By Ken Y-N ( September 8, 2012 at 02:20)
? Filed under Mobile, Polls, Society
MMD (Mobile Marketing Data) Laboratory recently conducted a survey into smartphone usage and purchasing awareness amongst seniors.
Demographics
Over the 8th and 9th of August 2012 884 people completed an internet-based questionnaire, although there was no details on how the sample was selected. 37.4% were aged between 60 and 64, 37.4% between 65 and 69, and 25.1% aged 70 or older. No sex information was given.
A lot of the answers here indicate more awareness of technical features than I expected, but perhaps either don?t knows were eliminated (some of the numbers in Q2, for instance, didn?t agree with the printed bars) or there was detailed explanations about each of the features.
Research results
Q1: Which mobile carrier and what type of mobile phone do you have? (Sample size=884)
| ? | Feature phone
(to SQ2) | Smartphone
(to SQ1) |
| Docomo | 34.0% | 4.1% |
| au | 25.3% | 1.9% |
| SoftBank | 15.0% | 4.4% |
| Other | 1.5% | 0.7% |
| Don?t have either | 13.0% | ? |
Q1SQ1: What made you decide to buy a smartphone? (Sample size=98, multiple answer)
| There were smartphone features, apps I wanted to use | 36.7% |
| A maker, brand I liked released a smartphone | 18.4% |
| Family, friends, others around me had smartphones | 17.3% |
| My feature phone was getting old | 16.3% |
| Often heard about smartphones on TV, newspapers, magazines, etc | 16.3% |
| Smartphones seemed easy to use | 16.3% |
| It came time to change my existing phone | 15.3% |
| The discount contract for my feature phone finished | 12.2% |
| Could buy a smartphone cheaply through a promotion, etc | 11.2% |
| I?d saved up a lot of mobile phone company points | 6.1% |
| My existing phone had become difficult to use | 5.1% |
| My existing phone got broken | 4.1% |
| The shop recommended I get a smartphone | 1.0% |
| Other | 11.2% |
Q1SQ2: Do you want to buy a smartphone? (Sample size=786)
| Really want to buy | 7.8% |
| Want to buy a little | 25.1% |
| Can?t say either way | 25.8% |
| Don?t really want to buy (to SQ3) | 24.6% |
| Don?t want to buy at all (to SQ3) | 16.8% |
Q1SQ3: Why don?t you want to buy a smartphone? (Sample size=325, multiple answer)
| I don?t need a smartphone | 54.8% |
| Monthly fees are expensive | 44.0% |
| Handset prices are expensive | 32.6% |
| I only need a phone for talk | 32.0% |
| I?m satisfied with my current phone | 31.7% |
| Smartphones have too many unnecessary features | 23.1% |
| I probably couldn?t get the hang of smartphones | 12.0% |
| Don?t know what?s so good about smartphones | 11.4% |
| Smartphones seem difficult to use | 9.2% |
| There?s no smartphones I want | 2.2% |
| Don?t really know | 5.5% |
| Other | 2.8% |
Q2: How important are each of the following handset features when buying (when you bought) a smartphone? (Sample size=884, multiple answer)
| ? | Important | Somewhat important | Neither | Somewhat unimportant | Unimportant |
| Handset size | 28.5% | 55.0% | 14.3% | 1.1% | 1.1% |
| Screen size | 48.9% | 45.2% | 5.6% | 0.0% | 0.3% |
| Font size | 39.0% | 44.1% | 16.0% | 0.0% | 0.9% |
| Handset weight | 37.4% | 46.9% | 14.6% | 0.6% | 0.5% |
| Battery life | 65.4% | 27.2% | 6.9% | 0.0% | 0.5% |
| Ease of use | 62.6% | 32.6% | 4.5% | 0.3% | 0.0% |
| Ease of inputing text | 61.0% | 32.9% | 5.6% | 0.0% | 0.5% |
| Display quality | 53.7% | 37.4% | 8.4% | 0.0% | 0.5% |
| Solidness | 39.3% | 44.1% | 16.0% | 0.0% | 0.6% |
| Sound quality | 25.6% | 41.6% | 29.2% | 0.3% | 3.3% |
| Design | 19.7% | 40.7% | 34.8% | 1.1% | 3.7% |
| Start-up speed | 45.2% | 41.0% | 12.1% | 0.0% | 0.7% |
| Memory size | 40.2% | 40.4% | 18.3% | 0.0% | 1.1% |
| Camera quality | 35.7% | 38.8% | 21.1% | 0.8% | 3.6% |
| OS | 28.4% | 41.0% | 28.4% | 0.8% | 1.4% |
| Waterproofing | 25.3% | 47.0% | 25.0% | 1.4% | 1.3% |
Q3: How important are each of the following carrier features when buying (when you bought) a smartphone? (Sample size=884, multiple answer)
| ? | Important | Somewhat important | Neither | Somewhat unimportant | Unimportant |
| Good signal quality | 57.6% | 33.4% | 8.4% | 0.6% | 0.0% |
| Wide service area | 57.3% | 33.1% | 8.7% | 0.8% | 0.1% |
| Handset cheapness | 63.5% | 26.4% | 8.7% | 1.4% | 0.0% |
| Monthly charges cheapness | 71.3% | 21.9% | 5.9% | 0.8% | 0.1% |
| Understandability of fees, plan | 59.6% | 32.9% | 7.0% | 0.6% | 0.0% |
| Mobile carrier | 33.7% | 36.0% | 26.7% | 2.5% | 1.1% |
| Sufficient aftercare | 49.4% | 37.1% | 12.6% | 0.6% | 0.1% |
Q4: Are you aware of the senior-oriented ?Raku-raku Smartphone?? (Sample size=884)
| Know of it | 55.7% |
| Don?t know of it | 44.3% |
Read more on: mmd laboratory,senior,smartphone
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