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Measuring consumer preferences for Japanese 5G mobile communication market

Author

Listed:
  • Naoki Takano

    (Edogawa University)

Abstract

This paper analyzes potential consumer preferences for Japanese mobile phone services including 5th-generation mobile communication (5G). As of September 2022, the total number of mobile communication subscribers in Japan is 200.2 million including 57.4 million of 5G subscribers. The analysis is presented after a questionnaire survey was given to the potential Japanese mobile phone users over 15 years old in February 2023. The findings show that a decline in the fee of monthly data charge, an increase in transmission speed, a raise in the maximum data amount limit, a choice of iOS, and the discontinuation of contracts with the current telecommunication companies, all raise demand for mobile communications. In addition, the author found that user groups of different household income have different utility functions. According to an estimation of Mean Willingness to Pay (MWTP) in this paper, suppliers of mobile phone networks may be able to optimize and maximize demand by adjusting attributions and their levels.

Suggested Citation

  • Naoki Takano, 2023. "Measuring consumer preferences for Japanese 5G mobile communication market," Evolutionary and Institutional Economics Review, Springer, vol. 20(2), pages 307-319, September.
    • Handle: RePEc:spr:eaiere:v:20:y:2023:i:2:d:10.1007_s40844-023-00259-7
    DOI: 10.1007/s40844-023-00259-7
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    More about this item

    Keywords

    5G; Mobile; Communication; MWTP;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L63 - Industrial Organization - - Industry Studies: Manufacturing - - - Microelectronics; Computers; Communications Equipment
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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