An insight into i phone user behaviour within the app store surikate_gfk

An insight intoiPhone userbehaviour within PARIS - LONDONthe App Store Prepared by GfK NOP & Surikate December 2012 edition

About Surikate SURIKATE GUARANTEES VISIBILITY IN THE APP STORE CHARTS, A FIXED COST PER INSTALL, DETAILED APP ANALYSIS AND BENCHMARKING.2 Offer available in the UK and France

About this study The focus was on App Store usage and user behaviour within the store. Key questions centred around: Summary: §  How often / when / where people are accessing the store UK only §  The role of the App Store in how people discover apps Interviews in §  How people navigate the store November 2012 §  Which factors influence their decision to 1591 iPhone owners, weighted* download apps to be representative of audience 10 minute online questionnaire All questions designed to accommodate iOS5 and iOS63 Prepared for Surikate by GfK NOP | December 2012 *Weighted to profile of users on GfK Panels data

iPhone survey iPhone App store Usage : iPhone users spend, on average, 11-and-a-half Executive Summary December 2012 Edition minutes on the App Store per visit Executive Summary The typical iPhone user The UK iPhone user base shows some small bias towards a younger, has female audience, with London and the south east being an area of high iPhone usage. 30 or fewer apps on their phone, Led by younger users, two-thirds claim to have upgraded to iOS6 – but a small hardcore of 7% while one-in-three of those who haven’t yet upgraded, plan to do so claim to have more than in the next month. 80 apps installed. Around 10% of the 9 million UK iPhone users visit the App Store at least once a day. However, more than half of all users claim to visit less than once a week, with older users the most infrequent. While there is little evidence The average iPhone user’s iPhone users are most of a concentration of visits on App Store visit lasts for 11.5 likely a particular day, we see that minutes – these are likely to be browsing at home, peak App Store hours exist to be a combination of short although browsing on the between 6-9pm everyday visits, and longer, more in- move is also common. (with >2m visitors in this time). depth browsing sessions.4 Prepared for Surikate by GfK NOP | December 2012 Base : 1547

iPhone survey iPhone App store Usage : iPhone users spend, on average, 11-and-a-half Executive Summary December 2012 Edition minutes on the App Store per visit Executive Summary Whilst trusted recommendations (from friends and family) contribute, browsing the App Store is the most popular way for users to discover new apps The Top 25 (Top Charts for iOS6) plays a significant role in this app discovery journey 1/3 of apps installed on It is a regularly-used It is trusted: 75% of feature: 74% of App Store iPhone users claim they iPhones* are discovered by visitors are browsing the Top download apps they did not users browsing through the 25 or Top Charts on a previously know about having discovered them in App Store Charts frequent basis the Top 25 / Top Charts. *excluding native apps However, presence here alone is not sufficient to There exists a significant barrier for iPhone drive usage – users need to see strong users to engage with Paid Apps, with few Description, Reviews and Ratings to be claiming to navigate to the Paid Apps section convinced to download on every visit – whereas almost three- quarters will check Free apps each time5 Base : 1547 Prepared for Surikate by GfK NOP | December 2012

iPhone survey December 2012 Edition What does the UK iPhone market look like?6 Prepared for Surikate by GfK NOP | December 2012

iPhone survey December 2012 Edition UK iPhone market demographics East Midlands 8% 4% 14% 18-‐24 53% 11% London 15% West Midlands 8% 25-‐34 South east 15% Scotland 8% 16% 28% 35-‐44 North west 11% East of England 7% 45-‐54 Yorkshire/Humber 9% North east 5% 27% South west 9% Wales 5% 47% 55-‐64 Northern Ireland 2% UK demographics East Midlands 7% 18-‐24 London 12% West Midlands 9% 51% 21% 12% 25-‐34 South east 14% Scotland 9% 17% 35-‐44 North west 11% East of England 9% 15% Yorkshire/Humber 9% Northeast 4% 18% 45-‐54 18% South west 9% Wales 5% 55-‐64 Northern Ireland 2% 49% 7 Prepared for Surikate by GfK NOP | December 2012 Base : 1591

iPhone survey December 2012 Edition High rates of employment and university education, along with a greater-than-average salary, suggest an affluent audience Employment Status Education Level Employed full Lme 53% 2% Employed part Lme 18% 53% 45% In educaLon 9% ReLred 7% No qualiﬁcaLons Homemaker 8% O-‐Level / A-‐Level / GCSE level Not employed 5% Degree or postgraduate level Annual Salary (UK: 43%) (UK: 42%) (UK: 16%) Up to £15k £20-‐29,999 £20k- 20 999 £40k- 49 999 £40-‐49,999 £70k + £70k+ 12% 8% 18% 21% 13% 16% 12% £15-‐19,999 £15k- 19 999 £30-‐39,999 £30k- 39 999 £50-‐69,999 £50k- 59 999 62% earn over £30K pa 8 Prepared for Surikate by GfK NOP | December 2012 Base : 1591

iPhone survey December 2012 Edition The App Store receives, on average: PER DAY PER WEEK 0.81m 7.1m 4.5m 52.2m Unique visitors Visits Unique visitors Visits9 Prepared for Surikate by GfK NOP | December 2012 NB : Based on 9m UK iPhone owners

iPhone survey December 2012 Edition The majority of iPhone users have upgraded to iOS6 65% of iPhone users have upgraded to iOS6 (compared to 59% of iPad users and only 30% of iPodTouch users). Upgrading behaviour appears linked to age – younger users (under-25s) are most likely have upgraded already A further 30% of those not having upgraded, intend to do so in the next month – again led by the younger users 38% of iPhone users also own an iPad 22% of iPhone users also own an iPod Touch1 Prepared for Surikate by GfK NOP | December 20120

iPhone survey December 2012 Edition iPhone users: number of installed apps* 10 or fewer 18% 11-‐20 27% 21-‐30 19% 31-‐40 12% 41-‐50 8% 51-‐60 5% 61-‐70 3% 71-‐80 2% More than 80 6% *Excluding pre-‐installed apps 11 Prepared for Surikate by GfK NOP | December 2012 Base : 1591

iPhone survey December 2012 Edition When and where are they using the App Store ?12 Prepared for Surikate by GfK NOP | December 2012

iPhone survey iPhone survey December 2012 Edition December 2012 Edition The average iPhone user visits the App Store just under 6 times a week Average for all iPhone users: 5.8 visits per week Average visits per week 26.9 14.6 4.6 1.0 0.2 31% 32% 9% 10% 10% 4% 4% At least once every day 4-‐6 days a week 1-‐3 days a week 1-‐3 days a month 1 day every 2 or 3 Less than 1 day every 3 Never months months Freq of visit Question: personally, how often do you visit the App Store on your iPhone ?13 Prepared for Surikate by GfK NOP | December 2012 Base : 1591

iPhone survey iPhone survey December 2012 Edition December 2012 Edition On average, there are 52.2 million visits on the App Store every week Mon Tue Wed Thur Fri Sat Sun Midnight-‐3am 0.41 0.23 0.24 0.16 0.26 0.22 0.19 3am-‐6am 0.15 0.20 0.23 0.15 0.16 0.12 0.08 6am-‐9am 0.88 0.73 0.77 0.74 0.73 0.56 0.43 9am-‐12 noon 1.65 1.14 1.09 1.12 1.11 1.35 1.28 12 noon-‐3pm 1.31 1.07 1.25 1.12 1.14 1.41 1.28 3pm-‐6pm 1.36 1.28 1.25 1.33 1.37 1.44 1.47 6pm-‐9pm 2.45 2.33 2.48 2.56 2.61 2.51 2.25 9pm-‐Midnight 0.90 0.86 0.88 1.03 1.07 1.21 1.00 Millions of iPhone App Store visitors in each period Ques%on: thinking about the last week, could you tell us on which days and %mes you visited the App Store? 14 Prepared for Surikate by GfK NOP | December 2012 Base : 763

iPhone survey iPhone survey December 2012 Edition December 2012 Edition Example scenario : Friday evening, 6pm – 9pm Mon Tue Wed Thur Fri Sat Sun 2.45 2.33 2.48 2.56 2.61 2.51 2.25 iPhone users browsing the App Store on a typical Friday evening in the UK, between 6pm-9pm will be: •  1.44m men •  1.17m women •  1.28m under-35s (0.39m under-25s) •  0.52m users in London and the south east •  0.81m users in the North of England Based on 9 million iPhone users in UK Question: thinking about the last week, could you tell us on which days and times you visited the App Store?15 Prepared for Surikate by GfK NOP | December 2012 Base : 763

iPhone survey iPhone survey December 2012 Edition December 2012 Edition There is an obvious preferred time for users to browse the Store. However, there is little difference between the days of the week. When are users browsing Top Charts/ Hotspot: 6-9pm 25? Monday 11% 6am – 9am 5% Tuesday 7% 9am – 12 noon 13% Wednesday 10% 12 noon – 3pm 16% Thursday 9% 3pm – 6pm 18% Friday 14% 6pm – 9pm 52% Saturday 19% 9pm – Midnight 29% Sunday 12% Midnight – 3am 3% Any day* 62% 3am – 6am 0% Question: in general, what days do you check the Question: in general, what times of day do you Top 25 / Top Charts ? check the Top 25 / Top Charts? Base: 1149 *NB : ‘Any day’ could not be chosen in16 Prepared for Surikate by GfK NOP | December 2012 conjunction with any other day

iPhone survey iPhone survey December 2012 Edition December 2012 Edition Despite the iPhone being a mobile device, the vast majority of users are browsing at home At home Commu6ng On the move On public With friends At work On the toilet transport 86% 13% 23% 21% 17% 22% 11% 94% of iPad users and 93% of computer/laptop users are browsing the App Store at home. Question: typically where would you be when you visit the App Store on your iPhone?17 Prepared for Surikate by GfK NOP | December 2012 Base : 1529

iPhone survey December 2012 Edition How are they browsing the App Store?18 Prepared for Surikate by GfK NOP | December 2012

iPhone survey December 2012 Edition Within the App Store, which features do you browse? All iPhone users iOS5 iPhone users iOS6 iPhone users Top 25 / Charts 30% Top 25 / Charts 26% Top 25 / Charts 32% Search 28% Search 25% Search 30% Categories 20% Categories 19% Categories 21% Featured 12% Featured 9% Featured 14% Genius Bufon* 4% Genius Bufon* Genius Bufon* 4% Question: which of the following features of the App Store do you use?19 Prepared for Surikate by GfK NOP | December 2012 Base : 1547

iPhone survey iPhone survey December 2012 Edition December 2012 Edition What areas do iPhone users browse within the Top 25/Charts? 13% 11% 8% 28% 40% 74% EveryLme 55% Ohen 40% Rarely 38% Never 26% 25% 24% 1% 6% 11% Free Apps App Categories Paid Apps Grossing Apps Question: and within the Top25 / Charts do you browse...?20 Prepared for Surikate by GfK NOP | December 2012 Base : 1149

iPhone survey iPhone survey December 2012 Edition December 2012 Edition Gaming, entertainment and music apps are the most popular categories Top 12 Categories Top 5 app categories for : Games 70% 1.  Games Entertainment 59% 2.  Entertainment 3.  Food & Drink Music 42% 4.  Music Books 39% 5.  Books Food & Drink 38% News 37% Lifestyle 35% Top 5 app categories for : Social Networking 35% Photo & Video 32% 1.  Games Travel 31% 2.  Entertainment 3.  Sports Health & Fitness 31% 4.  Music Sports 31% 5.  News Question: which of the following categories do you browse in the App Store?21 Prepared for Surikate by GfK NOP | December 2012 Base : 1049

iPhone survey iPhone survey December 2012 Edition December 2012 Edition Getting an app high in the charts is key, because over half of users do not get beyond the first 25 when browsing How far do iPhone users 2% do not look past the first 3 look when browsing? 21% do not look past the first 10 57%* do not look past the first 25 81% do not look past the first 50 92% do not look past the first 100 8% look beyond the first 100 Question: when browsing, typically and approximately how far will you get?22 Prepared for Surikate by GfK NOP | December 2012 Base : 1149

iPhone survey iPhone survey December 2012 Edition December 2012 Edition The Top 25 / Charts plays an influential role in the way iPhone users find and choose apps Using the Top 25 / Charts Each time I check, Im willing to give Apps in the I will often download there are new anything in the Top25/Top apps which I did not apps to see in the Top25 / Charts a Charts are previously know about Top 25 / Charts closer look usually original 75% 67% 64% 63% 58% 57% 49% 37% agree I trust the Top 25 / Apps in the Top25/ I typically just Apps in the Top 25 / Charts to show me the Top Charts are look at the app Charts are usually best available usually high quality in first place in interesting apps detail Question: to what extent do you agree with the following statements...?23 Prepared for Surikate by GfK NOP | December 2012 Base : 1149

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit The average iPhoner spends 11.5 minutes in the App Store per visit Student, 18-‐24 years Female, 25-‐44 years Londoner I visit the App Store nearly 8 times I visit the App Store 5 times a I visit the App Store 7 times a a week and I spend on average week and I spend on average week and I spend on average over 11 minutes per visit. I am nearly 12 minutes per visit. 12 minutes per visit. I am most likely to be covering a lot more My favourite likely to be at home or on the content in categories to browse are: move when I consult the App the App Store than my older - Games Store counterparts (as a result of more -  Entertainment visits per week, yet a similar -  Food& drink average time per visit)24 Prepared for Surikate by GfK NOP | December 2012 Base : 112, 693, 233

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit The app purchase journey25 Prepared for Surikate by GfK NOP | December 2012

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Where do iPhone users usually discover apps… 82% 66% 33% 21% 15% 14% 10% Browsing the App Friends or family Social networking AdverLsing within TV Specialist magazines Blogs or sponsored Store sites apps or websites posts online 33% 32% 15% 14% 10% 16% 15% …and what % of their installed apps were found through each source? Question: how do you discover apps? Question: what % of your apps were found through ….? Base: 175-154726 Prepared for Surikate by GfK NOP | December 2012 Base : 175 - 1547

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Price is the biggest factor in deciding whether to download an app, followed by the app description and reviews Most influential factors in deciding to download Price 65% DescripLon 42% Reviews 41% RaLng 35% An app’s presence in the Top 25 / Charts is not a top influence: RecommendaLon from friend 26% The information about the app within Screenshots 20% the store (Description, Reviews, Rating…) is key to increasing Presence in Top 25 / Charts 8% downloads. Reviews in specialist media 6% Reviews on social networking sites 5% The number of my friends who “liked” it (iOS6 only) 2% Question: which factors are most influential to you when deciding whether to download an app?27 Prepared for Surikate by GfK NOP | December 2012 Base : 1547

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit While word of mouth app recommendation is common, it requires a much better (or worse) experience to generate a written review or user rating I look for apps from I usually rate the my favourite brands 44% I would only 27% apps I download 31% download apps from brands I 80% recognise agree I will recommend apps I often download I like to friends and apps I read about 33% family online When I visit the App Store, I always know 48% what I’m looking for I like to keep up-to- I usually review the apps 47% date with the latest I download apps 36% I often download apps just to test I would never them properly 52% download a paid 42% app C5: to what extent do you agree or disagree with the following statements?28 Prepared for Surikate by GfK NOP | December 2012 Base : 1547

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Appendix29 Prepared for Surikate by GfK NOP | December 2012

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Top Categories by Age Top 5 app categories for categories for categories for Games 70% 59% 18-24s: 25-34s: 35-44s: Music 42% 39% 1. Games 1. Games 1. Games Food & Drink 38% 2. Entertainment 2. Entertainment 2. Entertainment 37% 3. Music 3. Social Networking Lifestyle 35% 3. Food & Drink 4. Social Networking 4. Music 4. News 35% 5. Photo/Video 5. Lifestyle 5. Lifestyle Photo & Video 32% 31% Health & Fitness 31% 31% ULliLes 30% categories for 29% categories for EducaLon 26% 45-54s: 55+: 20% NavigaLon 19% 19% 1. Games 1. Travel Business 18% 2. Entertainment 2. Books 16% 3. Music 3. News Medical 13% 4. Books 4. Utilities 8% 5. News 5. Games/Entertainment Newsstand 8% Question: which of the following categories do you browse in the App Store?30 Prepared for Surikate by GfK NOP | December 2012 Base : 1049

iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit About Surikate Surikate is specialized in the markeLng of mobile applicaLons. Since 2010, Surikate has worked alongside over 300 different clients including some of the biggest agencies (OMD, Group M, Zenith OpLmedia…) and brands (Red Bull, Nike, Samsung…) to ensure the successful launch / promoLon of their mobile applicaLons. Thanks to its innovaLve soluLons, Surikate rapidly established itself as leader on the French market and opened up its London office in September 2012. Surikate’s experLse lies in its combinaLon of knowledge for mobile applicaLon promoLon and its strong grasp of high performance tools. Contact: Noemi McKee (noemi@surikate.com) About GfK GfK is one of the world’s largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovaLng and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to EUR 1.37 billion. To find out more, visit www.gs.com or follow GfK on Twifer: hfps://twifer.com/GfK_en Contact: David Pritchard (David.Pritchard@gS.com) // Fran Darby (Frances.Darby@gs.com) 31

An insight into i phone user behaviour within the app store surikate_gfk

de noemisurikate le 22 janvier 2013

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An insight into i phone user behaviour within the app store surikate_gfk Presentation Transcript