Android’s main docomo sales point: no docomo iPhone

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What do you most expect from a docomo iPhone? graph of japanese statisticsMacromill 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%
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