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Consumer Insights from Repro's Smartphone Policy and External Payment Research

Repro, a leading marketing solutions provider, recently conducted a consumer survey titled "Smartphone New Law and External Payment Systems" from September 19 to 20, 2025. The survey targeted 1,860 smartphone users and aims to unveil their awareness regarding the external payment and billing system amidst looming legislative changes.

Background of the Study

On December 18, 2025, a new law aimed at promoting competition concerning specific software used on smartphones will be fully implemented. The domestic smartphone ownership rate has reached 90.6%, highlighting the integral role smartphones play in consumers' daily lives. The new smartphone law is expected to induce significant changes in how consumers interact with technology.

Despite the importance of this law, media coverage is still minimal, leading to a situation where consumers lack comprehensive information. This situation creates a gap between the law's anticipated impacts and their awareness of it. The research specifically focuses on the effects that external payment systems can have on consumers' financial situations, making it essential to understand consumer recognition, needs, and concerns regarding this new payment method.

Key Findings

The study revealed several pivotal insights:

• - Only 38.2% of respondents were aware of the external payment system for app purchases.
• - An alarming 83.8% of consumers did not recognize the financial benefits linked to external payments.
• - The preferred payment methods for app purchases were credit/debit cards (43.2%) and PayPay (27.7%).
• - Consumers generally expect discounts of 10% to 20% to be motivated to use external payment systems.
• - The biggest psychological barrier lies in concerns over security and personal data protection (40.3%).

Detailed Insights

1. Recognition of External Payment Systems

When asked if they knew about external payment systems, only 10.5% of participants stated they could explain it to others, while 27.7% knew of its existence but couldn't explain it. Notably, 61.7% of respondents admitted they were completely unaware of this payment method.

2. Financial Awareness

Regarding financial incentives, only 16.2% of consumers understood that external payments could often be cheaper or offer better value compared to in-app purchases. This lack of awareness indicates a significant gap that could hinder consumer engagement with the new systems.

3. Payment Methods

In identifying their most frequently used payment methods for app purchases, respondents clearly favored credit/debit cards and PayPay, which underscores the need for app developers to integrate diverse external payment options effectively.

4. Financial Incentive Thresholds

The study examined what discount rates would compel users to adopt external payment systems. Findings suggest that 10% to 20% discounts represent a threshold, where favorable financial incentives could increase user adoption.

5. Psychological Barriers

The research identified security concerns as the primary psychological barrier to using external payment methods. Notably, 14.1% of respondents feared they might overspend if they opted for these new billing options, suggesting that the perception of lower costs could entice them to make more purchases.

Conclusion

The survey underscores a significant knowledge gap regarding the external payment and billing system among consumers. A direct financial incentive exists for consumers, yet over 60% are unfamiliar with it, and over 80% are unaware of its benefits. This lack of recognition largely stems from restrictive regulatory frameworks that have limited the promotion of alternative payment options by app developers in Japan.

Moving forward, app developers need to focus on educating consumers and closing this knowledge gap. By effectively disseminating information about the benefits and opportunities that external payment systems offer, companies can enhance consumer satisfaction while promoting business growth and innovation.

For more insights, download the full report on the study "Smartphone New Law and External Payment Systems."

Study Overview

• - Study Name: Smartphone Policy and External Payment Consumer Research
• - Study Period: September 19-20, 2025
• - Methodology: Online survey
• - Respondents: 1,860 smartphone users (both iPhone and Android)