the app economy in mena by on device research; arabnet digital summit 2015
TRANSCRIPT
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
LONDON – SINGAPORE – DUBAI OnDeviceResearch.com
App Economy - MENANader Kobeissi
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
On Device Research uses the mobile internet to gain access to consumer opinions at any time or place.The company has conducted over 25 million surveys in 85 countries, and has offices in London, Dubai and Singapore.
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
Methodology + sample
• Mobile panel lists answer survey in their browser
• Survey automatically optimised for their device to offer best
experience
• Sample is representative of the smartphone owners in each country
• Sample of N=500 per country in: Jordan, Lebanon, Egypt, UAE & KSA
• Profiled on age, gender, region, nationality and income
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA LONDON - SINGAPORE – DUBAI
OnDeviceResearch.com App economy - MENA
How many apps have you downloaded in the past month?
52% Download 5+ Apps
2%
Download 0 Apps
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
51% Saudi Arabia 41% UAE32% Egypt
40% of mobile internet users pay to download Apps
41% Lebanon
35% Jordan
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
Games & Social Media related Apps are the most popular
Lifestyle
Weather
Health & Fitness
Shopping
Photography and video
Education
Sports
Music
Social media
Games
14%
15%
16%
18%
20%
21%
27%
28%
37%
60%
Most Downloaded Apps…
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
Different clusters of apps used by different profiles of consumers
29% 31% 33% 35% 37% 39% 41% 43% 45%15%
20%
25%
30%
35%
40%
Business
Lifestyle
Games
MusicSocial media
Education
Health & Fitness
Finance
News and mag-azines
Photography and video
Shopping
Sports
Travel
Weather
Utilities
% Over 30
% F
em
ale
Further to the right = Older
Higher Up = More Female
Larger the bubble = Greater Popularity
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
29% 31% 33% 35% 37% 39% 41% 43% 45%15%
20%
25%
30%
35%
40%
Business
Lifestyle
Games
MusicSocial media
Education
Health & Fitness
Finance
News and mag-azines
Photography and video
Shopping
Sports
Travel
Weather
Utilities
% Over 30
% F
em
ale
Different clusters of apps used by different profiles of consumers
Further to the right = Older
Higher Up = More Female
Larger the bubble = Greater Popularity
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
29% 31% 33% 35% 37% 39% 41% 43% 45%15%
20%
25%
30%
35%
40%
Business
Lifestyle
Games
MusicSocial media
Education
Health & Fitness
Finance
News and mag-azines
Photography and video
Shopping
Sports
Travel
Weather
Utilities
% Over 30
% F
em
ale
Different clusters of apps used by different profiles of consumers
Further to the right = Older
Higher Up = More Female
Larger the bubble = Greater Popularity
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
29% 31% 33% 35% 37% 39% 41% 43% 45%15%
20%
25%
30%
35%
40%
Business
Lifestyle
Games
MusicSocial media
Education
Health & Fitness
Finance
News and mag-azines
Photography and video
Shopping
Sports
Travel
Weather
Utilities
% Over 30
% F
em
ale
Different clusters of apps used by different profiles of consumers
Further to the right = Older
Higher Up = More Female
Larger the bubble = Greater Popularity
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
App store ranking & reviews central to App discovery
Appfinder' app
Recommendations - media / blogs
Advertising / Marketing
App store - Featured section
App store - Bestseller lists
Recommendations - friends
App store - random browsing
10%
17%
19%
30%
30%
32%
37%
How do you find new apps?
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
44% of consumers use In-App purchases
Purchase Cancel
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
39% of people said they would make a one off payment within an App to avoid advertising
39% 37%29%
19%
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
3% Purchase apps + Don’t do
In-app
53% Never spend money on apps
37% Purchase Apps +
Do In App Purchases
8% In-app purchases + Don’t purchase apps
Purchase in-app
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
58% of 40 to 49 year olds pay for apps, compared to 43% of 19-24 year oldsPurchase Apps or use In-App Payments
19-24 25-29 30-39 40-49
43%49% 50%
57%
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA LONDON - SINGAPORE – DUBAI
OnDeviceResearch.com App economy - MENA
22% said they don’t spend more on Apps because they don’t find interesting enough Apps
20% I don’t trust the payment security
19% I have to share too much personal information
16% I can’t find what I want to buy
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA LONDON - SINGAPORE – DUBAI
OnDeviceResearch.com App economy - MENA
35% of Smartphone owners in the KSA said that engaging with a brand they know is the number one factor
that will build their trust in mobile payment …
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
What would build your trust in mobile apps and payments?
Directed by a school or employer
Having bought from the merchant before
Full disclosure about intentions of my personal information
Directed by a friend or relative
Greater efforts made towards in personal data protection
Engaging with brands I know
Positive reviews or feedback ratings
An app which protects security and privacy
11%
12%
18%
22%
25%
26%
28%
28%
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
81% Saudi Arabia 39% UAE67% Egypt
81% of people in the KSA download Arabic apps vs. 39% in the UAE
54% Lebanon
70% Jordan
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA LONDON - SINGAPORE – DUBAI
OnDeviceResearch.com App economy - MENA
People in the GCC don’t download more Arabic Apps cause they don’t find what they want nor find the Arabic Apps of good quality
Why don't you download more Arabic mobile Apps?
I don’t trust Arabic mobile apps
I had previous bad experiences with Arabic mobile apps
I don't know how to find Arabic mobile apps
I don't find them of good quality
I don’t find what I want in Arabic mobile apps
I prefer international apps
12%
16%
16%
30%
31%
34%
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA LONDON - SINGAPORE – DUBAI
OnDeviceResearch.com App economy - MENA
1. Discovery of Apps is based on reviews & ratings more than
on Marketing/Advertising
2. Large number of people willing to pay either for Apps or in-
Apps
3. Great need for better Arabic content
OnDeviceResearch.com LONDON - SINGAPORE – DUBAI App Economy - MENA
Get in touch
Nader Kobeissi
[email protected]+971 55 154 6263
@naderkob
www.ondeviceresearch.com