News Release
FOR IMMEDIATE RELEASENew Service in MobileMill, Macromill’s Research Service Using Mobile Phones
Development of Panel Comprising Mainly Junior High School andHigh School Students from Entrance Exam Community Site “uchico”
March 3, 2010
MACROMILL, INC.
(Code No.: 3730, First Section of Tokyo Stock Exchange)
MACROMILL, Inc. (Head office: Minato-ku, Tokyo, Representative: Tetsuya Sugimoto, Chairman and Director;
hereinafter referred to as “Macromill”) is pleased to announce that, to enhance research on young people using mobilephones, Macromill has partnered Sammy NetWorks Co., Ltd. (Head office: Minato-ku, Tokyo, Representative: Masaaki
Ono, President and CEO; hereinafter referred to as “Sammy Networks”) in developing a mobile research panel
comprising mainly junior high school and high school students from members of “uchiko,” the entrance exam
community mobile site run by Sammy NetWorks, and is launching a new service on March 3, 2010.
 Outline of “uchico Panel” comprising mainly junior high school students
The newly launched “uchico Panel” is a panel recruited and developed from among the 600,000 or so members of“uchico,” the free entrance exam community site for mobile gaming and study run for junior high school and highschool students by Sammy NetWorks Co., Ltd.
Macromill is launching the panel with 16,512 active members (as of February 23, 2010) and aims to increase thenumber of panelists in the future. The research price is 110,000 yen for 5 questions with a sample size of 100.
The “uchico Panel” can be used in attitude surveys on actual usage of mobile phones, entrance exams and careers andother marketing research on hobbies and interests targeted at junior high school and high school students.
 Macromill’s mobile panelists…selected according to purpose of survey
Last year, there was an increase in the number of consumers that use mobile phones as their main means of collecting
and communicating information, particularly among young people, and the marketing staff of companies began
scrutinizing the consumption patterns and media contact of mobile users, recognizing this to be a key marketing issue.
Against this background, Macromill is working to improve its mobile research services by developing a range of mobileresearch panels.
Macromill’s mobile research panels
Name of mobile research panel Number of active members Features
Mobile Panel
195,164 members
Composed of members who agreed to cooperate with mobile(as of February 1, 2010)
phone research from among Macromill’s approximately
890,000 panelists nationwide (computer-registered members).
Clients can extract targets that match their desired criteria
from a large–scale panel and conduct various mobile surveys
such as photographic surveys and attitude surveys
immediately after consumption.
Millmoba Panel
55,389 members
Mobile panel recruited only on the mobile site by Macromill.
(as of February 1, 2010)
Suitable for surveys targeting young people and consumers
who mainly use mobile handsets, as panelists have strong
affinity for mobile phones.
[New service]
16,512 members
Mobile panel recruited from members of “uchico,” the freeuchico Panel(as of February 23, 2010)
entrance exam community site run by Sammy NetWorks. Can
be used for surveys targeting “junior high school students”
and “high school students.”

Macromill aims to continue developing and providing high value added marketing research services to support
companies in resolving their marketing challenges in the future.

Inquiries relating to this release: Nishizawa / Ono, Spokesperson, Macromill, Inc.

TEL: +81-3-6716-0707

press@macromill.com

News Release
Reference: Results of mobile survey using uchico Panel

Survey of mobile phone usage among junior high school and high school students (excerpt)
The results of the mobile survey conducted using the “uchico Panel” are explained below.
Survey population: 1,222 junior high school students and high school students who own mobile phones nationwide (573 juniorhigh school students, 649 high school students)(Macromill uchico Panel)
Survey method:
Online research using mobile phones
Survey period:
November 27, 2009 to February 14, 2010

 54% of junior high school students have owned a mobile phone since elementary school.
When asked when they owned their first mobile phone, the majority (54%) of junior high school student replied “sinceelementary school.”On the other hand, 43% of high school students said they were in junior high school when they owned their first mobilephone and 40% said they were in high school. The results suggest that young children are getting their first mobilephone earlier than before.
When junior high school
students owned their firstmobile
中高生が携帯を所有し始めた時期(n= 1phone
2 2 2 ) (n=1222)
Q.
When did you own your first mobile phone?
Q.あなたが、初めて自分の携帯電話を所有した時期は?
0%

10%

20%

Junior high school
中学生(n=573)
students(n=573)

30%

40%

50%

60%

70%

53.6

80%

90%

31.8

8.6

100%

6.1

Junior high中学生
school student
total 46.4
計 46.4High school
高校生(n=649)
students(n=649)

17.3

16.5

10.9

15.4

39.9

Juniorhigh school
中学生
計 total42.842.8
1st year junior

Elementary school (or before)
小学生（小学生以前含む）

中学1年生
high schoolndrd

2 year junior
中学2年生
high school

3 year junior
中学3年生
high school

High school
高校生

 Average monthly mobile phone tariff, between ¥6,000 and ¥8,000 for both junior high school students andhigh school students
When junior high school students and high school students were asked about their average monthly mobile phone tariff,
most said it ranged between ¥6,000 and ¥8,000.

Average monthly
mobile phone tariff of junior high school students
中高生の一ヶ月あたりの携帯料金平均額（%）

Based on those who ＜ベース：携帯料金を把握している人（中学生：n=470／高校生：n=559）＞
knew the mobile phone tariff (junior high school students：n=470/High school students: n=559)
Q. Q.
あなたの一ヶ月あたりの平均携帯料金（基本料金を含む）をお知らせください。
What is your average monthly mobile phone tariff (including basic tariff) ?

30
22.0
20

17.0

21.5
16.6
14.5

13.4 13.6

13.4 13.6

11.3

9.8

10
3.0

1.3
0.5

Junior highschool
students

8.4

6.8 7.0

中学生

4.3

1.6

0.5

0

Inquiries relating to this release: Nishizawa / Ono, Spokesperson, Macromill, Inc.

1TEL: +81-3-6716-0707

12万 円 以 上or more
¥20,000

99Between¥10,000 and
万 円以上 万円未満
¥20,000

88Between
and千 円 以 上 ¥9,000万円未
満¥10,000

77Between
and千 円 以 上 ¥8,000
千円未
満¥9,00066Between
and千 円 以 上 ¥7,000千円未
満¥8,00055Between
and千 円 以 上 ¥6,000千円未
満¥7,00044Between
and千 円 以 上 ¥5,000
千円未
満¥6,0003Betweenand千 円 以 上 ¥4,000千円未
満¥5,000Betweenand千 円 以 上 ¥3,000千円未
満¥4,000

千 円未
満 ¥30,000
Less
than
32press@macromill.com

High school
高校生students

News Release Around 40% of junior high school students and high school students have a filter on their mobile phone
When asked if the mobile phone they currently used has a filter, 42% of junior high school students and 37% of highschool students answered “yes.”
Whether junior highschool students have a filter on their mobile phone (n=1222)
中高生の携帯のフィルタリングﾞ設定の有無(n=1222)
Q.あなたがお使いの携帯電話は、フィルタリングﾞ設定をしていますか?
Q. Is your mobile phone fitted with a filter?
0%

10%

20%

Total(n=1222)
全体(n=1222)
Junior high school

中学生(n=573)
students (n=573)

30%

40%

50%

60%

39.4

47.2

41.9

39.1

37.1

High school students
高校生(n=649)(n=649)

70%

80%

90%
13.4
19.0

54.4

Yes
している

100%

8.5

No
していない

Not sure
わからない Mobile phone is the most popular research method for both junior high school students and high school
students
When asked about research methods, around 40% of both junior high school students and high school students said
“mobile phone” was the most popular research method, followed by “computer” with 30%.
Only 18% of high school students and 12% of junior high school students said they used books and dictionaries.
Research methods of junior high school students(n=573)
中学生が調べものをする方法(n=573 )Q. Selecttheresearchmethod you
Q.あなたが調べものをするとき、think you use the most?
もっともよく使うと思う方法をお選びください

Ask someone
人に聞く
15.5%
15.5%
Use books and本や事典をdictionaries
使う
11.7%
11.7%

。

Research methods of high school students(n=649)
高校生が調べものをする方法(n=649)
Q. Q.あなたが調べものをするとき、
Select the research method you
think you use the most?
もっともよく使うと思う方法をお選びください。

Otherその他
1.2%
1.2%

Use mobile
携帯電話をphone使う
38.2%
38.2%

Ask someone
人に聞く
8.8%
8.8%

Other
その他
1.2%
1.2%

Use books and本や事典をdictionaries
使う
17.9%
17.9%

Usecomputer
ﾊﾟｿｺﾝを使う
33.3%

Usemobile
携帯電話をphone
使う
38.8%
38.8%
Usecomputer
ﾊﾟｿｺﾝを使う
33.3%
33.3%

* These results are some of the results of a mobile phone survey using the uchico Panel.
Please contact us if you would like further details on this survey.

Inquiries relating to this release: Nishizawa / Ono, Spokesperson, Macromill, Inc.

TEL: +81-3-6716-0707

press@macromill.com

News Release
Entrance exam community site “uchico”
The entrance exam community site “uchico” is a free mobile entrance exam community site based on the concept“Encourage each other, teach each other, and study while having fun” that is run by Sammy NetWorks Co., Ltd. forjunior high school and high school students. The site mainly offers contents that turn “study” into “fun,” such as a“mobile mock exam” where users can uncover their weak points in just 15 minutes, study material that can be studied
without getting tired of it, and a bulletin board where users can exchange information with friends who are also hard atwork on entrance exams. The site has more than 600,000 registered members.
Free entrance exam community site uchicoSammy NetWorks Co., Ltd.

URL: http://uchico.jp/
URL: http://www.sammy-net.jp/

Profile of Macromill, Inc.
Macromill, Inc. is a leading company in the field of net research, market research services that utilize the Internet.
Macromill provides a variety of marketing research services targeting consumers in Japan and overseas, to assist
companies with their marketing activities, such as developing products and improving services.
Company name:Head office:Website:Established:
Capital:Listed exchange:
Representative:
Employees:
Groupcompanies:
Businessoperations:■ Macromill, Inc.
■ 11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo 〒108-0075■ www.macromill.com■ January 31, 2000
■ ¥930.35 million *As of September 31, 2009
■ First Section of the Tokyo Stock Exchange (code no.: 3730)■ Tetsuya Sugimoto, Representative Director and Chairman■ 301 (includes 8 contract employees) *As of January 31, 2009
■ Brand Data Bank, Inc.
Macromill Warp, Inc.
Macromill Korea, Inc. (Korea)■ 1) Market research utilizing the Internet (net research)
2) Market research utilizing mobile telephones (mobile research)
3) Market research targeting consumers in countries around the world (global research)
4) Consumer purchasing pattern surveys and provision of purchasing pattern data (QPR™)
5) Provision of the AIRs ASP system specialized for net research
6) Research planning, design, tallying and analysis services7) Other research services (such as qualitative surveys) and marketing-related consulting work

— Contact information for inquiries about this release —Macromill, Inc. spokesperson: Nishizawa / Ono
Shinagawa East One Tower – 11F
2-16-1 Konan, Minato-ku, Tokyo 〒108-0075
TEL: +81-3-6716-0707 FAX: +81-3-6716-0701
E-mail: press@macromill.com

Inquiries relating to this release: Nishizawa / Ono, Spokesperson, Macromill, Inc.

TEL: +81-3-6716-0707

press@macromill.com