What do Japanese buy using their cellphones?

In the last week of august 2006, Rakuten Research in collaboration with Mitsubishi Research Institute conducted a web-based survey of 2,400 Japanese mobile phone users in order to get a sense of mobile content and service usage trends in Japan. The respondent's pool consisted of evenly divided age groups from 15 to 69 year olds with male and female accounting for 50% share each. Out of total respondents 2,107 or 87.8% were customers of four top carriers - NTT DoCoMo, au, Softbank and TU-KA. Below are some survey results specifically covering the mobile commerce/shopping trends of Japanese cellphone users.


The average amount of money spent by survey respondents shopping from their mobile handsets was 14,676 yen or around $123 with males spending on average 19,594 yen and women only 10,197 yen.



Books and magazines (28.4%) were the favorites among the items bought during one month by survey respondents, followed with CD/DVD (17.5%) and sweets and candies (17.5%).

Source: Rakuten Research