世論 What Japan Thinks

Mobile Marketing Data Labo have been producing some very good surveys recently, and this one – actually pair – is no exception, a look at how satisfied people who purchased smartphones this year are, with the survey being conducted separately for both iPhone users and Android users.

Demographics

For both surveys, between the 25th and 27th of November 2013 1,000 Android purchasers and 1,000 iPhone purchasers completed a private internet-based questionnaire. No further demographic information was presented.

One trend I’ve heard about informally is that there is a movement away from smartphones to owning two devices; a feature phone for voice calls and a tablet for web browsing. I’ve yet to see a survey on this aspect, but hopefully MMD Labo can cover this topic in the coming year.

Research results

Q1A: How satisfied are you with these aspects of your iPhone? (Sample size=1,000)

	Satisfied	Somewhat satisfied	Can’t say	Somewhat dissatisfied	Dissatisfied
Handset size	41.8%	41.8%	12.4%	3.4%	0.6%
Screen size	27.9%	42.8%	22.1%	5.8%	1.4%
Handset weight	33.7%	40.7%	20.9%	3.4%	1.3%
Battery life	17.1%	29.2%	24.5%	21.0%	8.2%
Ease of use	37.1%	40.1%	18.5%	3.1%	1.2%
Display quality	44.8%	41.0%	13.1%	0.8%	0.3%
Sound quality	28.0%	41.3%	28.2%	1.9%	0.6%
Design	41.7%	41.4%	15.5%	0.9%	0.5%
Camera functions	34.6%	42.9%	20.4%	1.7%	0.4%
Handset brand	45.6%	36.2%	16.7%	1.3%	0.2%

Q1B: How satisfied are you with these aspects of your Android? (Sample size=1,000)

	Satisfied	Somewhat satisfied	Can’t say	Somewhat dissatisfied	Dissatisfied
Handset size	31.0%	45.3%	17.2%	5.4%	1.1%
Screen size	36.2%	43.6%	15.7%	3.4%	1.1%
Handset weight	17.5%	37.1%	36.6%	6.8%	2.0%
Battery life	17.1%	27.2%	22.6%	21.8%	11.3%
Ease of use	17.4%	40.5%	28.8%	10.7%	2.6%
Display quality	28.0%	45.7%	23.0%	2.5%	0.8%
Sound quality	15.7%	36.6%	43.0%	3.4%	1.3%
Design	23.1%	42.3%	30.7%	2.7%	1.2%
Camera functions	19.6%	42.8%	31.7%	3.9%	2.0%
Waterproofing features	20.5%	37.0%	32.5%	4.5%	5.5%
Handset brand	24.3%	39.1%	31.3%	3.5%	1.8%

Q2: What was important when buying your smartphone? (Sample size=2,000, multiple answer)

	iPhone purchasers N=1,000	Android purchasers N=1,000
Ease of use	49.9%	35.0%
Handset brand	48.9%	26.4%
Design	40.8%	30.6%
Handset size	32.2%	31.5%
Display quality	31.2%	31.8%
Waterproofing features	–	26.0%
Battery life	24.2%	40.9%
Handset weight	20.3%	12.1%
Cheapness of handset	19.9%	25.2%
Largeness of display	16.5%	42.9%
Camera functions	14.2%	16.6%
Sound quality	7.1%	5.9%

Q3: Compared to your previous phone, which aspects are you more satisfied with? (Sample size=2,000, multiple answer)

	iPhone purchasers N=1,000	Android purchasers N=1,000
Ease of use	43.5%	30.4%
Display quality	36.3%	34.8%
Largeness of display	32.0%	50.3%
Design	29.1%	19.5%
Camera functions	27.9%	22.9%
Handset brand	27.3%	11.3%
Battery life	24.9%	34.1%
Handset weight	24.6%	9.4%
Handset size	23.8%	22.3%
Waterproofing features	–	18.7%
Sound quality	10.9%	8.1%

Q4: What would you like to have in your next smartphone? (Sample size=2,000, multiple answer)

	iPhone purchasers N=1,000	Android purchasers N=1,000
Long-life battery	51.2%	64.5%
Waterproofing, shockproofing, more robust handset	29.4%	34.5%
Design that raises brand awareness	27.8%	16.7%
Larger and easier to see display	25.7%	31.0%
High-performance camera, microphone, speakers	23.9%	25.3%
Minimal functionality, simple and cheap handset	16.8%	21.5%
Osaifu Keitai electronic cash, digital television, other feature phone functions	16.7%	27.6%
Completely new shape as a revolutionary advancement	14.2%	10.9%
Lots of different handset colours	13.6%	15.1%
Other	7.0%	7.8%
Nothing in particular	13.5%	9.2%