Japanese Mobile Market User Needs and Trends, 2008 - Usage Segment Analysis

Table of Contents

• 1-1. Guideline
• 1-2. Analysis Process & Method
• 1-3. Analysis Tool

• 2-1. Mobile Market Environment
• 2-2. Main Events in the Market
• 2-3. Trends by Category
  • 2-3-1. Communication
  • 2-3-2. Information
  • 2-3-3. Entertainment
  • 2-3-4. Community
  • 2-3-5. Shopping
  • 2-3-6. Finance

• 3-1. End User Survey Overview
• 3-2. Market Segmentation
• 3-3. Simple User Group
• 3-4. Benefit Oriented User Group
• 3-5. Free Entertainment User Group
• 3-6. Multitask User Group

• Table 1. Mobile Users (as of December 2007)
• Table 2. Trends by Category

• Figure 1. Movements of Mobile Carriers in 2007 and 2008
• Figure 2. Pictograph Comparison of 3 Carriers
• Figure 3. E-mail Market Growth (2004-2006)
• Figure 4. SoftBank TV Call Image
• Figure 5. Mobile Commerce Market Growth (2003-2006)
• Figure 6. Respondents by Age and Gender
• Figure 7. Respondents by Occupation
• Figure 8. Four User Groups by Amount Spent on Mobile Services
• Figure 9. Simple Users by Gender
• Figure 10. Simple Users by Occupation
• Figure 11. Simple Users by Subscription
• Figure 12. Simple Users by Carrier
• Figure 13. Simple Users by Data Flat-Rate
• Figure 14. Simple Users by SNS and Device
• Figure 15. Simple Users by Online Shopping and Device
• Figure 16. Simple Users by eBook and Device
• Figure 17. Benefit Oriented Users by Gender
• Figure 18. Benefit Oriented Users by Occupation
• Figure 19. Benefit Oriented Users by Ad Usage
• Figure 20. Amount Used on Mobile Shopping
• Figure 21. Users by Place of Usage
• Figure 22. Mobile Payment Experience
• Figure 23. Intention to Use 1-Seg Data
• Figure 24. Free Entertainment Users by Gender
• Figure 25. Free Entertainment Users by Occupation
• Figure 26. Money Spent on eBook
• Figure 27. Genre of eBooks
• Figure 28. Place Where Users Read eBooks

• Figure 29. SNS Usage and Frequency
• Figure 30. Game Playing
• Figure 31. Future Intention to Play Games
• Figure 32. Handset' s 1-Seg Compatibility
• Figure 33. GPS Usage
• Figure 34. Mobile Payment Usage
• Figure 35. Multitask Users by Gender
• Figure 36. Multitask Users by Occupation
• Figure 37. Multitask Users by Mobile Carrier
• Figure 38. New Handset Purchase Frequency
• Figure 39. Intention to Buy Smartphone
• Figure 40. Mobile Search Usage and Frequency of Use
• Figure 41. Game Usage of Multitask Users
• Figure 42. eBook Usage of Multitask Users
• Figure 43. SNS Usage of Multitask Users