Mobile phone price, design key sales points in Japan


How long have you been using your current mobile phone? graph of japanese statisticsOnce again we have the results of the regular monthly surveys from goo Research and as reported by into mobile phone upgrade needs, with this being the 45th time around.


Between the 13th and 17th of April 2009 exactly 1,000 mobile phone users from the goo Research monitor panel completed a private internet-based questionnaire. 53.7% of the sample were female, 1.1% in their teens, 19.1% in their twenties, 37.2% in their thirties, 24.2% in their forties, and 18.4% aged fifty or older.

As a comparison, the fortieth regular survey, translated here, also looked at what was important when choosing what to upgrade to. There design was the key feature, but now it is price, suggesting that the current financial uncertainties are weighing heavy in potential upgraders’ minds.

Research results

Q1: Which mobile phone carrier do you use? If more than one, choose the one you use the most. (Sample size=1,000)

NTT docomo48.9%
au by KDDI27.5%

Q2: Select which of the following are important when upgrading your mobile phone. (Sample size=1,000, multiple answer)

Handset price65.9%
Handset type (clamshell, slider, etc)27.4%
Camera spec, functions24.1%
Voice call costs23.8%
Service provider, carrier23.2%
Additional functions (One seg, GPS, etc)22.5%
Data transmission costs18.0%
Maker, brand17.5%
Battery life15.3%
Supported services13.4%
Ease of connecting13.3%
Internal memory size13.0%
Character entry functions11.6%
Transmission speed10.5%
Voice quality9.5%
None in particular1.4%

Q3: Select which of the services from the list below whose presence or absense is important when upgrading your mobile phone. (Sample size=1,000, multiple answer)

Unlimited data plan45.9%
Decoration mail (font styling, animated icons, etc)13.4%
MP3-quality ring tunes12.8%
Ring tones12.6%
GPS navigation12.1%
International roaming10.3%
Video download7.1%
Flash support6.2%
Push to Talk (walkie-talkie mode)0.2%
None in particular36.7%

Q4: How long have you been using your current mobile phone? (Sample size=1,000)

Less than a month3.7%
Less than three months6.3%
Less than six months9.2%
Less than a year13.3%
Less than two years36.0%
Two years or more30.8%
Don’t remember0.7%
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