世論 What Japan Thinks

Mobile Marketing Data Laboratories recently conducted a survey into a minor social problem that has grown along with smartphone usage, that of using one’s smartphone while walking.

Demographics

Between the 13th and 15th of November 2013 558 members of the MMD Labo monitor group completed a private internet-based questionnaire. All the people were smartphone users, and the demographics say that the sample was aged between 20 and 59 years old, but looking at Q1 I can see that 18 and 19 year olds, and those 60 or older were also questioned. No further demographic information was provided.

Talking of walking with smartphones, Japan Times recently stretched the definition of “news” rather too far with the author of this piece suggesting that negative press about walking with smartphones was a plot by Japan Inc. to spoil the iPhone 5s and 5c launch.

I don’t believe in coincidences. From Sept. 20, NTT Docomo, Softbank and au all began selling Apple’s newest-model iPhones, and I suspect the big difference is that foreign brands are threatening to expand their dominance of the market. So behind this wave of complaints is wounded national pride and concerns that Japanese firms are being nudged out of their own (very lucrative) market.

What a load of nonsense, but sadly reflective of the current editorial bent of newspaper, and also not the worst nonsense they have printed under a “news” headline.

Research results

Q1: Are you addicted to your smartphone? (Sample size=558)

	Yes	Perhaps	Perhaps not	No
All	14.2%	34.4%	34.9%	16.5%
Male	12.5%	31.4%	38.2%	17.9%
Female	15.8%	37.4%	31.7%	15.1%
18-19 years old	18.2%	43.2%	28.4%	10.2%
Twenties	29.5%	35.2%	23.9%	11.4%
Thirties	15.8%	39.5%	33.3%	11.4%
Forties	8.9%	36.6%	38.4%	16.1%
Fifties	5.6%	28.9%	40.0%	25.6%
Sixty or older	6.1%	16.7%	48.5%	28.8%

Q2: Do you use your smartphone while walking? (Sample size=558)

Usually (to SQ1)	21.1%
Sometimes (to SQ2)	36.0%
Rarely (to SQ2)	30.1%
Never (to SQ2)	12.8%

Q2SQ1: Have you had an accident, got injured using your smartphone while walking? (Sample size=118)

Yes	22.9%
No	77.1%

Q2SQ2: Have you had an accident, got injured using your smartphone while walking? (Sample size=487)

Yes	8.8%
No	91.2%

Q3: How much of a nuisance are people who use their smartphones while walking? (Sample size=558)

Always a nuisance	33.2%
Sometimes a nuisance	45.0%
Rarely a nuisance	18.5%
Never a nuisance	3.4%