Electronic cash usage amongst Tokyo salarymen


Which e-money style would you like to use in the future? graph of japanese statisticsA recent survey from goo Research into electronic money used a rather narrow demographic of young male salarymen to produce its results.


Between the 26th and 28th of July 2011 1,006 male members of the goo Reseach monitor group who lived in the Tokyo metropolitan area and were in full-time employment and had credit cards completed a private internet-based questionnaire. The sample was 100% male, with 25.1% aged between 30 and 34, 25.1% between 35 and 39, 25.0% between 40 and 44, and 24.8% between 45 and 49 years old.

My main credit card also works for electronic cash and my train ticket in postpay mode. I’m also very aware of gathering points, as at Hankyu group shops they print out your current point totals on the card when you shop. For my other credit cards, points are only printed on the monthly statements, so I tend to ignore them.

Just as a note, prepay systems are where you fill up your card with cash (some systems automatically debit your credit card) then spend the balance sitting in the card. Postpay systems are more like ordinary credit cards; there is no cash in your card, and at the end of the month you get a statement summarising all your transactions. I’m a postpay fan myself.

Research results

Q1: When using your credit card for shopping, are you aware of gathering points, miles, etc? (Sample size=1,006)

Aware of gathering points76.2%80.4%72.0%
Not really aware21.0%16.6%25.4%
Not aware at all2.8%3.0%2.6%

Q2: In the future when using your credit card for shopping, do you want to be aware of gathering points, miles, etc? (Sample size=1,006)

Want to be aware of gathering points79.6%83.0%76.2%
Don’t plan to be really aware18.8%15.2%22.4%
Don’t plan to be aware at all1.6%1.8%1.4%

Q3: What are the good points about electronic money? (Sample size=1,006, multiple answer)

Don’t have pocketfuls of change, no worries about mistakes in change62.5%
Can pay quickly, simply, easily53.9%
Can save points, miles, get special discounts, etc48.1%
Can pay by mobile phone39.7%
Can shop easily at my usual shops33.0%
No worries about carrying cash, can use tricks to manage my money28.8%
Can carry fewer cards11.9%
It’s just smart and cool to shop the trendy way4.5%
Don’t really feel any particular merits7.6%

Note that Q4 should have been the current version of Q5 below, but they published a different set of results, which I’ve had to guess a question text for.

Q4: When shopping online, other than by credit card, how do you settle the bill? (Sample size=online shoppers, multiple answer)

Prepay electronic money59.2%
Online bank transfer30.7%
Cash card, debit card18.7%
Settlement at convenience store11.9%
Postpay electronic money15.2%
Online electronic money8.8%
Settlement through service provider4.3%

Q5: In the future, when paying with electronic money, which would you like to use? (Sample size=1,006)

Can’t say27.7%

Q6: What do you think are the good points about postpay electronic case? (Sample size=272, postpay users, multiple answer)

Don’t need to fill up with cash before77.2%
Can get points, miles, other bonuses55.9%
Can pay at the end of the month all in one go54.8%
After usage the balance gets settled from my bank account52.6%
Don’t need to sign when paying40.4%

Q7: What are the important points if you were to, when you did select a postpay electronic money service? (Sample size=1,006, multiple answer)

Lots of places to use it70.8%
Can easily use33.6%
Can pay using mobile phone27.0%
Can use at online shops24.8%
Strength of the brand of the card issuer15.0%
Can spend just a small amount each time14.6%
Lots of card holders, members10.7%
Quick to get started with the service6.5%
Can spend a large amount each time5.0%
Can easily donate points, cash to charity2.2%

Q8: How satisfied are you with your smartphone’s support for electronic money payment systems? (Sample size=140, IC card-equipped smartphone users)

 AllNTT docomo
au by KDDI
Not particularly satisfied40.0%33.8%40.0%51.4%
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