Following up on coffee shop chain images comes another survey from iShare, this time looking at cellphone carrier image.

Demographics

Between the 17th and 19th of December 2008 402 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 54.7% of the sample were male, 15.4% in their twenties, 45.0% in their thirties, 32.3% in their forties, and 7.2% in either their teens or aged fifty or older.

Given SoftBank’s image in the title, it does seem appropriate that they supply Mickey Mouse phones.


Research results

Q: For the three main mobile phone service providers, choose all of the following that match your image of them

A: NTT docomo (Sample size=402, multiple answer)

  All Male
N=220
Female
N=182
Business-oriented 46.0% 46.8% 45.1%
Practical 41.5% 41.4% 41.8%
Elderly-oriented 20.1% 20.9% 19.2%
Adult-like 10.4% 10.5% 10.4%
Metropolitan 10.4% 9.1% 12.1%
Male-oriented 9.5% 9.5% 9.3%
International 8.2% 7.3% 9.3%
Cool 7.7% 5.5% 10.4%
Youth-oriented 5.7% 4.1% 7.7%
Female-oriented 2.2% 2.7% 1.6%
Shoddy 1.7% 2.3% 1.1%
Student-oriented 1.5% 0.9% 2.2%
Cute 1.2% 1.4% 1.1%
Gentle 1.2% 1.8% 0.5%
None of the above 18.9% 19.5% 18.1%

B: au (Sample size=402, multiple answer)

  All Male
N=220
Female
N=182
Youth-oriented 53.0% 51.4% 54.9%
Student-oriented 31.3% 30.5% 32.4%
Practical 16.9% 16.4% 17.6%
Metropolitan 14.4% 14.5% 14.3%
Shoddy 13.9% 15.9% 11.5%
Female-oriented 11.2% 11.8% 10.4%
Cute 10.4% 8.2% 13.2%
Cool 8.5% 8.2% 8.8%
Business-oriented 6.0% 6.8% 4.9%
Gentle 4.2% 1.8% 7.1%
Elderly-oriented 3.7% 3.2% 4.4%
International 3.5% 2.7% 4.4%
Male-oriented 3.5% 4.5% 2.2%
Adult-like 1.2% 1.4% 1.1%
None of the above 11.7% 11.8% 11.5%

C: SoftBank (Sample size=402, multiple answer)

  All Male
N=220
Female
N=182
Shoddy 32.8% 40.0% 24.2%
Youth-oriented 28.6% 29.1% 28.0%
Student-oriented 25.6% 25.5% 25.8%
Practical 15.2% 16.4% 13.7%
Metropolitan 13.2% 13.6% 12.6%
International 11.9% 10.0% 14.3%
Business-oriented 8.7% 7.7% 9.9%
Female-oriented 8.2% 7.7% 8.8%
Cool 6.5% 4.1% 9.3%
Cute 6.2% 4.5% 8.2%
Adult-like 3.2% 3.2% 3.3%
Male-oriented 3.0% 2.3% 3.8%
Elderly-oriented 2.0% 1.4% 2.7%
Gentle 1.2% 1.4% 1.1%
None of the above 13.7% 13.2% 14.3%

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