iphone I am - online research community with iPhone users uncovers brand insights

iPhone, I am
Insights from an online research community
Dianne Gardiner

Fastest user growth in consumer technology history
Morgan Stanley: The Mobile Internet Report December 2009

25% of the smartphone market in the US
28% of mobile enabled market in Australia
What’s the fascination with
the iPhone?
Comscore April 2010, Nielsen Australia April 2010

We asked them
112 iPhone users across Australia
6 week Online Research Community
March – April 2010

Why an iPhone?
It’s the latest gadget
It’s cool
It’s an Apple
I’m a Macfan
My old phone died
It’s time to change
It’s a phone & an iPod
I’ve heard good things

At point of purchase it’s about what it is, not what it can do.
Most new iPhone owners have no idea….

A Post-purchase revelation
It does much more than I expected. It’s changed my life…well parts of it.

Yours is different to mine,
because it’s about
me and my life.

More entertained
More efficient
More connected
More freedom
More enabled
It’s about convergence, access, usability and utility.
Love
iPhone

“I don’t use a street directory
anymore, I don’t take my laptop everywhere,
I’m more productive when I’m away from the office. I love
the calendar and use it extensively. I use the eBay app,
and the Paypal app too. I also use it as an entertainment
and information unit. My kids think I’ve become a nerd,
but it just provides me with so many things I need
and like, all on the go, and pretty much anywhere
I am. I know it sounds a bit grandiose, but
the iPhone has certainly changed the way
I interact with the world”
– James, 54 years, Business Manager

desire
When was the last time a brand or product had this effect on you?
delight
dependency

From initially curious to completely committed
How much difference has owning an iPhone made to elements of your life or the way you do things?
Yeah, some difference
34%
Nope, no difference - 2%
It’s made a big difference!
64%

By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser.
So these  and maybe this 
Means less time using the internet, on a computer 
Gartner: Ten Mobile technologies to watch in 2010-2011

Less time on the computer,
more on mobile devices
2 in 5 iPhone users are spending less time now on the internet on a computer
Internet use since acquiring iPhone

More time on the smartphone using
apps
m.sites (if only there were more…)
and sometimes even ‘classic’ sites

Classic sites are frustrating
Flash makes you invisible

There is a difference in information sought
Bite size
not the ‘full meal’

There are a lot of stats on apps
99.4%
100,000+
apps in store in 77 countries in
20 categories
$2.86USD average price of apps in Australia
of apps sold in 2009 were through the Apple App Store
3,000,000,000+
apps downloaded since Apple app store launch
Estimated App store revenue
$6.8b USD
in 2010
Almost half of worldwide mobile internet advertising traffic comes from iPhone OS
Gartner 2009, Apple, Distimo, Admob

But what do we know about why people choose and use apps ?
Are they really used?
What’s the point?

Latitude Insights iTalk Community: Favourite apps

A new door has opened to allow brands to engage with customers
(and it’s not just about mobile advertising)

Our screens are prime ‘real estate’ for mini-experiences, whether they’re functional, informative or frivolous.
It’s another way of connecting with the brand.

What makes a great app?
Unique
Fulfills an unmet need
Delivers what it promises
Makes a difference to people in terms of factors like:
Time
Convenience
Ease
Enjoyment
Knowledge
Access

Consumers want apps that make a difference to their lives in some way.
“Good apps are the ones that make your life easier. They let you do things you would normally do at home but on the run”
“The intuitive ones, that save you time on everyday tasks”

“I was disappointed with Coles (app) in particular because it looked promising at first. But there are so many products not in it that it makes the whole thing useless. Now it being a lame app hasn’t stopped me shopping at Coles. Having said that if Safeway was to come out with a really good app it might make me switch.
A long time ago I dumped Yellow Pages and decided that if they don’t have a website than I don’t want to do business with them anyway. I haven’t quite got to that stage with mobile but I doubt it is too far off. ”
– Kate, 23 years, IT support

Some apps are pointless
Don’t fulfill their promise
Not fully functional or are ‘buggy’
Too slow or complicated
Don’t offer any advantage to obtaining the information or experience from another channel
Bad apps get trashed

Not all branded apps can embed themselves in our smartphones for the long-term.
Sometimes, being around for a good time not a long time, can be just as effective in delivering a brand experience.
Part of my life
Look at me!
Handy helper

Part of my life
Occupy prime real estate on screen
Used frequently
Facilitates a behavioral change

Handy helper
Less frequently accessed because less frequent behaviour
New touch point for brand, but not major distribution channel

Look at me!
Short term, high impact
May be time/occasion/event specific

What kind of brand experience can you deliver?
Part of my life
Handy helper
Look at me!
Short term
Ongoing and frequent
Ongoing but infrequent

Apps are not about generating revenue.
Brands can’t charge for apps - especially if it’s a channel for customer engagement.
Small change really…
Pinch media estimates the ‘average’ paid app generates ~$12,000USD from downloads.

$3.50
$2.29
10 minutes
Multiple use
app
Apps are cheaper, last longer, but harder to spend money on…

Free Apps dominate their phones
How many free apps do you have?
Two in five have more than 20 free Apps
Latitude Insights iTalk Community: : How many of free Apps do you have?

Paid for Apps are far fewer
Almost one in two have <5 paid apps
Latitude Insights iTalk Community: How many of free and paid for Apps do you have?

If they’re doing it why can’t you?
?
?
?
?
?
?
?
?
?
?
?
?
?
?

Hello apps, where are you?
Seeking apps:
Top 25 list
Browsing the store
Key word searches
Word of mouth
Apps about apps
But brands need to inform:
Media / advertising
Reviews on blogs, forums, etc

Not every brand needs to be an app – mobile sites are just as relevant.
“My favourite is Boozle, so I can find my beer at the cheapest price at the closest bottlo”
“Qantas is on the right path with their mobile site, if only it could be expanded more, to check flight availability, make bookings, check your frequent flyer account…”

To app, or not to app?
Apps are…
Perceived as faster
More self-contained
Direct delivery of content
Own iPhone real estate/constant presence
Mobile sites…
Don’t clutter your screen
Good for infrequent visits
Good for smartphones, not just iPhones

“I think with many companies, just a mobile enabled website is enough. I don’t want to have a huge number of apps on my mobile when I only use them occasionally”
“I think it’s a great way for a business to grow and keep customers happy by creating an iPhone app…it makes it so much easier for us as customers”
“I think there is room for both mobile sites and apps. Personally I prefer an app for things that are used frequently, and a mobile site for information accessed a little less frequently. I don’t really like clutter on my phone but I would have any app that I find really useful”
“I want to be able to interact with businesses through my phone…I think companies need to do their research as to what their customers want. I don’t believe a lot of companies are planning for the future or are just lazy in this area”
The point is, they expect to be able to engage with major companies via their smartphone

“I’ll tell you what I want, what I really, really want”
Whether a branded app or a mobile site:
Easy to use
Simple
Intuitive
Relevant
It doesn’t have to be everything, just the bits that are important when people are mobile.

Let’s let Rachael from our community have the last say…
“I no longer wait to get on my computer to
‘Google it’. I have instant answers to all my questions!
And apps…ahh, all those apps. I was astounded by
the multitude of really useful (and not so useful) things
I could do with my iPhone. I love the ‘honeymoon’ period
when you try out all the functions and play around and
have fun with your new toy…well let me tell you,
my iPhone and I are still honeymooning nearly
a year after we met ;)…still in love…”

Thank youDianne Gardiner, Managing Directore dianne@latitudeinsights.com.aup 03 9571 1199t @DiGardinerwwww.latitutdeinsights.com.au & www.parallelinsights.com

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iphone I am - online research community with iPhone users uncovers brand insights

by Latitude Insights on Jul 26, 2010

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