Key Findings Summary
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16.1% of tablet device purchasers chose a used tablet device. The overwhelming top used tablet device is “iPad” (42.5%).
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The most common purchase price for new tablet devices was “50,000 yen to less than 100,000 yen” (37.2%), while for used tablet devices, it was “less than 10,000 yen” (29.1%).
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80.0% of used tablet device purchasers are open to considering used devices in the future. Among new tablet device purchasers, more than half, 65.5%, also responded positively.
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The top three reasons for being open to future used purchases are: 1st “Good cost performance” (52.7%), 2nd “Can buy higher-end models or brands that are difficult to afford new” (44.3%), and 3rd “Do not need the latest features or specifications” (40.5%).
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Regarding “unused tablets” lying dormant at home, 58.5% responded that they have “one or more unused tablets.” The top three reasons for keeping them are: 1st “Might use it someday” (28.2%), 2nd “Don’t know how to erase data or feel uneasy about it” (22.6%), and 3rd “Concerned about personal information or data leakage” (22.2%).
Detailed Survey Results
1. Tablet Purchase Methods and Brands
Among 2,076 men and women aged 10-50 who have purchased a tablet device, 16.1% utilize a used tablet device. This includes 12.5% who purchased a used item (including certified refurbished or maintained products) and 3.6% who received it from a friend or family member.
When 200 respondents who had purchased a used tablet device were asked about the brand of their most recently purchased tablet, “iPad” was the most common answer at 42.5%, followed by “AQUOS” (10.5%) and “Galaxy” (7.5%).
2. Purchase Price Comparison: New vs. Used Tablets
When comparing the purchase prices of new and used tablet devices, new purchasers most frequently reported spending “50,000 yen to less than 100,000 yen” (37.2%), followed by “100,000 yen or more” (19.1%). In contrast, used purchasers most frequently spent “less than 10,000 yen” (29.1%), followed by “50,000 yen to less than 100,000 yen” (21.1%).
3. Future Purchase Intent: Used Tablet Devices
Regarding the consideration of purchasing a used tablet device in the future, 80.0% of current used tablet owners expressed interest (“definitely consider” 31.0%, “consider depending on conditions” 49.0%). Among new tablet owners, 65.5% also showed interest (“definitely consider” 23.5%, “consider depending on conditions” 42.0%).
4. Reasons for Considering Used Tablets
The top reasons cited by those open to purchasing a used tablet in the future were: “Good cost performance” (52.7%), “Can buy higher-end models or brands that are difficult to afford new” (44.3%), and “Do not need the latest features or specifications” (40.5%).
5. Unused Tablets at Home and Reasons for Retention
Among 400 respondents who have purchased a tablet device, 58.5% reported having “one or more unused tablets” at home.
For the 234 individuals with unused tablets, the primary reasons for keeping them were: “Might use it someday” (28.2%), “Don’t know how to erase data or feel uneasy about it” (22.6%), and “Concerned about personal information or data leakage” (22.2%).
Survey Overview
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Survey Period: May 25, 2026 – May 26, 2026
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Target: Men and women aged 10-50 who have purchased a tablet device
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Method: Internet survey
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Respondents: 200 experienced used tablet purchasers, 200 experienced new tablet purchasers
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Note: Due to rounding, totals may not always equal 100%.
About “NicoSuma”
“NicoSuma” is a used smartphone sales and purchase service operated by Belong, an Itochu Group company. With the motto “More you, than new,” NicoSuma helps customers find smartphones that fit their lifestyle.
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NicoSuma (Used Smartphone Sales): High-quality devices are carefully selected to redefine the image of used smartphones. Detailed condition information is provided for each device, allowing customers to choose with confidence. https://www.nicosuma.com/
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NicoSuma Buy (Smartphone Purchase): Easy estimates without registration. Simple assessment criteria and thorough data erasure ensure peace of mind even for first-time smartphone sellers. https://www.nicosuma.com/sell
Helpful information regarding smartphone purchases and sales is also available on “NicoSuma Magazine.” https://www.nicosuma.com/magazine
About Belong Inc.
Belong’s mission is “To deliver the next value that you can be proud of to your loved ones.” The company offers used device services tailored for both individuals and corporations, including the individual used smartphone EC site “NicoSuma” (https://www.nicosuma.com/), “NicoSuma Buy” (https://www.nicosuma.com/sell), and the corporate used smartphone rental, sales, and purchase service “Belong One” (https://bz.belong.co.jp/). Belong is committed to honesty, providing high-quality devices at fair prices through strict inspections, and ensuring peace of mind for all customers in the used device market.
Company Name: Belong Inc. (Itochu Group)
Established: February 2019
Representative: Koichiro Nishimura, President and CEO
Location:
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Head Office: Akasaka ZEN Building 4F, 6-4-10 Akasaka, Minato-ku, Tokyo
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Zama Operation Center: GLP Zama 3F, 2-10-10 Hironodai, Zama-shi, Kanagawa
Company names, product names, and service names mentioned are trademarks or registered trademarks of their respective companies.
