Press Release

80% of Fixed-Rate Packet Service Users Access Mobile Websites at Least Once A Week, Double The Percentage for Non-Users of Such Fixed-Rate Services
Publication of "Mobile 2005 Edition"

March 4, 2005

Video Research Ltd. (Head Office in Tokyo; President and CEO: Tsuyoshi Takeuchi) has published the “Mobile 2005 Edition”, summarizing a survey on real uses of cellular phones and personal handyphone systems.

This report, based on the theme of mobile phones as a medium, aims to provide a detailed profile of cellphone/PHS users. It is intended as a basic reference and support tool for mobile marketing.

The latest report covers “hours for utilizing calling, mail, and Internet functions of mobile phones,” “degree of recognition and utilization of mobile phone sites” and other areas, just as “Mobile 2004 Edition” did. It also expands the survey to include details of mobile phone users’ response to new mobile phone functions and services, including the fixed-rate packet service, two-dimensional barcode and wallet service.

Findings

  • Out of all cellphone/PHS owners, 87% utilize the mail function and 44% utilize the Internet function (at least once a week). Fixed-rate packet service users utilize the two functions more frequently. In particular, 82% of these users utilize the Internet function, double the percentage for other mobile phone users (42%).
  • The mail function is utilized frequently in the morning (8-9 a.m.), the midday (12-1 p.m.) and the evening and late night (5-10 p.m.).
  • Out of all Internet function users, 45% access mobile websites based on information from other media including television and radio. This indicates that information from media other than mobile phones plays a role in prompting mobile phone owners to access mobile phone websites. Among such media, magazines are used by 16%, a relatively high percentage, meaning that magazines have high affinity with mobile phones.

"Mobile 2005 Edition"

Two reports

  • "Report on Real Mobile Phone Uses" (121 A4-size pages)
  • "Report on Mobile Phone Website Profiles" (50 A4-size pages)
    With statistical application software

 

Findings

Utilization Rate for Cellphone/PHS Functions (percentage of people utilizing such functions at least once a week) as surveyed through diary questionnaires

Out of all cellphone/PHS owners, 87% utilize the mail function and 44% utilize the Internet function (at least once a week). Fixed-rate packet service users utilize the two functions more frequently. In particular, 82% of these users utilize the Internet function, double the percentage for other mobile phone users (42%).

Utilization Rate for Cellphone/PHS Functions (percentage of people utilizing such functions at least once a week) as surveyed through diary questionnaires

* ( ) indicates the result of last year

 

Hours for Utilization of Mail Function (percentage of people utilizing this function in each weekday time zone) as surveyed through diary questionnaires.

The mail function is utilized frequently in the morning (8-9 a.m.), the midday (12-1 p.m.) and the evening and late night (5-10 p.m.).

Hours for Utilization of Mail Function (percentage of people utilizing this function in each weekday time zone) as surveyed through diary questionnaires.

 

Accessing Mobile Websites (within a year)
Based on Information from Media Other Than Mobile Phones

Out of all Internet function users, 45% access mobile websites based on information from other media including television and radio. This indicates that information from media other than mobile phones plays a role in prompting mobile phone owners to access mobile websites. Among such media, magazines are used by 16%, a relatively high percentage, meaning that magazines have high affinity with mobile phones.

Accessing Mobile Websites (within a year) Based on Information from Media Other Than Mobile Phones

N=666 (Internet function users)

Outline of Survey

Method: Mail survey
Sample:

Cellphone/PHS-owning men and women aged between 12 and 59 (excluding elementary school pupils) living in Tokyo and the three neighboring prefectures.
*Sampled using candidates from the Video Research-owned panel (26,500 people).

Number of people surveyed: 1,500
*1,076 respondents (71.7% of the total number)
Survey period: December 6 (Monday) through December 12 (Sunday), 2004

 

Topics Surveyed

Topics Surveyed