According to the “’Personal Use’ of Cellular Phones and Smartphones Survey 2013” conducted by Nikkei BP Consulting, Inc., penetration rate of smartphones increased 9.8% to 28.2% and its utilization rate increased 13.2% to 39.4% ; both compared with last year.
Those possessing only a conventional cellular phone (feature phone) decreased 12.7% to 58.9%, on the other hand those possessing only a smartphone increased to33.7%. Also, among the users possessing 2 cellular phones and/or smartphones, 80.2% possess at least one smartphone, and this portion accounts for 5.7% of all respondents. Utilization rate of smartphones locked according to age groups, over 60% of 15 to 19 year old males and 15 to 24 year old females use smartphones, and additionally, utilization rate grew notably in groups under 30 years old.
The total amount paid annually for services and contents interfaced by cellular phone and smartphones are estimated to have grown 70.9% to 4,221,300million yen (last year: 2,469,800million yen.) Especially, online shopping took a steep growth to 2,128,500 million yen, which is 1.9 times more compared to last year and it also accounted for about one half of the whole market. Of the 9 fields covered by the survey, all markets expanded except music contents.
This survey was conducted during June 8 to 16, 2013, directed to males and females throughout Japan for 135 items and collected 4,400 valid responses.