[Digital nations in the making: Update Pages 11 & 32 – Use of mobile phones]

When making grant applications for IT and web-based projects, I’ve always been a tad hesitant when it comes to answering the environmental benefits question. Can I really claim, hand on heart, that the intended activities will really bring benefits – for instance by reducing participants’ travel and thus lowering their carbon footprint?

Well, recent studies in Japan – where I have been this month – have come up with some fascinating findings. A survey of 1000 people for Gulliver International, a major used car dealership chain, comparing 2007 with 1997, found that their major areas of interest were now the Internet [74%] and the keitai (mobile phone) [56%].

Details are in an article “Interest wanes in cars” in the Asahi Shimbun (30 January) and include another survey by the Japan Automobile Manufacturers Association (JAMA), which showed the numbers of 20-25 year old young men, not owning a car had risen significantly in just four years from 1 in 5 in 2001 to 1 in 3 in 2005 (21% to 32%).

Costs of car ownership, congestion, more urban living and good public transport were all likely causes as well, but the findings show that the car is losing out as a ‘must-have’ status symbol with the young.

On the plane coming home, I did an informal survey myself on these results with two young women, Mikiko and Ayaka, who were in their first year at university studying nutrition. All twenty students in their group had keitai and some like Mikiko had two. No doubt there about the importance they attached to this communication tool for the social networking generation.

“What about the decline in car ownership?”, I asked them. They smiled and nodded in agreement. I could see them asking themselves, “When you’ve got a cool keitai, who needs a car?”

Maybe I can answer those environmental questions now with a clearer conscience!

NOTE: For more on the use of keitai in Japan, see my blog posting exactly a year ago, “Setting standards in the Land of the Rising Sun”

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