世論 What Japan Thinks

Macromill Research conducted a survey into the attractions of the iPhone which revealed some rather interesting data.

Demographics

On the 11th of September 2013 between the hours of 7 pm and 9 pm 2,000 members of the Macromill online monitor group completed a private internet-based questionnaire. The respondents were between the ages of 15 and 69 years old, and the sex and age demographics were (if I understand the Japanese term correctly!) distributed equally, as Macromill usually do; 50:50 male and female, and a sixth in each age band from teens to sixties.

Personally, I dislike the iPhone as it feels too rigid an ecosystem, everyone has one, and I’m just not an Apple fan, and particularly not a fan of Apple fans! Looking at the data, I can now understand why docomo decided to join the other two carriers and start selling Apple’s device.

Research results

Q1: What is your image of the attractions of an iPhone? (Sample size=2,000, multiple answer)

	iPhone users	Android users	Feature phone users
Design	60.9%	38.2%	22.8%
Richness of apps	57.1%	39.4%	31.9%
Brand, world view	53.4%	38.4%	20.1%
Easy to understand features	53.4%	21.8%	21.9%
Handset shape, size	48.4%	23.8%	15.0%
Touch panel responsiveness	46.6%	22.0%	21.4%
Display vividness	44.3%	19.7%	23.1%
Camera features	39.1%	14.9%	17.3%
Handset quality	34.4%	14.2%	9.3%
Transmission speed	26.8%	17.8%	19.6%
Sound quality	19.2%	9.4%	8.3%
Battery life	12.0%	14.0%	7.3%

Q2A: What do you most expect from a SoftBank iPhone? (Sample size=2,000)

	All	iPhone users	Android users	Feature phone users
Cheap handset, plan price	39.3%	45.2%	32.1%	41.1%
Ease of connection	18.5%	26.3%	22.2%	12.8%
Exclusive services	8.3%	12.2%	9.8%	6.0%
Nothing in particular	33.8%	14.3%	35.9%	40.0%

Q2B: What do you most expect from an au iPhone? (Sample size=2,000)

	All	iPhone users	Android users	Feature phone users
Cheap handset, plan price	39.7%	38.8%	36.4%	41.8%
Ease of connection	12.5%	18.7%	15.1%	8.6%
Exclusive services	10.9%	16.0%	11.7%	8.6%
Nothing in particular	36.9%	26.5%	36.8%	41.0%

Q2C: What do you most expect from a docomo iPhone? (Sample size=2,000)

	All	iPhone users	Android users	Feature phone users
Cheap handset, plan price	42.6%	35.9%	44.2%	44.2%
Ease of connection	14.8%	13.4%	17.9%	13.1%
Exclusive services	11.2%	17.8%	13.1%	7.2%
Nothing in particular	31.4%	32.9%	24.7%	35.4%

Q3: Why do you use an Android smartphone? (Sample size=Android users, multiple answer)

	Docomo	au	SoftBank
Features the iPhone doesn’t have (TV, electronic cash, infra-red, waterproofing, etc)	39.6%	47.1%	37.3%
My carrier doesn’t carry the iPhone	57.7%	4.6%	2.0%
Large screen	28.1%	33.3%	13.7%
Can choose a handset from various makers	24.5%	31.4%	21.6%
Lot of freedom	17.3%	22.9%	17.6%
Tie-up with Google services is useful	18.9%	19.6%	11.8%
Slim, lightweight, etc handset	12.0%	19.0%	9.8%
Don’t want to follow the trend	10.9%	13.1%	13.7%
Don’t like Apple products	9.7%	13.7%	7.8%
Good battery life	7.2%	9.8%	11.8%
Don’t want to have the same as everyone else	7.2%	6.5%	7.8%

Q4A: Do you plan to buy the newly-announced iPhone5s? (Sample size=2,000)

	All	iPhone users	Android users	Feature phone users
Have reserved	1.9%	3.8%	2.0%	1.1%
Not reserved, but will buy soon	2.2%	7.6%	1.4%	0.9%
Plan to buy sometime	20.3%	28.3%	20.2%	17.3%
Don’t plan to buy now	43.4%	43.1%	44.2%	43.2%
Never intend to buy	32.2%	17.2%	32.1%	37.6%

Q4B: Do you plan to buy the newly-announced iPhone5c? (Sample size=2,000)

	All	iPhone users	Android users	Feature phone users
Have reserved	0.6%	0.6%	1.1%	0.3%
Not reserved, but will buy soon	0.7%	2.3%	0.4%	0.3%
Plan to buy sometime	12.0%	12.2%	12.8%	11.3%
Don’t plan to buy now	49.4%	54.8%	49.2%	47.7%
Never intend to buy	37.3%	30.0%	36.6%	40.4%

Q5A: Which iPhone5s colour do you most like? (Sample size=2,000)

Silver	43.0%
Gold	29.4%
Space gray	27.6%

Q5B: Which iPhone5s colour do you most like? (Sample size=2,000)

White	41.3%
Blue	20.2%
Pink	16.6%
Green	14.2%
Yellow	7.7%