etude surikate / gfk sur les comportement des utilisateurs d'iphone au royaume uni

Prepared by GfK NOP & Surikate December 2012 edition

An insight into iPhone user behaviour within the App Store

P A R I S - L O N D O N

SURIKATE GUARANTEES VISIBILITY IN THE APP STORE CHARTS, A FIXED COST PER INSTALL, DETAILED APP ANALYSIS AND BENCHMARKING.

Offer available in the UK and France 2

About Surikate

Prepared for Surikate by GfK NOP | December 2012 3

UK only

Interviews in November 2012

1591 iPhone owners, weighted* to be representative of audience

10 minute online questionnaire All questions designed to accommodate iOS5 and iOS6

The focus was on App Store usage and user behaviour within the store. Key questions centred around:

§  How often / when / where people are accessing the store

§  The role of the App Store in how people discover apps

§  How people navigate the store §  Which factors influence their decision to

download apps

*Weighted to profile of users on GfK Panels data

Summary:

About this study


The typical iPhone user has 30 or fewer apps on their phone, but a small hardcore of 7% claim to have more than 80 apps installed.

iPhone users are most likely to be browsing at home, although browsing on the move is also common.

The average iPhone user’s App Store visit lasts for 11.5 minutes – these are likely to be a combination of short visits, and longer, more in-depth browsing sessions.

While there is little evidence of a concentration of visits on a particular day, we see that peak App Store hours exist between 6-9pm everyday (with >2m visitors in this time).

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.

The UK iPhone user base shows some small bias towards a younger, female audience, with London and the south east being an area of high iPhone usage. Led by younger users, two-thirds claim to have upgraded to iOS6 – while one-in-three of those who haven’t yet upgraded, plan to do so in the next month.

iPhone App store Usage : Executive Summary

iPhone survey December 2012 Edition iPhone survey December 2012 Edition

iPhone users spend, on average, 11-and-a-half minutes on the App Store per visit

iPhone survey December 2012 Edition Executive Summary

Base : 1547


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

It is a regularly-used feature: 74% of App Store visitors are browsing the Top 25 or Top Charts on a frequent basis

However, presence here alone is not sufficient to drive usage – users need to see strong Description, Reviews and Ratings to be convinced to download

iPhone survey December 2012 Edition

iPhone App store Usage : Executive Summary



iPhone survey December 2012 Edition Executive Summary

1/3 of apps installed on iPhones* are discovered by users browsing through the App Store Charts

There exists a significant barrier for iPhone users to engage with Paid Apps, with few claiming to navigate to the Paid Apps section on every visit – whereas almost three-quarters will check Free apps each time

It is trusted: 75% of iPhone users claim they download apps they did not previously know about having discovered them in the Top 25 / Top Charts.

*excluding native apps

Base : 1547


What does the UK iPhone market

look like?


Prepared for Surikate by GfK NOP | December 2012 7 Base : 1591

47%

53% 14%

28%

27%

16%

11% 4% 18-‐24

25-‐34

35-‐44

45-‐54

55-‐64

London 15% South east 15% North west 11%

Yorkshire/Humber 9% South west 9%

East Midlands 8% West Midlands 8%

Scotland 8% East of England 7%

North east 5% Wales 5%

Northern Ireland 2%

49%

51% 12%

17%

18% 18%

15%

21% 18-‐24

25-‐34

35-‐44

45-‐54

55-‐64

London 12% South east 14% North west 11%

Yorkshire/Humber 9% South west 9%

East Midlands 7% West Midlands 9%

Scotland 9% East of England 9%

Northeast 4% Wales 5%

Northern Ireland 2%

UK demographics

UK iPhone market demographics



High rates of employment and university education, along with a greater-than-average salary, suggest an affluent audience

Base : 1591

2%

45% 53%

Education Level

No qualificaLons

O-‐Level / A-‐Level / GCSE level

Degree or postgraduate level

53%

18%

9%

7%

8%

5%

Employed full Lme

Employed part Lme

In educaLon

ReLred

Homemaker

Not employed

Employment Status

Up to £15k

£15-‐19,999

£20-‐29,999

£30-‐39,999

£40-‐49,999

£50-‐69,999

£70k +

62% earn over £30K pa

(UK: 43%) (UK: 42%) (UK: 16%)

12% 8% 18% 21% 13% 16% 12%


Annual Salary

£20k- 20 999

£15k- 19 999 £30k- 39 999

£40k- 49 999

£50k- 59 999

£70k+

Prepared for Surikate by GfK NOP | December 2012 9 NB : Based on 9m UK iPhone owners

The App Store receives, on average:

0.81m

PER DAY PER WEEK

Unique visitors

7.1m Visits

52.2m

Visits

4.5m

Unique visitors



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 Touch


The majority of iPhone users have upgraded to iOS6


*Excluding pre-‐installed apps

18%

27%

19%

12%

8%

5%

3%

2%

6%

10 or fewer

11-‐20

21-‐30

31-‐40

41-‐50

51-‐60

61-‐70

71-‐80

More than 80


iPhone users: number of installed apps*


When and where are they using the App Store ?


26.9 14.6 4.6 1.0 0.2

9% 10%

31% 32%

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 months

Less than 1 day every 3 months

Never


Average for all iPhone users: 5.8 visits per week

The average iPhone user visits the App Store just under 6 times a week

Question: personally, how often do you visit the App Store on your iPhone ?



Average visits per week

Freq of visit


Mon Tue Wed Thur Fri Sat Sun

Midnight-‐3am

3am-‐6am

6am-‐9am

9am-‐12 noon

12 noon-‐3pm

3pm-‐6pm

6pm-‐9pm

9pm-‐Midnight

0.41 0.23 0.24 0.16 0.26 0.22 0.19

0.15 0.20 0.23 0.15 0.16 0.12 0.08

0.88 0.73 0.77 0.74 0.73 0.56 0.43

1.65 1.14 1.09 1.12 1.11 1.35 1.28

1.31 1.07 1.25 1.12 1.14 1.41 1.28

1.36 1.28 1.25 1.33 1.37 1.44 1.47

2.45 2.33 2.48 2.56 2.61 2.51 2.25

0.90 0.86 0.88 1.03 1.07 1.21 1.00

Millions of iPhone App Store visitors in each period

On average, there are 52.2 million visits on the App Store every week

Ques%on: thinking about the last week, could you tell us on which days and %mes you visited the App Store?




Based on 9 million iPhone users in UK

Mon Tue Wed Thur Fri Sat Sun

2.45 2.33 2.48 2.56 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

2.61

Example scenario : Friday evening, 6pm – 9pm

Question: thinking about the last week, could you tell us on which days and times you visited the App Store?



Base : 763

Prepared for Surikate by GfK NOP | December 2012 16 *NB : ‘Any day’ could not be chosen in

conjunction with any other day

11%

7%

10%

9%

14%

19%

12%

62%

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Any day*

When are users browsing Top Charts/25?

5%

13%

16%

18%

52%

29%

3%

0%

6am – 9am

9am – 12 noon

12 noon – 3pm

3pm – 6pm

6pm – 9pm

9pm – Midnight

Midnight – 3am

3am – 6am

Hotspot: 6-9pm

There is an obvious preferred time for users to browse the Store. However, there is little difference between the days of the week.

Question: in general, what days do you check the Top 25 / Top Charts ?

Question: in general, what times of day do you check the Top 25 / Top Charts? Base: 1149




At home Commu6ng On the move On public transport

With friends At work On the toilet

86% 13% 23% 21% 17% 22% 11%

94% of iPad users and 93% of computer/laptop users are browsing the App Store at home.

Despite the iPhone being a mobile device, the vast majority of users are browsing at home

Question: typically where would you be when you visit the App Store on your iPhone?




How are they browsing the App Store?



30%

28%

20%

12%

4%

Top 25 / Charts

Search

Categories

Featured

Genius Bufon*

All iPhone users iOS5 iPhone users

26%

25%

19%

9%

Top 25 / Charts

Search

Categories

Featured

Genius Bufon*

iOS6 iPhone users

32%

30%

21%

14%

4%

Top 25 / Charts

Search

Categories

Featured

Genius Bufon*

Question: which of the following features of the App Store do you use?

Within the App Store, which features do you browse?



What areas do iPhone users browse within the Top 25/Charts?

6% 11% 24%

26%

38%

40%

25%

55% 40%

28%

74%

13% 11% 8%

Free Apps App Categories Paid Apps Grossing Apps

EveryLme

Ohen

Rarely

Never

Question: and within the Top25 / Charts do you browse...?



1%


70% 59%

42% 39% 38% 37% 35% 35%

32% 31% 31% 31%

Games Entertainment

Music Books

Food & Drink News

Lifestyle Social Networking

Photo & Video Travel

Health & Fitness Sports

Top 12 Categories Top 5 app categories for : 1.  Games 2.  Entertainment 3.  Food & Drink 4.  Music 5.  Books

Top 5 app categories for : 1.  Games 2.  Entertainment 3.  Sports 4.  Music 5.  News

Gaming, entertainment and music apps are the most popular categories

Question: which of the following categories do you browse in the App Store?




21%

92%

81%

57%*

8% look beyond the first 100

2%

do not look past the first 10




do not look past the first 3 How far do iPhone users look when browsing?

Getting an app high in the charts is key, because over half of users do not get beyond the first 25 when browsing

Question: when browsing, typically and approximately how far will you get?




Using the Top 25 / Charts I will often download apps which I did not

previously know about

Apps in the Top 25 / Charts are usually

interesting

Each time I check, there are new

apps to see in the Top 25 / Charts

I trust the Top 25 / Charts to show me the

best available apps

I'm willing to give anything in the

Top25 / Charts a closer look

Apps in the Top25/Top Charts are

usually high quality

Apps in the Top25/Top Charts are

usually original

I typically just look at the app in first place in

detail

75% agree 67% 64% 63% 58% 57% 49% 37%

The Top 25 / Charts plays an influential role in the way iPhone users find and choose apps

Question: to what extent do you agree with the following statements...?



Prepared for Surikate by GfK NOP | December 2012 24 Base : 112, 693, 233

Female, 25-‐44 years Londoner Student, 18-‐24 years I visit the App Store nearly 8 times

a week and I spend on average over 11 minutes per visit. I am likely to be covering a lot more

content in the App Store than my older

counterparts (as a result of more visits per week, yet a similar

average time per visit)

I visit the App Store 5 times a week and I spend on average

nearly 12 minutes per visit. My favourite

categories to browse are: - Games -  Entertainment -  Food& drink

I visit the App Store 7 times a week and I spend on average 12 minutes per visit. I am most likely to be at home or on the move when I consult the App

Store




The average iPhoner spends 11.5 minutes in the App Store per visit


The app purchase journey




Prepared for Surikate by GfK NOP | December 2012 26 Base : 175 - 1547

82%

66%

33% 21%

15% 14% 10%

Browsing the App Store

Friends or family Social networking sites

AdverLsing within apps

TV Specialist magazines or websites

Blogs or sponsored posts online

Where do iPhone users usually discover apps…

…and what % of their installed apps were found through each source?

33% 32% 15% 14% 10% 16% 15%

Question: how do you discover apps? Question: what % of your apps were found through ….? Base: 175-1547






An app’s presence in the Top 25 / Charts is not a top influence: The information about the app within the store (Description, Reviews, Rating…) is key to increasing downloads.

65%

42%

41%

35%

26%

20%

8%

6%

5%

2%

Price

DescripLon

Reviews

RaLng

RecommendaLon from friend

Screenshots

Presence in Top 25 / Charts

Reviews in specialist media

Reviews on social networking sites

The number of my friends who “liked” it (iOS6 only)

Most influential factors in deciding to download

Price is the biggest factor in deciding whether to download an app, followed by the app description and reviews

Question: which factors are most influential to you when deciding whether to download an app?






80% agree

33%

27%

I will recommend apps I like to friends and

family

I usually rate the apps I download

I usually review the apps I download

52%

48%

47%

42%

36% I would never

download a paid app

I often download apps just to test them properly

When I visit the App Store, I always know what I’m looking for

I often download apps I read about

online

I like to keep up-to-date with the latest

apps

I would only download apps from brands I

recognise

44% 31%

I look for apps from my favourite brands

C5: to what extent do you agree or disagree with the following statements?


While word of mouth app recommendation is common, it requires a much better (or worse) experience to generate a written review or user rating










Appendix


70% 59%

42% 39% 38% 37% 35% 35% 32% 31% 31% 31% 30% 29% 26%

20% 19% 19% 18% 16% 13%

8% 8%

Games

Music

Food & Drink

Lifestyle

Photo & Video

Health & Fitness

ULliLes

EducaLon

NavigaLon

Business

Medical

Newsstand

categories for 18-24s: 1. Games 2. Entertainment 3. Music 4. Social Networking 5. Photo/Video

Top 5 app categories for 25-34s: 1. Games 2. Entertainment 3. Social Networking 4. Music 5. Lifestyle

categories for 35-44s: 1. Games 2. Entertainment 3. Food & Drink 4. News 5. Lifestyle

categories for 45-54s: 1. Games 2. Entertainment 3. Music 4. Books 5. News

categories for 55+: 1. Travel 2. Books 3. News 4. Utilities 5. Games/Entertainment

Top Categories by Age

Question: which of the following categories do you browse in the App Store?

iPhone survey December 2012 Edition iPhone survey December 2012 Edition iPhone survey December 2012 Edition




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 ([email protected]) 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 ([email protected]) // Fran Darby ([email protected])

iPhone survey December 2012 Edition iPhone survey December 2012 Edition iPhone survey December 2012 Edition




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