A recent survey from goo Research into electronic money used a rather narrow demographic of young male salarymen to produce its results.
Demographics
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)
| |
All |
Thirties
N=506 |
Forties
N=500 |
| Aware of gathering points |
76.2% |
80.4% |
72.0% |
| Not really aware |
21.0% |
16.6% |
25.4% |
| Not aware at all |
2.8% |
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)
| |
All |
Thirties
N=506 |
Forties
N=500 |
| Want to be aware of gathering points |
79.6% |
83.0% |
76.2% |
| Don’t plan to be really aware |
18.8% |
15.2% |
22.4% |
| Don’t plan to be aware at all |
1.6% |
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 change |
62.5% |
| Can pay quickly, simply, easily |
53.9% |
| Can save points, miles, get special discounts, etc |
48.1% |
| Can pay by mobile phone |
39.7% |
| Can shop easily at my usual shops |
33.0% |
| No worries about carrying cash, can use tricks to manage my money |
28.8% |
| Can carry fewer cards |
11.9% |
| It’s just smart and cool to shop the trendy way |
4.5% |
| Other |
0.5% |
| Don’t really feel any particular merits |
7.6% |
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 money |
59.2% |
| Online bank transfer |
30.7% |
| Cash card, debit card |
18.7% |
| Settlement at convenience store |
11.9% |
| Postpay electronic money |
15.2% |
| Online electronic money |
8.8% |
| Settlement through service provider |
4.3% |
Q5: In the future, when paying with electronic money, which would you like to use? (Sample size=1,006)
| Postpay |
27.0% |
| Can’t say |
27.7% |
| Prepay |
45.2% |
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 before |
77.2% |
| Can get points, miles, other bonuses |
55.9% |
| Can pay at the end of the month all in one go |
54.8% |
| After usage the balance gets settled from my bank account |
52.6% |
| Don’t need to sign when paying |
40.4% |
| Other |
0.7% |
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 it |
70.8% |
| Can easily use |
33.6% |
| Can pay using mobile phone |
27.0% |
| Can use at online shops |
24.8% |
| Strength of the brand of the card issuer |
15.0% |
| Can spend just a small amount each time |
14.6% |
| Lots of card holders, members |
10.7% |
| Quick to get started with the service |
6.5% |
| Can spend a large amount each time |
5.0% |
| Can easily donate points, cash to charity |
2.2% |
| Other |
3.0% |
Q8: How satisfied are you with your smartphone’s support for electronic money payment systems? (Sample size=140, IC card-equipped smartphone users)
| |
All |
NTT docomo
N=68 |
au by KDDI
N=35 |
SoftBank
N37 |
| Satisfied |
60.0% |
66.2% |
60.0% |
48.6% |
| Not particularly satisfied |
40.0% |
33.8% |
40.0% |
51.4% |
A recent survey from goo Research into electronic money used a rather narrow demographic of young male salarymen to produce its results.
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