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Nepro Japan recently conducted this survey focused on Japanese cell phone users new handset upgrade feature priorities. The questionnaire returned 3,817 valid responses and indicated demographics show 56% of the sample was female, 3% in their teens, 35% in their twenties, 43% in their thirties, and 19% aged forty or older. Some interesting rather results after the jump.
Research Results via What Japan Thinks:
Q1: Since the new summer 2007 models have been announced, have you thought of upgrading your phone?
Yes, already upgraded 8%
Yes, have definite upgrade plan 8%
Yes, currently looking at whatâ€™s available 30%
No plans to upgrade 54%
Q2: When do you most feel the need to upgrade your mobile phone?
When my current phone gets old 50%
When Iâ€™ve saved up a lot of points 12%
When new models come out 11%
When thereâ€™s discounts, price cuts 8%
When I get a bonus, have spare cash 3%
When new payment plans are introduced 1%
On my birthday, other anniversary 1%
No particular reason 7%
Q3: About how much on average do you spend when upgrading your mobile phone?
Less than 5,000 yen 21%
5,000 to 9,999 yen 27%
10,000 to 14,999 yen 22%
15,000 to 19,999 yen 14%
20,000 to 24,999 yen 6%
25,000 to 29,999 yen 5%
30,000 to 34,999 yen 2%
35,000 to 39,999 yen 1%
40,000 yen or more 1%
Never upgraded my phone 1%
Q4: From the following list of features, select the ones youâ€™d like to use, regardless of whether or not your current carrier supports the feature.
Utahodai, unlimited music download 38%
Windows Mobile 35%
Motion sensing games 32%
Mega-games (1 megabyte-class games) 23%
Full browser 23%
Digital radio 20%
Two in one (two numbers, mail addresses) 15%
None in particular 25%
Q5: Excluding basic functionality such as voice and email, which of the following mobile phone features on your current phone are you satisifed with.
Camera functions 45%
Music features 35%
Size, weight 35%
Web browsing 27%
Ease of use 25%
One seg digital terrestrial television 17%
Connection speed 16%
Nothing in particular 20%
Some sage advise when entering new turf; Stop, Look and Listen.. it’s also good to secure a local guide. Japan is the cradle of mobile civilization – we have been dedicated to this space since 2001 – trust our archives here offer some useful material.
Domestic activities continue to set the pace, and sharp players are looking at global markets. We have hard-earned industry expertise and trusted network of contacts with access to advanced intell. and potential deal flow. Need a lift.. Ok, buckle-up!