世論 What Japan Thinks

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.
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Mobile Marketing Data Laboratory recently continued their look at feature phone users, a follow-up to an earlier report on the first half of that survey that I translated here.

Demographics

Between the 21st and 24th of June 2013 992 members of the MMD monitor panel completed a private internet-based questionnaire. All of them currently used a feature phone, and 331 were with docomo, 330 with au, and 331 with SoftBank as their mobile carrier. Their ages were between 15 and 69.

Note that this survey is a continuation of the previously-mentioned survey, and starts with the 204 people who answered in Q1 that they had plans to buy a smartphone sometime in the future.
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A recent survey from Mobile Marketing Data Laboratory looked at feature phone users.

Demographics

Between the 21st and 24th of June 2013 992 members of the MMD monitor panel completed a private internet-based questionnaire. All of them currently used a feature phone, and 331 were with docomo, 330 with au, and 331 with SoftBank as their mobile carrier. Their ages were between 15 and 69.

From other surveys, feature phones make up just over 50% of the existing phones in circulation, although new smartphone sales outpace existing phone sales.

My wife still has a feature phone, and she’s in no rush to upgrade; she likes the idea of a smartphone for web browsing, but is reluctant to leave behind the physical keypad for email.
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