next time we can get answers to these questions.

Research results

Q1A: iPad users, what smartphone do you use? (Sample size=355)

Apple iPhone	68.5%
Sony Xperia	9.0%
Sharp Aquos Phone	4.2%
Samsung Galaxy	4.2%
Other	14.0%

Q1B: Android tablet users, what smartphone do you use? (Sample size=213)

Apple iPhone	21.1%
Sony Xperia	19.2%
Samsung Galaxy	10.8%
Sharp Aquos Phone	9.9%
Other	39.0%

Q2: Where or when do you use your tablet and smartphone? (Sample size=568, multiple answer)

	Tablet	Smartphone
When relaxing at home	71.5%	51.6%
When watching television	37.7%	33.5%
When passing free time outside	37.1%	63.9%
At a cafe, restaurant	31.2%	50.7%
While riding a train, bus, airplane	31.0%	65.1%
For work, studying	26.4%	26.9%
While waiting for a train, bus, airplane	25.7%	58.3%
At break times at work, school	23.6%	47.2%
When working outside the office	22.4%	29.2%
When cooking in the kitchen	20.8%	13.4%
During meals at home	11.3%	14.6%
In the bath	7.4%	11.3%
Other	8.8%	9.3%

Q3: What genres of apps do you use on your tablet at least once a week? (Sample size=568, multiple answer)

Video	43.8%
Weather	39.3%
SNS	34.7%
News	30.1%
Game	28.5%
Electronic book, magazine	25.9%
Lifestyle	25.5%
Work efficiency	25.4%
Navigation	20.4%
Photos, home video	19.7%
Catalogue	18.8%
Dictionary	16.7%
Entertainment	15.0%
Travel	14.4%
Free voice calls, chat	14.1%
Education	13.7%
Utility	13.4%
Business	11.8%
Music	10.7%
Health care, fitness	10.4%
Sports	8.5%
Finance	8.1%
Medical	3.9%
Other	3.0%
None in particular	12.1%

Q4: Do you share your tablet with your family? (Sample size=568)

No, have exclusive use	59.3%
Yes, share it	40.7%