With the iPhone 5 out today, this survey from the female-targeted marketing research firm Her Story, reported on by japan.internet.com, into smartphones makes me curious to find out how many Madagala girls picked one up.
Demographics
According to the report published by Her Story on the 20th of September 2012, between the 9th and 14th of September 2012 500 mobile phone-owning women belonging to the Her Story monitor group aged between 20 and 49 completed an internet-based survey.
Madagala comes from the Japanese word mada, meaning still, and the portmandeau word Gala-kei, from Galapagos and keitai, which is the generic term for feature phones for the Japanese market, so Madagala girls are women who are still using feature phones. This appears to be a term Her Story invented for this survey, so in the same vein I have come up with Sudesuma girls which as you might guess means (well, I claim it means) women who have already moved up to smartphones.
Research results
Read more on: her story,madagala,smartphoneQ1: Which mobile operator do you mainly use? (Sample size=500)
NTT docomo 48% au 24% SoftBank 24% Willcom 1% Other 3% Q2: Are you a Madagala girl or a Sudesuma girl? (Sample size=500)
Madagala girl (feature phone user) (to SQ1) 80% Sudesuma girl (smartphone user) (to SQ1) 20% Q2SQ1: Do you want to use a smartphone? (Sample size=399)
Asked why they wanted to use a smartphone, the main reason was that people around them were recommending it, then that they wanted to use the internet when mobile, the screen seemed large and easy to read, apps seemed fun, etc. They were also asked what problems they felt using a feature phone, with the top reason being that the internet was a pain to use, then that they couldn?t join in the conversations on apps, the screen is small, etc.
Q2SQ2: What device OS would you choose to make your smartphone debut on? (Sample size=those who want to use a smartphone)
iOS (iPhone) 71% Android 26% Other 3% Asked why they wanted an iPhone, the answers included they felt it rules the roost, as lots of people have one people could teach me how to use it, and it looks fun watching others using it. No reasons for wanting Android were given?
Q2SQ3: What will be the important points when selecting a smartphone? (Sample size=399)
Cheap handset, good handset discount offer 313 Ease of use 215 Easy to connect, wide service area 189 Size, weight 137 Internet speed 96 Handset design 87 Camera functions 84 One Seg television, infra-red, Osaifu-Keitai electronic cash 59 Wide range of designer covers, accessories 42 Same device as friends, family use 38 Tethering functionality 22 Other 19
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