世論 What Japan Thinks

Following on from a look at Apple iPad Air and mini Retina Display devices, Mobile Marketing Data Laboratories followed up with the Microsoft Surface 2 and Surface Pro 2.

Demographics

Over the 25th and 26th of October 2013 2,204 members of the MMD Labo monitor group completed a private internet-based questionnaire. All of the sameple were over the age of 15, but further demographics were not forthcoming.

Nokia have also recently announced a Surface 2 tablet (non-Pro means it runs on ARM, so doesn’t support legacy Windows programs) that sounds rather good, but the price is still borderline for my wallet once my netbook finally expires, especially once the keyboard price is factored in. I’ve also recently converted by netbook to Linux, so if it did expire, I’d probably be in the market for a (second-hand?) low-end net/notebook to bung Linux on.

Back to the survey, I was surprised to see that the desire to purchase was only 50% or less than the desire to buy a new iPad. I’d have thought the Surface has a much more business-oriented image but not quite good enough yet to replace a MacBook or an Ultrabook.

Research results

Q1: Did you know that the launch of the new Surface in Japan had been announced? (Sample size=2,240)

	All	Tablet owners N=525	Tablet non-owners N=1,679
Yes	30.5%	60.2%	21.3%
No	69.5%	39.8%	78.7%

Q2: Do you want to buy the Surface 2? (Sample size=2,240)

	All	Tablet owners N=525	Tablet non-owners N=1,679
Want to buy	2.5%	6.5%	1.3%
Might want to buy	5.8%	10.7%	4.2%
Can’t say	33.2%	35.4%	32.5%
Don’t really want to buy	13.7%	16.0%	12.9%
Don’t want to buy at all	44.8%	31.4%	49.0%

Q3: Do you want to buy the Surface Pro 2? (Sample size=2,240)

	All	Tablet owners N=525	Tablet non-owners N=1,679
Want to buy	3.0%	7.8%	1.5%
Might want to buy	8.2%	16.8%	5.5%
Can’t say	32.7%	34.3%	42.2%
Don’t really want to buy	13.2%	15.2%	12.6%
Don’t want to buy at all	42.8%	25.9%	48.1%