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The market penetration of smartphones and tablets continue to rise annually in developed countries. Meanwhile, wearable devices are becoming popularly known as the next stage of development in a maturing smartphone and tablet market. This study outlines the current usage and attitudes by device in 4 developed countries; Japan, the United States, the United Kingdom and South Korea.
Citation preview
Survey on Device Usage and Attitudes(4 countries comparison)
ReportApril 14th 2014
Study Conducted by Macromill
1Survey on Device Usage and Attitudes (4 countries comparison) Report
Contents
■ P 2
■ P 3
■ P 8
P 9
Usage Rate of Each Device P 10
Usage Intent of Each Device P 11
Mobile Phone/Smartphone Carriers P 12
OS for Smartphones/Tablet Devices P 13
Similarities and Differences Between Smartphones and Tablets P 14
P 15
Usage and usage Intent of Wearable Devices P 16
Awareness of Wearable Devices P 17
Currently Used Wearable Devices P 18
P 19
Awareness of Game-Related Companies P 20
Currently Used Products/Services of Game-Related Companies P 21
■
Study Outline
3. Game-related Company Brands
Respondent Profile
Details of Study Results
1. Usage of Mobile Phones/Smart Devices
2. Usage of Wearable Devices
2Survey on Device Usage and Attitudes (4 countries comparison) Report
Study Outline
Background ： The market penetration of smartphones and tablets continue to rise annually in developedcountries. Meanwhile, wearable devices are becoming popularly known as the next stage ofdevelopment in a maturing smartphone and tablet market.This study outlines the current usage and attitudes by device in 4 developed countries; Japan,the United States, the United Kingdom and South Korea.
Target countries ： Japan, United States, United Kingdom, South Korea
Target requirements ： Males and females, ages 16 through 59
Sample size ： 1,000 samples per country
Quota ： Collected by gender and age, based on the demographics of each country (Details specified inthe following charts)
Survey period ： [Japan] Thursday, March 13th to Saturday, March 15th 2014[United States] Wednesday, March 19th to Monday, March 24th 2014[United Kingdom] Tuesday, March 18th to Monday, March 24th 2014[South Korea] Tuesday, March 18th to Monday, March 24th 2014
Survey implementing organization： Macromill, Inc.
Male10-19
（16～19）
Male20-29
Male30-39
Male40-49
Male50-59
Female10-19
（16～19）
Female20-29
Female30-39
Female40-49
Female50-59
MaleTotal Total
Japan 36 98 132 121 117 34 95 128 120 119 504 496 1,000
US 46 120 109 111 114 44 115 109 113 119 500 500 1,000
UK 42 119 110 127 110 40 115 104 123 110 508 492 1,000
South Korea 43 100 119 132 118 38 91 114 128 117 512 488 1,000
Respondent Profile
4Survey on Device Usage and Attitudes (4 countries comparison) Report
Respondent Profile ①
Gender and Age
Occupation
5Survey on Device Usage and Attitudes (4 countries comparison) Report
Respondent Profile ②
Annual household income
6Survey on Device Usage and Attitudes (4 countries comparison) Report
Respondent Profile ③
Residence area
United States（n=1,000）
Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware District of
Columbia
Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas
1.2 0.22.4
0.5
13.2
2.0 1.9 0.8 0.3
7.1
3.00.3 0.3
4.01.0 0.9 0.8
0%
5%
10%
15%
20%
Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New
Hampshire
New Jersey New Mexico New York North Carolina
1.0 1.0 0.3 1.3 2.1 3.01.0 0.3
2.10.1 0.5 1.0 0.3
3.70.7
5.63.7
0%
5%
10%
15%
20%
North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming
0.0
4.41.5 2.5
4.1
0.32.2
0.52.4
6.4
1.4 0.12.1 2.4
0.4 1.5 0.20%
5%
10%
15%
20%
7Survey on Device Usage and Attitudes (4 countries comparison) Report
Respondent Profile ③
Japan
United Kingdom
South Korea
（n=1,000）
（n=1,000）
（n=1,000）
Hokkaido Tohoku Kanto Chubu Kinki Chugoku Shikoku Kyushu
5.6 5.6
37.8
16.6 19.7
5.2 1.97.6
0%
10%
20%
30%
40%
50%
London Birmingham Liverpool Leeds Sheffield Bristol Manchester Leicester Other
England
Edinburgh Glasgow Other
Scotland
Wales Northern
Ireland
Other
20.4
4.9 2.7 4.0 2.8 2.56.5
1.7
31.7
1.6 2.5 3.0 4.3 1.89.6
0%
10%
20%
30%
40%
50%
Seoul Incheon Daegu Ulsan Daejeon Gwangju Busan Gyeonggi-
do
Gangwon-
do
North
Chungcheong
South
Chungcheong
North
Jeolla
South
Jeolla
North
Gyeongsang
South
Gyeongsang
Jeju
35.0
6.9 4.0 1.9 2.0 2.77.0
23.0
2.6 2.1 2.2 1.7 1.3 3.3 3.4 0.90%
10%
20%
30%
40%
50%
Details of Study Results
1. Usage of Mobile Phones/Smart Devices
10Survey on Device Usage and Attitudes (4 countries comparison) Report
Usage Rate of Each Device
Q11 What is your experience as a user with respect to the following digital devices?
＊Total base
SA
Topline
The usage rate of smart devices in Japan is low compared to the other 3 countries, while the rate for ‘mobile phones’ is high.The usage rate of ‘smartphones’ is high in South Korea, whereas in the US and UK, there is a high usage rate of ‘tabletdevices.’
In all 4 countries, the usage rate of ‘wearable devices’ does not reach 10%, showing that the usage is not widespreadcompared to other devices.
11Survey on Device Usage and Attitudes (4 countries comparison) Report
Q11 What is your experience as a user with respect to the following digital devices?
Usage Intent of Each Device
*Non-user base of each device
SA
Topline
Both usage rate and usage intent are low for smart devices in Japan, compared to the other 3 countries.In particular, Japan’s score for ‘wearable devices’ does not even reach half of the other countries’ score.On the other hand, Japan’s score for ‘mobile phones’ is relatively higher than the other countries, with more than 20%showing usage intent.
12Survey on Device Usage and Attitudes (4 countries comparison) Report
Q12～Q15 Which mobile phone carrier handles the mobile phone/smartphone you currently use?
Mobile phone/Smartphone carriers
*User base of each device
SA
Topline
In Japan, the share of ‘NTT Docomo’ exceeds 40% for both mobile phones and smartphones.In the US, the shares of ‘AT&T’ and ‘Verizon Wireless’ together cover roughly 50%.For the UK, ‘EE’, ‘O2’, and ‘Vodafone’ are in a tight competition. In South Korea, the share of ‘SKTelecom’ is high.
13Survey on Device Usage and Attitudes (4 countries comparison) Report
OS for Smartphones/Tablet devices
Q16 What is the operating system (OS) of the smartphone/tablet device you currently use? SA
Topline
In Japan, ‘Android’ has the highest share for smartphones, while ‘iOS’ is used by the majority fortablets. In South Korea, the share of ‘Android’ for smartphones is high compared the other countries.‘iOS’ and ‘Android’ together being the majority of shares is consistent among all countries.
*User base of each device
14Survey on Device Usage and Attitudes (4 countries comparison) Report
Similarities and differences between smartphones and tablets
Q22 How do you view the similarity and differences between ‘smartphones‘（iPhone, GALAXY, Xperia, etc.) and ‘tablet devices‘ （iPad, NEXUS7, etc.)?In answering the question, please consider usefulness, circumstances of use, device design, device size, etc.
SA
Topline
Roughly 70% of the users responded that both devices are ‘similar’ and about 30% responded that they are ‘different’.In all countries, the results were polarized. In the UK, more than 70% responded that both devices are ‘similar’, markinga slightly higher score than the other countries.In Japan, there were less people who thought that both devices ‘are clearly similar’ compared to the other 3 countries.
＊Total base
2. Usage of Wearable Devices
16Survey on Device Usage and Attitudes (4 countries comparison) Report
Usage and usage intent of wearable devices
Topline
Usage rate of wearable devices is the highest in the US, at 7%.In Japan, the usage intent among non-users is low compared to the other countries, barely reachinghalf of the other countries’ scores. Scores of the 3 countries excluding Japan were more or less similar.
Q11 What is your experience as a user with respect to the following digital devices? (Wearable devices) SA
＊Total base
17Survey on Device Usage and Attitudes (4 countries comparison) Report
Awareness of wearable devices
Q24 Are you aware of the existence of these wearable devices? Please select the most applicable answer for each. SA
Topline
Products with high awareness include ‘Google Glass’, ‘iWatch’, ‘Galaxy Gear’, ‘SmartWatch’, etc. Theawareness level for all products was relatively low in Japan compared to the other 3 countries. InSouth Korea, awareness for the Korean produced ‘Galaxy Gear’ was remarkably high at 90%.
＊Total base
18Survey on Device Usage and Attitudes (4 countries comparison) Report
Currently used wearable devices
Q24 Are you aware of the existence of these wearable devices? Please select the most applicable answer for each. SA
Topline
In all countries, the usage rate did not exceed 2% for any of the products and was particularly low inJapan. The usage rate of ‘Fitbit Flex’ stands out in the US, despite its limited use in the other countries.In contrast, the usage rate of ‘Galaxy Gear’ scored roughly 1% in the 3 countries excluding Japan.
＊Total user base
3. Game-related company brands
20Survey on Device Usage and Attitudes (4 countries comparison) Report
Awareness of game-related companies
Q28 Are you familiar with the following companies? Please select the most applicable answer for each. SA
Topline
‘Sony’, ‘Nintendo’, and ‘Sega’, etc. are highly acknowledged in the 3 countries excluding Japan.Awareness for ‘Sony’ and ‘Nintendo’, in particular was high, at more than 90% in all countries. Japan’smajor SNS companies such as ‘LINE’ and ‘GREE’ have somewhat low awareness in the othercountries.
＊Total base
21Survey on Device Usage and Attitudes (4 countries comparison) Report
Currently used products/services of game-related companies
Q28 Are you familiar with the following companies? Please select the most applicable answer for each. SA
Topline
In the US and UK, the usage rates of products from ‘Sony’ and ‘Nintendo’ exceed that of Japan’s.‘LINE’’s services, which are used by a third of Japan, are not widespread in the other countries, barelyreaching 10%.
＊Total user base
