ASATSU-DK announced the results of its "Smartphones and Purchasing Behavior" survey. The survey focused on "Changes in Consumer Shopping Behavior Due to the Spread of Smartphones," and was conducted online among approximately 670 Android phone owners, both male and female, aged 20 to 39. The company also conducted a similar survey in 2009 on "Consumer Shopping Behavior Due to the Spread of Mobile Phones (Feature Phones, or "Gara-ke")." Compared to the results from that survey, the number of mobile online shoppers in the past month increased from 10.3% to 14.6%. The average purchase amount also increased from 6,866 yen to 9,320 yen, indicating a trend toward more expensive items. Clothing and shoes were the most popular purchase item at 60.9%, followed by CDs and DVDs (45.6%) and interior goods, miscellaneous goods, and accessories (40.5%). While the number of people who have searched for product information in stores increased slightly from 34.1% to 37.2%, it also increased significantly for home appliances (48.0% to 57.9%), clothing and shoes (37.3% to 57.4%), and cosmetics (30.1% to 37.0%). For fashion and accessories, 56% searched manufacturer, mass retailer, and online shopping sites and apps with the goal of finding lower prices, and 63% of those searched and purchased immediately. For cosmetics and toiletries, 58% searched review sites to find out what people thought of the product, and 63% purchased in-store.

Furthermore, when it came to restaurants, 92.2% responded that they "went there because they had been looking for a coupon for the restaurant they were going to." 62.8% said they "decided not to go because there was no coupon for the restaurant they were going to," and 74.2% said they "changed their destination after finding a coupon with better conditions," revealing that coupons significantly contribute to store selection.