An insight into i phone user behaviour within the app store surikate_gfk
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  • 1. An insight intoiPhone userbehaviour within PARIS - LONDONthe App Store Prepared by GfK NOP & Surikate December 2012 edition
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. iPhone survey December 2012 Edition What does the UK iPhone market look like?6   Prepared for Surikate by GfK NOP | December 2012
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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  
  • 11. 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
  • 12. iPhone survey December 2012 Edition When and where are they using the App Store ?12   Prepared for Surikate by GfK NOP | December 2012
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. iPhone survey December 2012 Edition How are they browsing the App Store?18   Prepared for Surikate by GfK NOP | December 2012
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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