By Ken Y-N ( November 4, 2013 at 22:41)
· Filed under Hardware, Mobile, Polls
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Mobile Marketing Data Laboratory recently published a very interesting “fixed point” survey regarding mobile handset purchasing. I’m not sure exactly what a “fixed point” is; it might be referring to this being a regular survey?
Demographics
Between the 11th and 15th of October 2013 995 members of the MMD Labo monitor group completed a private internet-based questionnaire. All of them had purchased a mobile phone between April and September of 2013, and all were aged over 18 but under 65 years old, but no further demographics were given.
Note that regarding Q1SQ2, docomo only sells the newer iPhones 5s and 5c, yet even though they only came out on the 20th of September, they made up nearly 20% of docomo’s sales in just 5% of the half-year measured! They also made up nearly 25% of SoftBank’s sales, but that could be explained by people holding off upgrading until the new model came out.
Research results
Q1: Which did you buy within the last six months, a feature phone or a smartphone? (Sample size=995)
| Feature phone |
18.0% |
| Smartphone (to SQ1) |
82.0% |
Q1SQ1: Which carrier did you buy your smartphone from? (Sample size=816)
Q1SQ2: Which docomo smartphone did you buy? (Sample size=260)
| Sony Xperia A SO-04E |
26.2% |
| Apple iPhone 5s |
15.8% |
| Samsung Galaxy S4 SC-04E |
10.4% |
| Sony Xperia Z SO-02E |
6.5% |
| Other Sony Xperia |
4.6% |
| Apple iPhone 5c |
3.8% |
| Toshiba Arrows NX F-06E |
3.5% |
| Toshiba Arrows X F-02E |
3.1% |
| Panasonic Eluga P P-03E |
3.1% |
| Other Toshiba Arrows |
2.7% |
| Other |
20.2% |
Q1SQ3: Which au smartphone did you buy? (Sample size=283)
| Apple iPhone 5 |
23.0% |
| Sony Xperia UL SOL22 |
12.0% |
| Apple iPhone 5s |
11.0% |
| Sharp Aquos Phone Serie SHL22 |
10.6% |
| Other Sony Xperia |
7.4% |
| Kyocera Urbano L01 |
7.4% |
| Sharp Aquos Phone Serie SHL21 |
4.9% |
| Apple iPhone 5c |
3.9% |
| HTC J One HTL22 |
3.2% |
| Apple iPhone 4S |
2.1% |
| Other |
14.7% |
Q1SQ4: Which SoftBank smartphone did you buy? (Sample size=273)
| Apple iPhone 5 |
51.3% |
| Apple iPhone 5s |
19/8% |
| Sharp Aquos Phone Xx 203SH |
4.0% |
| iPhone 5c |
3.7% |
| Sharp Aquos Phone Xx 206SH |
3.7% |
| Apple iPhone 4S |
2.9% |
| Sharp Simple Smartphone 204SH |
2.6% |
| Sharp Aquos Phone ss 205SH |
1.8% |
| Toshiba Arrows A 201F |
1.5% |
| Sharp Pantone ® 6 200SH |
1.5% |
| Other |
7.4% |
Q2: Which kind of mobile phone did you previously use? (Sample size=995)
| Feature phone (to SQ) |
51.4% |
| Smartphone |
47.2% |
| None |
1.4% |
Q2SQ: Which kind of mobile phone did you upgrade to? (Sample size=511)
| Feature phone |
31.5% |
| Smartphone |
68.5% |
If we combine Q1, Q2 and Q2SQ, we get the following. Note that I cannot deduce the exact numbers for upgraders from smartphones due to insufficient data in this report.
Q1+Q2+Q2SQ: Which kind of mobile phone upgrade did you do? (Sample size=995)
| Feature phone to feature phone |
16.2% |
| Feature phone to smartphone |
35.2% |
| Smartphone to feature phone |
0.4% to 1.8% |
| Smartphone to smartphone |
45.4% to 46.8% |
| New purchase, not upgrade |
1.4% |
Q3: What dissatisfactions do you have regarding purchasing your new mobile phone? (Sample size=995, multiple answer)
| Difficult to understand the pricing stucture |
33.3% |
| Options got bundled with the plan |
29.9% |
| There was a long waiting time |
25.7% |
| Difficult to understand the various services |
21.8% |
| Difficult to know which handset is the best |
16.2% |
| Difficult to move my data across |
12.2% |
| Difficult to understand the sales staff |
11.8% |
| Device was out of stock |
9.9% |
| Few working devices to help me choose |
9.0% |
| Other |
4.2% |
| Have no dissatisfactions |
24.7% |
Read more on: feature phone,
mmd labo,
smartphone
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