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Online report

Apr. 6, 2004

Multifunctional Mobile Phones Used By More People, More Often -- Camera/Java Applications/Video/Shopping -- Survey on the use of mobile phones in Japan - January 2004 IPSe Marketing, Inc.

IPSe Marketing, Inc. (Tokyo, Japan) conducted its second web survey on the use of mobile phones, collecting 2,429 responses from Japanese Internet users. The results of our first survey are available here. This survey asked mobile phone users 1) which functions/accessories they use and how, 2) whether they have purchased digital content, services or goods via mobiles, and 3) how they use their mobiles. The results revealed that compared to a year ago, a higher proportion of mobile phone owners are utilizing functions such as Java applications, video capture, video mail, and external memory cards as well as their built-in cameras and e-mail. Mobile commerce has also grown. Both ownership and usage figures indicate that multifunctional mobile phones are becoming a handy, possibly essential, device in everyday life.

Key Findings

<<Mobile phones are becoming increasingly multifunctional>>
	-	Two thirds of respondents (67.0%) have a camera phone, which is a significant rise from one in four (24.7%) in the previous survey, conducted in December 2002. Of these respondents, nearly half (46.3%) use phones that are also equipped with video capture.
	-	While a built-in camera remains the most popular additional feature on mobile phones, more than 30% of respondents own Java-enabled and/or video phones, and 10-20% have phones that feature video mail, geographical positioning information, and/or external memory cards. Clearly, an increasing number of people are choosing multifunctional phones.
	-	The majority of respondents have actually tried using the functions on their mobile phones. Besides cameras, the functions that enjoyed at least a trial run were: Java applications (cited by 81.0%), external memory cards (61.5%), video mail (60.2%), and TV/VCR remote control function (58.2%).
	-	Among additional features other than a camera, external memory cards and Java applications are the most frequently used functions. External memory cards are used frequently or occasionally by 60.1% of owners, and Java applications, by 51.2%.
<<Solid advancement in use or experience of mobile commerce>>
	-	Approximately three quarters (75.4%) of respondents have purchased digital content or services from mobile phone accessible web sites. Within the 24-and-under age group, the rate is as high as 87.8%.
	-	The top three content categories are ringtones and karaoke songs, graphics, and games. A wide range of age groups have purchased ringtones in the past year, while the majority of game users are in their early twenties or younger.
	-	Slightly more than 20% have experienced mobile shopping (purchasing products other than digital content or services from mobile phone accessible web sites). The most popular items are fashion items and clothing, books, event tickets, travel tickets, entertainment on CD/video/DVD, and cosmetics, in that order.
	-	Among those who shop by mobile phone, both the frequency and amount spent have risen from a year ago.
	-	Mobile shopping has gained popularity among heavy users of mobile phones, rather than among frequent Internet shoppers.
		Further details are available here in Japanese A PDF file of the entire report is available here in Japanese For more information, please contact: press@ipse-m.com

Survey Outline

(1) Title Survey on the use of mobile phones in Japan - January 2004

(2) Methodology Web survey on the IPSe Marketing, Inc. web site

(3) Subjects Japanese Internet users who use mobile phones

(4) Period January 7-18, 2004

(5) Number of Valid Responses 2,429 (41.5% male, 55.9% female; average age 33.3)

Company Profile

IPSe Marketing, Inc.

IPSe marketing provides market research and consultancy services, sharing our expertise and experience in advanced Internet businesses. Recently we have focused on emerging markets such as mobile commerce and electronic or IC-card based authentication/payment platforms, in which Japanese companies command a lead worldwide. We regularly conduct open web surveys to gather information for industry clients. Our demonstrated capabilities in research and analysis offer the groundwork for effective strategies and implementation and help companies succeed in the Japanese market.

IPSe Marketing can provide

expertise on Internet business strategies research and proposals on Internet businesses planning, creation, and implementation of promotional tools for Internet businesses

For more information on this news release, please contact: press@ipse-m.com