Demographics
Few demographics were presented; just that over the 18th and 19th of December 2012 670 smartphone using members of the MMD monitor panel completed a private internet-based questionnaire. The sample was aged between 20 and 59 years old.
When I initially read this survey, I was surprised to see email not featured anywhere, but finally I noticed that it was considered a built-in function. What I would really like to learn, though, is what people use for their main email provider; is it their carrier?s functionality or do they choose GMail or other third-party providers?
Research results
Read more on: facebook,line,mmd,smartphone,snsQ1: When did you buy the smartphone you currently use? (Sample size=670)
Between October and December 2012 15.2% Between July and September 2012 18.5% Between April and June 2012 12.8% Between January and March 2012 11.5% Between October and December 2011 14.5% Between July and September 2011 11.3% June 2011 or earlier 14.0% Don?t remember 2.1% The top three model ranges were the iPhone with 37.0%, Xperia with 11.3% and AQUOS PHONE with 11.0%.
When asked about how a smartphone has changed their lifestyle, the top three answers were that 62.5% said their internet browsing time has increased, 35.1% reported that they took more photos, and 23.0% played more games.
When asked if they had paid for an app within the last month, 29.3% reported they had; by sex it was 36.6% of the males and 21.7% of the females.
Q2: What genres of apps do you regularly use? (Sample size=670, multiple answer)
? This survey
December 2012Previous survey
July 2012Weather 56.7% 57.9% SNS 50.7% 51.3% Free voice calls, chat 40.0% 28.4% Navigation 35.2% 33.6% Game 32.6% 32.2% News 30.8% 27.6% Utility 27.5% 31.6% Work productivity 27.4% 22.5% Photo, video 26.1% 19.7% Lifestyle 25.4% 29.4% Dictionary 18.5% 19.7% Catalogue 14.3% 12.3% Health care, fitness 13.1% 11.7% Music 11.8% 13.5% Business 11.6% 8.9% Travel 11.5% 14.9% Finance 10.5% 12.9% Electronic book, magazine 10.2% 9.7% Education 9.5% 8.5% Entertainment 8.7% 7.4% Sport 6.7% 8.5% Medical 3.9% 3.6% Other 3.0% 5.0% Q3: What application do you use the most? (Sample size=670, free answer, top 20)
LINE 16.2% 12.6% 4.6% Weather News 3.2% Yahoo! 3.0% Evernote 2.1% Jorte (calendar) 1.7% GREE 1.4% Cookpad 1.4% McDonalds 1.4% Norikae Annai (train route info) 1.3% Dropbox 1.0% LINE POP 1.0% mixi 0.8% Mobage 0.8% Safari 0.8% twicca (Twitter) 0.8% YouTube 0.8% Twipple (Twitter) 0.8% Ameba 0.6% Q4: How often do you use smartphone coupons (eg McDonalds smartphone coupons, LINE coupons)? (Sample size=670)
Often use 21.0% Sometimes use 33.4% Don?t really use 14.9% Never used 30.6% Q5: What is/was important when choosing a smartphone? (Sample size=670, multiple answer)
? Important Somewhat important Can?t say Not really important Unimportant Handset size 20.3% 45.4% 26.3% 7.0% 1.0% Display size 22.5% 45.1% 24.9% 6.4% 1.0% Font size 11.8% 31.6% 38.7% 14.0% 3.9% Handset weight 16.0% 43.0% 31.5% 8.2% 1.3% Battery life 31.9% 37.8% 24.3% 5.2% 0.7% Ease of use 33.0% 38.5% 24.8% 3.4% 0.3% Ease of text input 24.9% 40.3% 29.4% 4.8% 0.6% Screen quality 25.1% 44.6% 25.8% 4.0% 0.4% Voice call quality 18.2% 39.7% 35.5% 6.1% 0.4% Audio quality 16.1% 36.0% 36.4% 9.4% 2.1% Sturdiness 15.2% 35.4% 42.7% 5.8% 0.9% Design 31.6% 39.9% 23.6% 4.0% 0.9% Boot-up speed 26.3% 38.5% 29.4% 4.8% 1.0% Memory capacity 24.8% 39.0% 29.9% 5.2% 1.2% Camera functions 19.7% 36.4% 34.2% 7.8% 1.9% Operating system 24.0% 33.1% 36.6% 4.9% 1.3% Waterproofing 14.8% 28.5% 41.3% 10.6% 4.8% Regarding use of built-in functions, the top three were 91.9% using email, 90.7% internet, and 79.8% voice calls, for both male and female. One difference in the sexes were 73.5% of men using GPS, and 84.6% of women using camera, although the comparative data is not offered.
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