世論 What Japan Thinks

The four most frequent petty vehicular crimes I see in Japan are red light running, no adult seatbelts, not using child seats and, the focus of this article, the use of mobile phones. This was outlawed in Noverber 2004, and although the government reported a significant reduction in accidents caused by the use of mobile phones, there was some scepticism from me and others as to whether this was really due to safer driving and not just due to less reporting. So, japan.internet.com reported on the results of a survey conducted by Cross Marketing Inc into hands-free adapters.

Demographics

Over the 15th and 16th of August 2007 320 car-driving members of Cross Marketing Inc’s online monitor group completed a private internet-based questionnaire. The sample was split 50:50 male and female, and 25.0% in their twenties, 25/0% in their thirties, 25.0% in their forties, and 25.0% in their fifties.

You’ll have to buy the full report, I suspect, to find out the most interesting figures, such as when driving how frequently people make or receive calls or email on the mobile phones.
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I hate my mobile phone answering service! I’ve set mine up in English, which is useful, but after I play back the message, there is a prompt saying “Press 2 to save the message.” I do that but it always gets deleted! Is the save only a session save, not a save forever? Is this just DoCoMo’s easy way of avoiding users storing too many voice mail messages? In addition, I find the handset’s built in service is worse than useless. To discover what the average Japanese person thinks, MyVoice surveyed its internet community to find out what they thought about mobile phone answering services.

Demographics

Between the 1st and 5th of July 2007 13,191 members of the MyVoice internet community answered a private internet-based questionnaire. 54% of the sample was female, 2% in their teens, 18% in their twenties, 39% in their thirties, 27% in their forties, and 14% in their fifties.

Most people seem to have some degree of satisfaction with their network-based voice mail, but perhaps this is just people thinking it’s better than just the handset voice mail? Then again, most people are also satisified with the built-in voice mail. Note that DoCoMo charge 300 yen per month for the use of the network answering machine, and the other carriers have similar charges.

Oh, and I promise not to mention the iPhone’s visual voice mail in this post. Oops!
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One place where mobile phone vendors probably make a reasonable amount of profit is on accessories purchased along with a new phone, as they have the customer already opening their wallet, so pushing a couple of extra bits and bobs onto the punter is a relatively easy sale. To find out how the customer thinks, japan.internet.com recently reported on a survey conducted by goo Research into mobile phone accessories.

Demographics

Between the 27th and 30th of July 2007 1,084 members of goo Research’s online monitor group completed a private internet-based questionnaire. 53.0% were male, 16.4% in their teens, 18.2% in their twenties, 21.9% in their thirties, 16.0% in their forties, 15.4% in their fifties, and 12.2% aged sixty or older.

Looking at Q2, I wonder if there is a possibility that the respondents were confused. I find it rather difficult to believe that less than one in five buy either an AC adaptor or a cradle, or conversely that almost one in five buy a second AC adaptor or cradle, so perhaps there was confusion as to whether or not to indicate that the separately paid for but usually purchased (I suspect) adaptor and cradle were actually to be counted as accessories.
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With all the survey companies keen to jump on the iPhone in Japan opinion bandwagon, here comes the latest offering from the company formally known as infoPLANT, Yahoo! Japan Value Insight with their take on Apple’s iPhone in Japan.

Demographics

Over the 25th and 26th of July 2007 400 members of Value Insight’s online monitor group were chosen to take part in a survey. They were split 50:50 male and female, and similarly the age distribution was 20.0% in each age group teens to the over fifties.

The report below is of the highlights of the survey; the full details of all 13 questions can be purchased for 50,000 yen, or 100,000 yen if you want the raw data too.

I find it interesting in Q5 that people want to spend not more than 22,655 yen, or under 200 US dollars, on the handset, well under half the price in the USA. Will we see a premium pricing plan for the iPhone in Japan?
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With the new 2007 summer mobile phone launch completed, with the main focus being on the top end high-specification models, NEPRO Japan came out with a report on a survey into cell phone upgrade needs.DemographicsBetween 10am on the 5th of July and 3am on the 6th of July 2007, NEPRO Japan made a questionnaire available through the menuing systems of the three main mobile service providers, namely NTT DoCoMo’s iMode, .

I try to restrict my new handset cost to under 10,000 yen, but then there’s always a new power adaptor, phone cradle, 2,000 yen contract renewal fee and a couple of other hidden costs that all add up.
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I keep wanting to download more games to my phone, but being a stingy git I never quite get round to it. In theory, since wifey has an unlimited packet deal (I keep telling her to use her phone more!) she can download and move to an SD card, then I can move it off the SD card onto my own phone. I must try that sometime. In the meantime, let’s look at a recent survey conducted by Yahoo! Japan Value Insight (ex-infoPLANT) on this topic of mobile phone applications, in particular NTT DoCoMo’s iAppli.

Demographics

Between the 4th and 22nd of June 2007 (this must be a misprint as the text says the survey was conducted over one week) 6,031 people, 57.6% female, self-selected themselves and completed a public questionnaire available through the NTT DoCoMo iMode menuing system. Note that the self-selecting nature of the survey attracts a high percentage of people on unlimited data download plans.

There’s a puzzle game I’ve seen a few people playing that I’d like to get hold of – the idea is to draw a picture in a 20×20 grid or so with a set number of blocks available for each row and column. Does anyone know what this is called? I also had fun doing a Kakuro in a copy of the Guardian I picked up on holiday, so I should search out an electronic version of that too.
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If you’ve signed up for dodgy mailing lists or are getting too many calls from your ex on your mobile phone, fortunately almost all Japanese cell phone models have features enabling you to blacklist other phone numbers, email addresses and even complete domains. Personally, all bar one mailing list that I’ve joined has honoured my unsubscribe requests, but whenever I get a dodgy ワンギリ, wan-giri, call, that is a call that just rings once so when you call back they apply assorted high pressure sales or extortion tactics to you, it goes into the banned list on my phone. Recently, NEPRO JAPAN looked at how the average person used mobile phone blacklisting features.DemographicsBetween 10 am on the 7th of June and 3 am on the 8th of June 2007 NEPRO JAPAN made a survey available to the general mobile-phone using public through the menuing systems of NTT DoCoMo’s iMode.
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Despite Japan Probe suggesting that all that is needed for the iPhone to succeed here in Japan is the ability to play back Gundam anime, I suspect there are perhaps a number of features missing that people expect as standard. To find out if there is any truth behind this suspicion, iShare performed a survey on views regarding the iPhone.

Demographics

Between the 26th of June and the 2nd of July 2007, iShare interviewed by means of a private internet-based questionnaire 1,341 members of its CLUB BBQ free mail forwarding service. Men outweighed females 7:3, 18.3% were in their twenties, 48.2% in their thirties, 24.9% in their forties, and the remaining 8.6% were either fifty or older or in their teens. This group is quite geek/otaku oriented, so there is perhaps a higher level of knowledge of technical matters on display here than in similar surveys with other groups. Note also that sample sizes for each question were not explicitly mentioned so my figures might be wrong.

This is a great survey for me: in Q3, why do people expect SoftBank to carry it? Does it fit their image? Do they imagine they will outbid everyone in desperation? For me, au by KDDI seems a better fit, but I also feel SoftBank would pay anything to get the reseller rights. In Q5, the seemingly odd choice of One Seg (digital terrestrial) television support seems to be the feature most people want to see, and almost a third want the browser downgraded to standard mobile site support, both ahead of what I might have predicted, namely electronic cash support and ring tones. Finally, only Sony and Sharp are seen as being able to top the iPhone, whereas I think Nokia might be able to do something, but they don’t even feature in the list of companies!
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If you are looking for iPhone emoji information, here is a story on why no emoji is killing the iPhone.

Rather than text-based smilies that we’ve looked at in earlier surveys, this time we look at the emoji graphical icons that the three main Japanese mobile operators all support to varying degrees, called 絵文字, emoji, picture characters. Here is a full table of the set of emoji common across the three main carriers, NTT DoCoMo, SoftBank, and EzWeb (au and TU-KA from KDDI) so you can see for yourself how good or bad each provider’s art work is. Recently, MyVoice investigated this subject of mobile phone emoji graphical icon usage.

Demographics

Between the 1st and 5th of June 2007 13,158 members of the MyVoice internet community completed a web-based questionnaire. 54% of the sample was female, 2% in their teens, 18% in their twenties, 39% in their thirties, 27% in their forties, and 14% in their fifties or older.

Note that some of the newer DoCoMo phones, such as the Panasonic P703i come with an enormous library of pseudo-emoji, implemented as embedded images in HTML mail.
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Despite some mediocre reviews Apple’s new iPhone has been apparently flying off the shelves in the USA, and judging by this survey, many in Japan are hoping for an early release in this country too. This was revealed in a survey recently reported on by japan.internet.com and conducted by JR Tokai Express Research Inc on the topic of Apple’s iPhone

Demographics

On the 6th of July 2007 331 members of the JR Tokai Express Research online monitor panel employed in private industry or local or national government successfully completed a private internet-based questionnaire. 76.1% were male, 11.5% in their twenties, 44.4% in their thirties, 32.3% in their forties, 8.5% in their fifties, and 3.3% in their sixties.

I think personally that the iPhone would not do well in its current state in Japan. First and foremost, the lack of 3G speed would be a major issue for many mobile web users. Second, given that most people are used to the designed-to-fit experience of mobile-targeted sites, a full browser is perhaps not all that necessary. Third, Japanese on the whole do not use nor perhaps want SmartPhones; there is no significant Palm or Blackberry-using demographic that need the business-like features. Fourth, and perhaps the biggest deal-breaker, there is no hook to hang your dangly thingies off!
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