Outline of the Survey
Purpose
Internet direct marketing and e-commerce through mobile phones have
been widely used in recent years. The Japan Direct Marketing Association
(JADMA) and the Japan Academic Society of Direct Marketing conducted
a survey on these channels to understand usage realities and users'
trends for the future.
The findings of the survey will give us guidance on how to address
this newly emerging marketing channel. We also hope that the findings
of the survey will contribute to the sound development of e-commerce.
Method
Online survey through the web site of the Japan Direct Marketing Association.
Period
30th January- 12th February, 2003
Effective Respondents
2,034
Background of the Survey
Since the 1990s, the IT boom has changed social circumstances, and
direct marketing has not been an exception. The internet became available
through mobile phones from around 2000, and the internet service on
mobile phones came into wide use. In Japan, the number of subscriptions
for mobile phones is 73.9 million as of January, 2003 and among that
total, 60.25 million mobile phones are connected to the internet,
according to Tele-communications Carriers Association.
In a broad sense, mobile EC is included in internet shopping. In this
survey, however, we defined internet shopping as shopping through
the internet by connections other than mobile phones, and electronic
commerce through mobile phones was studied independently.
Summary of Findings
* 73.1% of the respondents had used internet shopping
in 2002 while only 7.3% of the respondents had used mobile EC in 2002.
* The most popular merchandise bought through the internet was "Apparel/Fashion
related goods" with 35.7% followed by "Food" (32.8%),
"Cosmetics/Health care goods" (29.1%) and "Books"
(27.4%). Excepting books, all these popular merchandise are also popular
in traditional direct marketing channels.
* 26.7% of the users answered that they were satisfied with internet
shopping, and 55.9% were content. More than 80% were quite happy with
their internet shopping experience.
l As for the intention to use internet shopping in the future, 35.1%
of respondents answered that they would like to use internet shopping
very much, and 43.4% of them answered that they would like to use
it.
* Only 7.3% of the respondents had used mobile EC in 2002. Considering
that respondents to this questionnaire are positive internet users,
the usage rate in general, including non-users of the internet, would
be even lower. There was not much difference by gender.
* The most popular service transacted through mobile EC was "Music
(incl. ring tones) download" with an overwhelming 72.5%. Online
banking and reservation for transportation were used less than 20%.
* 78.5% of respondents answered that they would like to use internet
shopping in the future, while only 11.1% of them answered so as for
the mobile EC.
* The most cited reason for non-use of mobile EC was that they did
not see any necessity to use it.
* As for the intention to use mobile EC, only about 10% of respondents
answered that they would like to use mobile EC. This was not the case
for internet shopping when it emerged. However, the rate for "I
don't know yet" accounted for the highest with 41.7%, and the
future of mobile EC is uncertain.
* Mobile EC will not grow all that rapidly. However, as the mobile
phone itself reach deeply into modern civilization, we have to watch
the moves of this new channel.
