Smart Girls Choose Smartphones
A lot has been made of the popularity of smartphones among local female consumers but what’s the reality?
According to data quoted by INterRIDE and drawn from multiple sources, smartphones are actually preferred by gadget-loving men, not women. Some 26.3% of men have a smartphone as of August 2011, against 18.3% of women. The regular Japanese feature phone is still the device of choice for 67.2% of women, compared to for 51.9% of men.
A much-discussed local trend has seen consumers using both a regular Japanese keitai and a fashionable new smartphone, allowing them to maintain their familiar phone lifestyle while also playing with the latest popular toy. 10.4% of Japanese women are dual-users like this, but actually it’s even higher for men, 17.1%.

Though a lot of the marketing clamor has been targeted at girls, it’s the boys then who for the most part are the reigning smartphonistas. However, compared to figures six months ago, the proportion of women with smartphones (single device or dual usage) is now just under 30%, which is actually a three-fold increase, indicating the ladies might just catch up with the lads before long.
Demographically, as things stand, female smartphones users are mostly in their twenties (22.4%), followed by women in their thirties (16.9%). Interesting, male users are also mostly in the same two age groups, though it’s a much tighter split: twenties (35.2%) vs. thirties (35.1%).
What are they actually using these smartphones to do, though? According to NHN Japan data from April, there is almost no significant change between male and female users here in both their twenties or thirties, though curiously girls are playing games quite a lot more it seems, contradicting apparent stereotypes.

User Backlash?
After being seduced by blanket ad campaigns and mountains of hype, people can often feel a bit disappointed by their shiny new purchases once the novelty goes away. In a survey of 500 female smartphone users aged 20 to 39, people were thus asked to rank their biggest complaints with the devices.
Drawing a joint “winning” place were gripes about the reception being bad and that you cannot use infrared transmission (a common function among local phone users to exchange telephone numbers and email addresses), both with 35%. These were ahead of the next complaints by quite a margin: glitches (21%) and the inability to view Flash sites (19%).
This summer we have seen new smartphone releases for specific female users. These include phones like Sharp’s 007SH J, with a customized keypad interface to make it easier to operate for women with long nails, along with a bundle of models in girl-friendly pinks and reds. Panasonic have even created a special “My First Smart Phone” [sic] site to help educate females about the new lifestyle they can enjoy with the devices.
The question to be answered in the next quarter is whether all this effort by marketers et al leads to strong sales.

Smartphones and E-Commerce
The extent to which the introduction of smartphones may change the e-commerce market in Japan is something we are watching.
In a June survey of 446 iPhone users and 423 Android users, it was asked whether they used their phones for performing practical functions like shopping. 59% of iPhone users had participated in e-commerce (i.e. online shopping for books, clothes, DVDs, tickets etc — not apps) with their device, against 44% for Android. Regular shoppers percentages (10 times or over) are much lower, though — just 16.8% for the iPhone and only 5.4% for Android.
Though users really enjoy browsing the internet with their smartphones, it seems that their usage centers on mostly “surface”-level actions, such as interacting via social media, as opposed to shopping, working and so on. In terms of SNS, at least, Twitter is the clear leader of the pack, claiming 54.5% of users (the service now has 12.5 million members). Mixi is second with only 46.4%, hinting that Twitter’s success here has been greatly boosted by the mass release of smartphones.
This is the latest in a series of blogs based on newsletters provided by our local research partner, INterRIDE Inc.
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