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Mobile Shopping, Coupons and SNS Usage on Mobile Handsets Increasing in Japan
TOKYO, June 17, 2008 � According to the latest ROA Group (www.researchonasia.com)report, social networking services (SNS), mobile shopping and mobile coupon usage is increasing in Japan, opening new opportunities for mobile advertising. The report, Japanese Mobile Market User Needs and Trends, 2008 is based on a user survey analyzed by ROA Group, and examines the differences between 4 user groups identified as Simple Users, Benefit Oriented Users, Free Entertainment Users and Multitask Users, including 1,267 men and women in their 10s to 60s, evenly divided by age and gender.
SNS usage on mobile handsets was found to be the highest in the Free Entertainment User group that consists mostly of students between 10 to 20 years old, and who pay JPY 8,000 � JPY 15,000 a month for mobile services. The mobile SNS usage was the lowest among the Simple Users, most of whom are housewives and office workers in their 50s to 60s and use JPY 5,000 or less a month for mobile services. These users prefer PC for SNS and online shopping.
Mobile shopping and mobile coupon usage was found to be the highest among the Benefit Oriented User group, evenly divided between both men and women in their 10s to 30s, most of them students and office workers who spend JPY 5,000 � 10,000 a month for mobile services. The survey also found differences in the usage of mobile games and eBook among the users. The survey was conducted during January 25-31, 2008, targeting users who are registered as monitoring customers of Livedoor Japan.
About ROA Group
ROA Group is a research and consulting company specialized in convergence and mobile markets in Asia. The head office is located in Japan and ROA Group has branch offices in Seoul and Shanghai. ROA Group�s main clients are mobile operators, handset manufacturers, government agencies and global IT companies. ROA Group provides annual advisory services, research reports, customized research and consulting for its customers worldwide.
Website: www.researchonasia.com/english
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