世論 What Japan Thinks

Cross Marketing recently conducted a survey into iPhone5 satisfaction levels, and interestingly choosing to contrast satisfaction levels between users of the two carriers who offer the phone, au and SoftBank.

Demographics

Between the 19th and 21st of July 2013 1,000 iPhone5-owning members of the Cross Marketing monitor group completed a private internet-based questionnaire. 500 of the users had au by KDDI as their carrier, and 500 had SoftBank. The ages of the sample ranged from 18 to 59 years old, but no further demographic information was provided.

SoftBank have been putting a lot of effort into stressing how their network has improved – indeed, I have previously presented statistics showing how good they are – and the message seems to be getting through with satisfaction ratings being higher in almost every category as seen below.

Here SoftBank explain the concept of “Connecting”, assisted by Shinji Kagawa of Manchester United and Bob Sapp, an ex-American Football player:

Research results

Q1: How satisfied overall are you with your iPhone5 and your carrier? (Sample size=1,000)

	au N=500	SoftBank N=500
Totally satisfied	14%	16%
Satisfied	50%	60%
Can’t say either way	24%	20%
Unsatisfied	10%	2%
Totally unsatisfied	3%	1%

In the next question, those who were either “Totally satisfied” or “Satisfied” were added together to give the numbers displayed below. Note that the first row is a summaryof Q1 above.

Q2: Are you satisfied with the following features? (Sample size=1,000, multiple answer)

	au N=500	SoftBank N=500
iPhone5 overall satisfaction	64%	76%
Handset price	42%	44%
Unlimited data packet plan cost	38%	36%
Discounts and special promotional campaigns	45%	42%
Total monthly bill	35%	31%
Size of 3G data service area	46%	50%
Reliability of 3G data transmission	38%	42%
3G voice quality	47%	49%
3G data transmission speed	34%	36%
Effort being put into improving 3G talk, data quality	33%	40%
Size of LTE (4G) data service area	32%	44%
LTE (4G) data transmission speed	48%	63%
Effort being put into improving LTE (4G) talk, data quality	31%	47%
Available contents. apps, services	58%	64%
Aftersales, service, support	40%	39%