INTAGE Inc. (corporate headquarters: Nishi-Tokyo; president and CEO: Norio Taori), in cooperation with group affiliates INTAGE Marketing Consulting (Shanghai) Co., Ltd. (offices: Shanghai; Director and General Manager Ikuo Takahashi) and INTAGE Interactive Inc. (offices: Higashikurume-shi, Tokyo; President Takahiro Nagasaki), recently conducted an Internet survey on the circumstances of mobile telephone use in Japan and China. The research targeted mobile telephone subscribers in both countries.

 

Survey targets were Yahoo! Research product and service monitors in Japan and INTAGE Marketing Consulting (Shanghai) Internet monitors in Shanghai age 20 to 29. Responses were obtained from 1,114 monitors in Japan and 500 monitors in Shanghai.

 

The findings of the survey indicate that although mobile telephone use became widespread in Japan earlier than in Shanghai, the average number of phone calls and e-mails per day is higher in Shanghai than in Japan.

 

The average number of mobile phone calls (outgoing calls) per day was 2.0 in Japan and 4.9 in Shanghai. The findings revealed that while in both Japan and China the other party to phone conversations (multiple answer) is frequently someone close such as a Friend or Lover, a higher percentage of respondents in Shanghai (71%) than in Japan (44%) reported conversations with Business associates. Whereas in China the most frequent topic of conversation is Work (80%), in Japan Meeting up with people (66%) and Invitations for recreation (55%) topped the list. People in Shanghai reported a wider variety of topics than those in Japan, including Work (58%) and popular Jokes (72%).

 

In response to a question about the timing of first mobile phone ownership, nearly 70% of the respondents from Shanghai answered Within the past two years. The reported average purchase price of a mobile phone of 2,096 yuan (about ¥29,000) in Shanghai is higher than the price of ¥14,899 in Japan. Despite this price situation, 31% of respondents in Shanghai have two or more mobile phones compared to 12% of respondents in Japan.

 

In both Japan and China, People around me use them (50% for Japan, 38% for Shanghai) received the most mentions as a reason for selecting a carrier (multiple answer). This was followed in Shanghai by The sound is good (35%) and in Japan by Phone charges are inexpensive (35%).

 

As a reason for selecting a handset, Functions (71%) was considered most important in Japan and The price is affordable (86%) in Shanghai. Whereas a higher percentage of respondents in Japan than in Shanghai mentioned The display is large (40%), a higher percentage in Shanghai mentioned It's small (48%) or It's easy to hold (55%).

 

With regard to mobile phone etiquette, more than 90% of respondents in Japan consider the use of mobile phones on public conveyances Not very good or Not good at all. By comparison, only 54% of respondents in Shanghai gave one of these answers. 80% of respondents in Japan and 92% in China feel Uneasy when I go out having forgotten my mobile phone, an indication that the mobile phone has taken root as a daily necessity in both countries.

 

Reference Information >> Average number of times used per day

 

* Note: "N" is the number of valid respondents

 

Reference Information >> Survey on Circumstances of Mobile Telephone Use in Japan and China : Research overview

 

For more information contact:
Corporate Communications Department
Tel: 0424-23-9656
E-mail : info@intage.co.jp

» INTAGE Inc. (JASDAQ listing, Code number 4326)
2-14-11 Yatocho, Nishitokyo-shi, Tokyo
Tel: 0424-23-1111

 

Established in 1960 as Japan's pioneering research company, INTAGE was ahead of the times in recognizing the importance of marketing. During the more than 40 years since, INTAGE has honed sophisticated technologies and expertise in the critical areas of research and computer systems, upgrading and expanding its information gathering networks, establishing data processing systems, and developing its own analysis tools. INTAGE uses these tools to provide valuable information - that is, intelligence - that bears closely on our clients' decision making. The company's share capital is ¥168.14 million. Annual sales are ¥23,400 million (consolidated sales for the fiscal year ended March 2003).

 

» INTAGE Marketing Consulting (Shanghai) Co., Ltd.
Room No. 508 Shanghai International Trade Center
2201 Yan-an Road (West) Shanghai
Tel: 86-21-6275-3322

 

To expand and enhance its research services in the Chinese market, in July 1999 INTAGE became Japan's first research company to establish a representative office in Shanghai. In March 2002 INTAGE upgraded the office to a locally incorporated subsidiary, establishing INTAGE Marketing Consulting (Shanghai) Co., Ltd. The subsidiary works closely with local research firms in cities across China, notably Shanghai, to provide top-quality, comprehensive marketing research services aimed at informing the Asia strategies of global corporations.

 

» INTAGE Interactive Inc.
1-5-21 Honcho, Higashikurume-shi, Tokyo
Tel:0424-70-1972

 

INTAGE Interactive is a company jointly established in October 2002 by INTAGE Inc. and Yahoo Japan Corporation to engage in Internet-based research operations. The company utilizes an extensive network of product and services monitors (170,000 registered Yahoo! Research monitors) and leverages INTAGE's research expertise to provide clients with information that more closely reflects market conditions. The company's share capital is ¥50.00 million.

 

Survey Items

 

Q1 Mobile Phone Ownership
Q1-1 Type of Mobile Phones Owned (Shanghai Only)
Q2 Number of Mobile Phones Owned
Q3 Timing of First Mobile Phone Ownership
Q4 Manufacturer of Most Frequently Used Mobile Phone
Q5 Price of Most Frequently Used Mobile Phone
Q6 Method of Obtaining Most Frequently Used Mobile Phone
Q7 Opinions about Flip Phones
Q8 Mobile Phone Function Most Frequently Used
Q9 Functions Currently Used
Q10 Number of Mobile Phones Owned to Date
Q11 Frequency of Mobile Phone Replacement
Q12 Reasons for Replacing Mobile Phones
Q13 Monthly Call Charges
Q14 Main Carrier
Q15 Reasons for Selecting That Carrier
Q16 Satisfaction with Mobile Phones Used
Q17 Points Considered Important When Selecting a Mobile Phone
Q18 Plans to Replace Phones
Q19 Purchase Intention (which Manufacturers)
Q20 Average Number of E-mails and Phone Calls
Q21 Who People Exchange E-mail with
Q22 Who People Exchange Phone Calls with
Q23 Description of E-mails
Q24 Description of Phone Calls
Q25 Frequency of Mobile Phone Use on Public Conveyances
Q26 Attitudes Toward Mobile Phone Use on Public Conveyances
Q27 Reasons for Answer to Q26
Q28 Method of Setting Ring Tone Melody
Q29 Current Ring Tone Melody (Free Answer)
Q30 Use of Phone Straps
Q31 Degree of Unease When Going Out Without a Mobile Phone
Q32 Degree of Discomfort When Unable to Use a Mobile Phone
Q33 Gender
Q34 Age
Q35 Marital Status
Q36 Occupation
Q37 Academic Background (Shanghai Only)
Q38 Household Monthly Income (Shanghai Only)