SoftBank best smartphone carrier

By Ken Y-N ( June 12, 2013 at 00:42) ? Filed under Mobile, Polls

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Mobile Marketing Data Labo recently conducted a survey looking at mobile phone carriers, focusing on the big three in Japan, docomo, au and SoftBank, who have over 95% of the market between them.

Demographics

Between the 31st of May and 5th of June 2013 1,200 smartphone-using members of the MMD Labo monitor panel completed a private internet-based questionnaire. The sample contained 400 people who used each of the main three carriers, docomo, au and SoftBank, but further demographics were not presented.

I agree that SoftBank?s image really has improved recently; MMD Labo have previously shown that SoftBank is the fastest 4G carrier, so this survey shows that the message is getting through to the general public, and, of course, having Shinji Kagawa helping out doesn?t hurt ? note that the ring-blowing beluga whale is Shinji?s father:

Research results

Q1: What was important when you chose your mobile phone provider? (Sample size=1,200, multiple answer)

Cheap monthly fees	45.8%
Reliable data transfer	37.3%
Wide voice call service area	33.7%
Wide data service area	29.0%
Fast data transmission speed	27.5%
Good voice call quality	26.9%
Good discounts	26.5%
Good brand image	25.9%
Cheap handset price	25.1%
Good after-care service	16.3%
Broad range of handsets	11.4%
Sufficient exclusive services	7.6%
Other	9.5%

Q2: What are you dissatified with regarding data transmission? (Sample size=1,200, multiple answer)

?	All	docomo N=400	au N=400	SoftBank N=400
Slow data transmission speed	38.9%	44.3%	41.0%	31.5%
Data transmission stalls	29.0%	31.8%	34.3%	21.0%
Transmission errors and other trouble	23.0%	23.8%	29.0%	16.3%
Narrow data service area	19.8%	16.3%	20.5%	22.5%
Mail, chat-related transmission	16.3%	17.5%	18.0%	13.5%
Don?t have any particular dissatisfactions	32.1%	29.8%	25.5%	41.0%

Q3: Over the last three months, which carrier?s image has been best in the following categories? (Sample size=1,200, multiple answer)

?	docomo	au	SoftBank	None of them
Voice call quality has improved	9.2%	11.5%	37.8%	41.6%
Data transmission quality has improved	9.3%	11.8%	39.1%	39.8%
Data transmission has got faster	11.5%	14.0%	33.2%	41.3%
Voice call service area has expanded	11.5%	12.9%	37.9%	37.7%
Data service area has expanded	12.5%	12.4%	38.4%	36.7%
Discounts have improved	12.2%	16.3%	22.0%	49.5%
Handset range has broadened	19.3%	17.2%	18.0%	45.6%
Exclusive services have increased, improved	14.7%	20.2%	21.6%	43.6%
After-care service has improved	14.0%	15.0%	16.2%	54.8%
Overall strength has improved	12.8%	15.6%	26.4%	45.2%
Feel secure using	24.1%	16.3%	15.9%	43.7%
Trustworthiness	26.5%	15.1%	16.0%	42.4%

Read more on: au,docomo,mmd laboratory,smartphone,softbank

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