Smartphone User Survey - 2018

A joint survey between MMDLabo Co., Ltd and COLOPL, Inc. regarding Smartphone users. The survey was conducted using Smartanswer, a Smartphone Internet Research Service, between the 31st of October~1st of November 2018, surveying 2,718 Men and Women.
*Summary*
1. Regarding Smartphone usage time, [2~3 hours] was the most picked answer (24.1%), followed by [3~4 hours] with 18.5%. 24.8% of people use a tablet for less than 30 mins whereas 18.1% said they use a tablet between 1~2 hours.

2. On average each day people send messages/mail via Career Mail 3 times, SMS 3.8 times and LINE 10.9 times

3. Regarding their smartphone, people are most satisfied with [Screen size, User friendliness, Image Quality]. As for Carriers, those using MNO's are most satisfied with [Data Communication Area, Communication Quality and Speed] whilst MVNO users picked [Monthly cost, Abundance of plans and Speed].

4. On average people have 21.6 installed Apps on their phone. The most popular ones are [Movie, Weather, Messaging Apps]

5. The most played games are [Tsum Tsum, Pokemon GO and Puzzle & Dragons]

6. In the past year, 47.4% said they have read an e-book/e-comic. Amongst those, 40.8% used a Subscription-based reading service.

7. 63.9% of Instagram users mentioned they check the App out every day

8. 81.3% of people use a smartphone when shopping online. The most used EC sites are Amazon, Rakuten and Yahoo! Shopping.

9. 21.4% of people said they started using some sort of a mobile cashless service this year. The most used services are Rakuten Edy, Rakuten Pay and LINE Pay.


1. Regarding Smartphone usage time, [2~3 hours] was the most picked answer (24.1%), followed by [3~4 hours] with 18.5%. 24.8% of people use a tablet for less than 30 mins whereas 18.1% said they use a tablet between 1~2 hours.

After asking 2,718 Men and Women between the ages of 15-59 about what devices that can connect to the Internet do they own (Multiple choice), Laptop came first (61.4%), TV was second (42.3%) and Tablet (Wi-Fi Model) third with 28.4%.


24.1% said they use their Smartphone between 2~3 hours. As for tablet, 24.8% said they use it for less than 30 mins.

Looking at the data by Gender/Age, the most common choice for Men aged 10~40 is 2~3 hours a day whilst for those in their 50's it is 1~2 hours. As for Women, the most common choice for Teenagers was [2~3 hours] and [3~4 hours], for those in their 20's [3~4 hours] and those in their 30's~50's picked [2~3 hours]. In addition, [Over 10 hours] managed to pass the 10% mark only with Teenage Women.

Following, when asking smartphone (n=2,718) and tablet (n=998) users regarding the place they tend to use their devices the most (Multiple Choice), 67.5% Smartphone users answered with [At the office, outside] and 84.7% said [At home]. 17.4% of Tablet users picked [At the office, outside] and 87.3% [At home].

2. Smartphone daily average use: Carrier e-mail 3 times, SMS 3.8 times, LINE 10.9 times

Carrier mail -57.5% of people said they don't send e-mails, instead 38.6% of people said that they send [1~10] e-mails a day. SMS - 56.8% of people said they don't send text messages, whilst 35.7% picked [1~10]. LINE - 54.9% said they send between 1~10 messages a day, [0 times] was picked by 15.2% and [11~20 times] was picked by 14.5% of people.

3. Regarding their smartphone, people are most satisfied with [Screen size (45.2%), User friendliness (40.2%) and Image Quality (32%)]. Regarding Carriers, those using MNO's are most satisfied with [Data Communication Area, Communication Quality and Speed] whilst MVNO users chose [Monthly cost, Abundance of plans and Speed].


As for Carriers, [None of the above] was picked the most (29.1%) out of any option, followed by [Monthly Cost] at 26.2%, [Data Communication Area] at 25.4% and [Quality and Stability] at 23.6%.

When looked at separately, [None of the above] was the most picked option by MNO users (33.2%). Followed by [Data Communication Area] at 29%, [Quality and Stability] at 26.9% and [Speed] at 22.5%. On the other hand 75% of MVNO users picked [Monthly cost] when asked about what they are most satisfied with regarding their current Carrier. The second most picked option was [Variety of plans] at 21.7% followed by [Data speed] at 16.1%.

4.The average amount of Apps installed is 21.6, the most popular ones being Movie Apps, Weather and Messaging Apps

18% of people said they have between 6~10 Apps installed on their phone, 16.1% answered with [11~15] and 15.7% said they have between 16~20 Apps installed. (Excluding pre-installed ones)

As for the Genre of Apps people have installed (Multiple choice), 63.5% picked Movie Apps, followed by Weather at 60.7% and Messaging Apps at 60.5%.
As for which Media service people are subscribed to (Multiple choice), Amazon Prime Video was the most picked option (18.6%) followed by Hulu (4%) and Netflix (3.4%).

Regarding which Music service people are subscribed to (Multiple choice), Amazon Music(Prime Music,Amazon Music Unlimited) was the most picked option (24.4%) followed by Apple Music (19.4%) and Spotify (18.5%). *Only Subscription based Music services are included in the list of options. YouTube was not included as it contains Videos.

5.Tsum Tsum, Pokemon GO and Puzzle & Dragons are the Top 3 most played games amongst people

After asking those who said they have installed [Game Apps] on the previous question regarding which games they play (Multiple choice), [LINE Disney Tsum Tsum] was the most common choice with 14.2%, followed by [Pokemon GO] at 11.2% and [Puzzle & Dragons] at 8.2%.

6.In the past year, 47.4% of people said they have an e-book/e-comic. Amongst those, 40.8% used a Subscription-based reading service.

Regarding which device people use to read online (Multiple choice), Smartphone was the most picked answer at 41.2% with Tablet at 14.2%.
Next we asked people about which All-you-can-read subscription service they have used in the past 1 year (Multiple choice). [dmagazine] was the most picked one with 10%, followed by [Kindle Unlimited] with 7.8% and [Rakuten Magazine] with 7.1%.

7.63.9% of Instagram users said they use the App [Almost every day]

Amongst the Messaging Apps that people use (Multiple choice), LINE was the most picked option (92.9%), followed by Twitter (56.2%), Instagram (38.8%), Facebook (35%) and Messenger (11%).

Following, we asked Instagram users about how often they post photos/videos on Instagram as well as how often they browse or take photos/videos through the App. The most picked answer in the Browsing section was [Almost every day] whereas the most picked one in the Submission and Photography section was [I don't do that on Instagram].

Next we asked people who said they have Social Media, Messaging or Movie Apps Installed (Multiple choice) regarding the platform they watch Videos on (Free). YouTube was overwhelmingly on top (89.6%), followed by LINE (33.9%) and Twitter (29.8%).

8.Smartphone is the most used device when shopping online (81.3%). The most used websites by people for shopping are Amazon, Rakuten and Yahoo! Shopping

The second most picked option after Smartphone was PC (38.2%) followed by Tablet at 12%. (Multiple choice)

Regarding often used Websites/Apps when shopping Online, Amazon was the most picked option (75%), followed by Rakuten (53.6%) and Yahoo! Shopping (28.8%).
Next we asked people who shop online on their Smartphone about the types of products they have purchased this year (2018) (Multiple choice). [Clothing,Accessories] was the most picked answer (42.3%), followed by [Books,Manga] which received 34% and [Food,Beverages,Alcohol] at 33.3%.

9.21.4% of people said they started using some sort of a mobile cashless service this year. Amongst those, the most used services are [Rakuten Edy, Rakuten Pay and LINE Pay]

21.4% of people surveyed said there is a Mobile Payment service they started using this year. After asking those 21.4% (n=582) regarding which service they are using, [Rakuten Edy] received the most picks (19.1%), followed by [Rakuten Pay] with 15.6% and [LINE Pay] with 13.9%.


*Percentage display in this survey report is rounded off to the nearest whole number and may not always be 100% in total. *You can confirm the respondents' attributes (Occupation, Gender etc.) after member registration.
Survey Summary
Survey Period : October 31st 2018~November 1st 2018
Target Group:2,718 people
Type of Survey:Online Survey
Age:Men and Women aged between 15~69
Number of questions : 52

Questions
Q1.Which of the following devices that can connect to the Internet (excl. smartphone) do you currently own?
Q2.What do you connect your devices to when you are at home?
Q3.Which tablet are you currently using?
Q4.Where do you tend to use your tablet the most?
Q5.Weekly Tablet Usage
Q6.Which Carrier do you use on your Tablet?
Q7.Where did you purchase your tablet from?
Q8.Which Carrier do you use on your Smartphone?
Q9.How much data do you use each month and which of the following plans (GB) are you using?
Q10.What is the OS of the smartphone you are currently using?
Q11.Currently used iPhone
Q12.Currently used Android phone
Q13.[Smartphone] Time of purchase
Q14.[Smartphone] Place of purchase
Q15.Things satisfied with on current smartphone.
Q16.Things satisfied with about current Carrier.
Q17.What will you do when the time to renew your contract comes?
Q18.Where do you tend to use your phone the most?
Q19.Have you heard of Kakuyasu SIM? (MVNO Service)
Q20.What is the reason you won't consider using a Kakuyasu SIM
Q21.Information sources that led to your choice in Q8.
Q22.What was the deciding factor that led to you picking the answer you did in Q8?
Q23.How did you apply for your current Kakuyasu SIM?
Q24.Daily Smartphone Usage
Q25.How many times a day do you send e-mails from your smartphone?
Q26.On average, how long do you talk on your smartphone each day? (Incl. Apps from which it is possible to make calls)
Q27.In the past year how many books/manga/magazines have you read? (Paper only)
Q28.In the past year which device have you used to read e-books/e-comics?
Q29.In the past year how many e-books/e-comics did you read?
Q30.To those who answered that they have read e-books/e-comics, which of the following e-book stores/Apps have you used?
Q31.Those who said that they have read e-books/e-comics, which of the services below you have used?
Q32.Which of the following items have you linked with your smartphone?
Q33.How many Apps do you currently have installed on your phone? (Excl. those pre-installed at the time of purchase)
Q34.What type of Apps do you currently have installed on your phone? (Incl. pre-installed Apps)
Q35.Which of the following Apps have you spend money on in the past year? Q36.Top 3 most used Apps.
Q37.Which of the following games are you currently playing?
Q38.Which of the following Music Apps are you currently using?
Q39.Which of the following Apps are you currently using to watch videos on? (Free) Pick all that apply.
Q40.Which of the following subscription-based streaming media services are you currently using?
Q41.Which of the following Social Media-Messaging Apps are you currently using?
Q42.Those who picked Instagram on Q41, how often do you browse, post or take photos/videos on Instagram?
Q43.Those who picked TikTok on Q41, how often do you browse, post or take photos/videos on TikTok?
Q44.Devices used when watching videos/movies online.
Q45.Devices used when shopping Online?
Q46 How often do you use the following devices when shopping Online?
Q4.Often used Websites/Apps when shopping Online.
Q48.Items purchased on Smartphone during 2018.
Q49.Currently used Mobile Payment Services. Please answer in regards to using it to purchase something at the store, not online etc.
Q50.Which of the following Mobile Payment Services did you start using this year?
Q51.Current situation regarding Smart Speakers
Q52.Currently used Smart Speakers.

*You can download the data via the link below (Free)

Smartanswer http://smartanswer.colopl-research.jp/
Operating Company:COLOPL, Inc. http://colopl.co.jp/
Address :Yebisu Garden Place Tower 11F
4-20-3 Ebisu, Shibuya-ku, Tokyo 150-6011, Japan
(For enquiries regarding the survey)
Source:MMDLabo https://mmdlabo.jp/
Person In Charge:Petar,Senoo
Contact Information:03-6451-4414
mmd_info@mail.mmdlabo.co.jp
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