Mobile phone coupon usage in Japan

This is a subject I’ve looked at a number of times, but I always find the results interesting. The subject is mobile phone coupons, counducted by Point On Research and reported on by japan.internet.com.

Demographics

On the 15th of September 2009 exactly 800 members of the Point On Research monitor group completed a mobile internet-based questionnaire. The sample was exactly 50:50 male and female, 20.0% in their teens, 20.0% in their twenties, 20.0% in their thirties, 20.0% in their forties, and 20.0% in their fifties.

The only mobile coupons I use are for Mister Donut, although recently they’ve been pretty poor, 20% off a second doughnut or the like. And they’ve also ended their half-price ice coffee promotion.

Research results

First, from the sample 555 people, or 69.4%, had used mobile phone-based coupons. They were asked the following.

Q1: Where have you used mobile phone coupons? (Sample size=555, multiple answer)

	Votes	Percentage
Fast food restaurants	458	82.5%
Family restaurants	190	34.2%
CD, video rental	170	30.6%
Japanese-style pubs	112	20.2%
Karaoke	106	19.1%
Other eating place	67	12.1%
Beauty, health-related	21	3.8%
Sports, leisure facilities	20	3.6%
Hotels, inns	14	2.5%
Other businesses	76	13.7%
Other	20	3.6%

Q2: At what point in time do you usually obtain mobile phone coupon information? (Sample size=555)

Look up shop web site when I need to use	46.3%
Look up coupon web site when I need to use	16.9%
Get regular email updates of latest coupon information	17.8%
Regularly look up coupon information	3.6%
No particular pattern	15.3%

Now, the 245 people who didn’t use mobile phone coupons were asked the following.

Q3: Would you like to use mobile phone coupons in the future? (Sample size=245)

Want to use	6.9%
Depending on the details, would want to use	80.0%
Don’t want to use	13.1%