Japanese Mobile Market User Needs and Trends, 2008

Publication Date	June 2008
Publisher	Research on Asia
Product Type	Report
Pages	35
ISBN Number	not applicable
Product Code	ROA00033

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Summary

The report, Japanese Mobile Market User Needs and Trends, 2008 is based on a user survey analyzed by ROA Group, and examines the differences between 4 user groups identified as Simple Users, Benefit Oriented Users, Free Entertainment Users and Multitask Users, including 1,267 men and women in their 10s to 60s, evenly divided by age and gender. In the overall analysis, we found out that new mobile services, such as social networking services (SNS), mobile shopping and mobile coupon usage is increasing in Japan, opening new opportunities for mobile advertising.

SNS usage on mobile handsets was found to be the highest in the Free Entertainment User group that consists mostly of students between 10 to 20 years old, and who pay JPY 8,000 - 15,000 a month for mobile services. The mobile SNS usage was the lowest among the Simple Users, most of whom are housewives and office workers in their 50s to 60s and use JPY 5,000 or less a month for mobile services. These users prefer PC for SNS and online shopping.
Mobile shopping and mobile coupon usage was found to be the highest among the Benefit Oriented User group, evenly divided between both men and women in their 10s to 30s, most of them students and office workers who spend JPY 5,000 - 10,000 a month for mobile services.

The survey also found differences in the usage of mobile games and eBook among the users. The survey was conducted during January 25-31, 2008, targeting users who are registered as monitoring customers of Livedoor Japan.

Content

I. Executive Summary
- 1-1. Guideline
- 1-2. Analysis Process & Method
- 1-3. Analysis Tool
II. Japanese Mobile Market Trends in 2008
- 2-1. Mobile Market Environment
- 2-2. Main Events in the Market
- 2-3. Trends by Category
- 2-3-1. Communication
- 2-3-2. Information
- 2-3-3. Entertainment
- 2-3-4. Community
- 2-3-5. Shopping
- 2-3-6. Finance
III. Mobile Handset Usage Analysis
- 3-1. End User Survey Overview
- 3-2. Market Segmentation
- 3-3. Simple User Group
- 3-4. Benefit Oriented User Group
- 3-5. Free Entertainment User Group
- 3-6. Multitask User Group
List of Tables and Figures
- Table 1. Mobile Users (as of December 2007)
- Table 2. Trends by Category
- Figure 1. Movements of Mobile Carriers in 2007 and 2008
- Figure 2. Pictograph Comparison of 3 Carriers
- Figure 3. E-mail Market Growth (2004-2006)
- Figure 4. SoftBank TV Call Image
- Figure 5. Mobile Commerce Market Growth (2003-2006)
- Figure 6. Respondents by Age and Gender
- Figure 7. Respondents by Occupation
- Figure 8. Four User Groups by Amount Spent on Mobile Services
- Figure 9. Simple Users by Gender
- Figure 10. Simple Users by Occupation
- Figure 11. Simple Users by Subscription
- Figure 12. Simple Users by Carrier
- Figure 13. Simple Users by Data Flat-Rate
- Figure 14. Simple Users by SNS and Device
- Figure 15. Simple Users by Online Shopping and Device
- Figure 16. Simple Users by eBook and Device
- Figure 17. Benefit Oriented Users by Gender
- Figure 18. Benefit Oriented Users by Occupation
- Figure 19. Benefit Oriented Users by Ad Usage
- Figure 20. Amount Used on Mobile Shopping
- Figure 21. Users by Place of Usage
- Figure 22. Mobile Payment Experience
- Figure 23. Intention to Use 1-Seg Data
- Figure 24. Free Entertainment Users by Gender
- Figure 25. Free Entertainment Users by Occupation
- Figure 26. Money Spent on eBook
- Figure 27. Genre of eBooks
- Figure 28. Place Where Users Read eBooks
- Figure 29. SNS Usage and Frequency
- Figure 30. Game Playing
- Figure 31. Future Intention to Play Games
- Figure 32. Handset's 1-Seg Compatibility
- Figure 33. GPS Usage
- Figure 34. Mobile Payment Usage
- Figure 35. Multitask Users by Gender
- Figure 36. Multitask Users by Occupation
- Figure 37. Multitask Users by Mobile Carrier
- Figure 38. New Handset Purchase Frequency
- Figure 39. Intention to Buy Smartphone
- Figure 40. Mobile Search Usage and Frequency of Use
- Figure 41. Game Usage of Multitask Users
- Figure 42. eBook Usage of Multitask Users
- Figure 43. SNS Usage of Multitask Users