Mobile Survey on Subway Advertising
The folks at Mobile Researh conducted a survey on the “effectiveness of advertisement on the train” showing 70% action rate.
Not such a shock considering the key-word search approach, as documented – with photos – in the latter half, under the so-called “QR Rev. 2”, of Our Standard 2009 Presentation Here.
Machine Translation: [JPN]
Investigation of actual conditions concerning advertising effectiveness of advertisement in train(2)
The case where action rate by advertisement in – train is 70 percent?～
What kind of person is the person who concretely memorizes the advertisement in – train?～
In develops mobile research (http://www.mobile-research.jp/), the questionnaire of “Realities concerning the advertising effectiveness of the advertisement in the train” is executed by a mobile research (Internet research by the cellular phone). The answer of the cellular phone user of 1146 men and women of “20 years old – 49 years old” to take either of “JR Yamanote line”, “JR Chuou Line” or “Tokyo Metro Ginza line” train once or more during the week was totaled by one capital three prefecture (Tokyo, Kanagawa Prefecture, Chiba Prefecture, and Saitama Prefecture) living.
Useful, by marketing scenes of the investigation of the theme with high concern of the world and the investigation, etc. that can foretell the trend in the future various information will be at the right time offered by a mobile research in the future. Moreover, it is a mobile marketing information portal site as for the result of the survey this time.
When the one that remains most in impressions is heard by the free answer form for the period from Monday, November 30 to Wednesday, December 2 among the advertisements seen in the train of “JR Yamanote line”, “JR Chuou Line”, and “Tokyo Metro Ginza line”, 49 of 1146. The respondent of 31.2% enumerated “Concrete brand name and brand” by the respondent of 7%, and answered, and “(“Advertisement of the chewing gum”, “Hung about the weekly magazine”, and “Advertisement of carrying. ” etc.) abstract expression” was filled in, and answered by the respondent of 19.1%, “It did not understand and did not remember”. These respondents were analyzed thereafter separately for three groups of ‘Concrete’, ‘Abstract’, and ‘Negative’. Moreover, 159 people who hit 27.9% of 570 who enumerated “Concrete brand name” were enumerating “Concrete brand name that was able to be bought in the station stall and the convenience store, etc.”, and ‘Thing that was able to be bought soon’ group and 987 all remaining respondents were analyzed with this as ‘Others’ group thereafter.
– The case where action rate by advertisement in train is 70 percent?
There were as a whole a lot of “It was thought that it went to the shop to see in the commodity (Went to see)” in 21.0% except 46.0% of “Especially, anything was not going to be done (Did not do)” when “What action did you take by the advertisement in the train that had remained most in impressions for periods?” had been asked to all respondents by the two or more answer form. “It was thought that the commodity was bought (Bought it)” continues, and hereafter, “The commodity was going to be examined on the net of PC (Examined it)” continued 16.3% and “It was thought that the commodity was spoken to someone (Spoke)” continues with 8.5% by 9.4%. In each group, it became a result that “It was thought that it went to the shop to see in the commodity (Went to see)” was 35.2%14.2 points higher than the whole, and “It was thought that the commodity was bought (Bought it)” was 26.4%10.1 points higher than the whole in the group that enumerated ‘Thing that was able to be bought soon’. Moreover, it became a result that “Especially, anything was not going to be done (Did not do)” was 29.6%16.4 points lower than the whole, and 70 percent of the respondent who had enumerated “Concrete brand name that was able to be bought in the station stall and the convenience store, etc.” did some actions in this group.
– What kind of person is the person who concretely memorizes the advertisement in the train?
“Applied” answered as a whole, and when the question of a general advertisement “Do you want to come in contact the advertisement with the advantage for me positively?” was heard by the single answer form, “Applied a little” answered 36.1% and total of respondent of 83.1% answered by 47.0%, “Apply (total)”. The respondent who answered in a woman in one’s forties, “Applied (total)” was 89.9% that was 6.8 points higher than the whole when separately comparing it at the character age. Moreover, when having compared it according to the advertisement that remained most in impressions, “Apply (total)” of ‘Negative’ group was 73.5% that was 9.6 points lower than the whole while “Applied (total)” of ‘Concrete’ group was 86.0%.
“Applied” answered as a whole, and when the question “Were you sensitive to the fashion?” was continuously heard by the single answer form, “Applied a little” answered 10.4% and total of respondent of 52.5% answered by 42.1%, “Apply (total)”. When having compared it according to the advertisement that remained in the impression, a big difference of ten points or more was seen most by 44.7% and both as for “Apply (total)” of ‘Negative’ group while “Apply (total)” of ‘Concrete’ group was 55.3%. Moreover, “Apply (total)” was 6.0 points higher than 58.5% and the whole in ‘Thing that was able to be bought soon’ group.
When “Does it have familiarity easily?” of advertising whole in the car in the train was heard by the single answer form, the respondent of 64.4% answered as a whole (total of 46.9% of 17.5% of “Applied” and “Apply a little”), “Apply (total)”. The respondent of 84.3% whose woman’s in one’s forties ratio answered by going up of both ages in the man woman, “Applied (total)” was high, and 19.9 points higher than the whole answered if it separately compared it at the character age, “Apply (total)”. Moreover, it was 49.8% whose as many as 14.6 points are lower than the whole in ‘Negative’ group while ‘Concrete’ group was 68.7% in “Applied (total)” that was 4.3 points higher than the whole when having compared it according to the advertisement that remained most in impressions.
When “Is the transportation advertising comprehensible and understood easily?” was continuously heard by the single answer form, the respondent of 63.7% answered as a whole (total of 49.1% of 14.6% of “Applied” and “Apply a little”), “Apply (total)”. The respondent of 77.5% whose woman’s in one’s forties ratio answered as both ages went up here in the man and woman if it separately compared it at the character age, “Apply (total)” was high, and 13.8 points higher than the whole answered, “Applied (total)”. Moreover, it was 44.3% whose as many as 19.4 points are lower than the whole in ‘Negative’ group while ‘Concrete’ group was 68.8% in “Applied (total)” that was 5.1 points higher than the whole when having compared it according to the advertisement that remained most in impressions.
– Outline of investigation(closed investigation)
– The investigation object: It is one capital three prefecture (Tokyo, Kanagawa Prefecture, Chiba Prefecture, and Saitama Prefecture) living, and “JR Yamanote line. “. once or more during the week”JR Chuou Line” Cellular phone user of 1146 men and women of “20 years old – 49 years old” to take either of train of “Tokyo Metro Ginza line”
– Investigation period: December 2nd – December 16th
– Number of answer samples: 1146 people(respondent career breakdown: NTT DoCoMo 59.2% and au 31.0% and Softbank 9.8%