Comm215 - Mobile Applications


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An original research report done by Comm215 students in Singapore
> Management University, delving into Singapore smartphone "app" users.
> A survey, consisting of 246 participants was used to conclude findings
> on smartphone & app usage. Core recommendations centered around "apps"
> - their use, present and future trends (as well as dream apps).

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Comm215 - Mobile Applications

  2. 2. AGENDA Find out how companies - Advertisers / Developers / Phone Makers - can use mobile applications in their corporate communication challenge 1st : To understand 2nd : To apply
  3. 3. Mobile Usage in Singapore Introduction / Background This introductory study aims to understand how Singaporean youths utilize mobile technology By providing insight on the following: Internet penetration on mobiles Application download, purchase, usage behaviors Social Media usage on the different mobile platforms We will follow our observations to recommendations to the 3 most relevant business stakeholders for mobile technology advancement Advertisers Developers Businesses in general
  4. 4. 246 people, between the age of DEMOGRAPHICS 16 to 35, were surveyed. OCCUPATION BRAND Banking Apple Hospitality BlackBerry Education HTC Health LG Student Motorola Unemployed Nokia Others Samsung Sony Ericsson Others 80 QWERTY keyboard Supports Internet 80 Email Funtionality 60 None of the above Yes 60 No 40 40 20 20 GPRS 3G 0 0 WiFi FEATURES IN PHONE HAS INTERNET? MEANS TO INTERNET? Hyperlink to survey:
  5. 5. OCCUPATION BASED FINDINGS/RECOMMENDATIONS Findings: Majority of sample population are students The most saturated brand -> iPhone across all job categories Cross tabulations: Brand: Across each occupation the iPhone is the most frequently used hand-set (except for hospitality industry – Sony 66.67% of users). Internet Access: According to the survey 76.76% of participants said that their phone supported Internet access. Application Stores: On average 56.51% of respondents said that their phone has an application store.
  6. 6. AGE BASED FINDINGS/RECOMMENDATIONS Findings: Assumption that the older the age group, the more they earn holds true The older/richer users are more likely to download paid apps However, as income grows, the spend on applications is less The frequency of application store access increases with the age group and income There is no correlation between the brand of phone and age of users Recommendations: Developers: Can gain revenues from creating paid apps or premium versions for adults, especially those who are working. Expensive applications should be targeted towards the younger age groups. A reasonable cause for younger youths splurging more on paid applications could be due to status-chase or “scarcity effects” - since paid applications require credit cards and permission, the ability to have paid applications may cause younger youths to feel more unique (analogy to buying alcohol over 18)
  7. 7. GENDER BASED FINDINGS/RECOMMENDATIONS Findings: Most smart phone users (male and female) have access to application stores: 75.5% of males and 76.9% of females Gender-based application store behavior: While males tend to download more paid applications (44.1% as compared to 28.3% for females), 90.3% of males spend less than $5 per month (as compared to 76.5% for females) on apps. A considerable proportion of males (44.1%) are able to download paid applications for free while 17.6% of women are able to do so. Males are therefore more likely to respond and purchase paid applications only if they are cheap. Women, as most of them are unable to download paid applications for free, are more likely to rely on free apps or to selectively pay for apps known to be worth purchasing.
  8. 8. GENDER BASED FINDINGS/RECOMMENDATIONS Recommendations: All clients: Important to recognize the marketing potential of applications. This is supported by the high numbers of smart phone users having access to application stores and increasing number of smartphone users. Businesses: A low price tag remains the primary deciding factor as to whether or not both gender groups will purchase an app. Developers: As women are more likely to spend more on apps and are less likely to obtain paid applications for free, creating paid apps targeted at females is an avenue worth exploring.
  9. 9. INCOME BASED FINDINGS/RECOMMENDATIONS Findings: Of the 246 people, 87% have an income of SGD$3000 and below Income does not contribute to brand preference Spending on applications is also independent of income More people were more willing to make online purchases as compared to iBanking Recommendations: Phone Companies: Price would not be the best differentiator in Singapore because consumers would not necessarily choose the cheapest or cost-effective option. Brand or status factors appear to be at play. Advertisers: Regardless of income group, mobile applications do not appear to be the best avenue for advertising, unless they sponsor applications that consumers can download for free.
  10. 10. BRAND BASED FINDINGS/RECOMMENDATIONS Findings: Mobile internet access is: High Lowest (LG - 44.4%), Highest (97.4% - Apple) Application store behavior: Most brands have majority of users utilizing an application store iPhone users are by far the most frequent users of their application store (34% visiting >15 times a month) The majority of Singaporeans would prefer free applications (with iPhone users being the most willing to pay for a Paid App – 54%) Recommendations: Developers: The iPhone platform is the most attractive for application releases, due to high usage (both visits and downloads) and willingness amongst users to pay for applications. Businesses: If they wish to create applications for their business, the applications should be free or premium based.
  11. 11. PHONE & INTERNET BASED FINDINGS/RECOMMENDATIONS Findings: Usage Smartphones (54%), Internet access (77%) Sources of Internet: GPRS (39%), 3G (79%), WiFi (70%) Recommendations: Telcos: Establish and develop 3G plans that cater to different needs and markets. Vendor smartphones that boast downloadable applications, 3G & WiFi features Developers: Possibility of applications that rely on the Internet for functions. This enables realtime updates, in-app purchases, etc. Advertisers: Can deploy ads in applications found in application stores of high usage brands such as Apple & Nokia. Phone companies: Internet based phones are the future
  12. 12. TOP 5 APPLICATIONS Findings: Facebook is the top application (29.4%) adopted by smartphone users. This is followed by chat applications (17.2%) such as MSN and Meebo. Games (15.6%), camera functions (10.6%) and email assume the third, fourth and fifth positions respectively (8.9%). Recommendations: Phone Companies: Leverage on Facebook’s popularity on the mobile and take advantage its influence both as an application and component of smartphones. Developers: Smartphone users are widely responsive to chat applications, hence developers may look into further exploring this option. Businesses/Developers/Phone Companies: Social media applications are the most marketable, taking the bulk of top applications adopted by smartphone users. Hence, clients may exploit this knowledge and venture accordingly, making social media applications a key feature. Games, camera and email functions remain as vital components of smart phones and must continue to be included.
  13. 13. FUTURE TRENDS BASED FINDINGS/RECOMMENDATIONS New Trends being adopted Internet-banking: In general, smartphone users of all smartphone brands are still apprehensive (none reached 50% approval rating) Location-based technologies: Two-thirds of smartphone users are still insecure about revealing their location. Secure purchases: Most smartphone users are ready & calling for an advancement in this direction On Secure Purchases Developers: Should begin proposing to businesses that a smartphone application could help them. Businesses: Should begin developing applications to engage and capture this new retail channel
  14. 14. DREAM APPLICATIONS Live Trading & Stocks Online Purchases Drama Series App App Security Multitasking Location Tracker App App eBooks All-in-One Movie S.N.S App App Time Machine (system restore) Mobile Wallet Phone Banking App App MS Office/iWork
  15. 15. CONCLUSION Applications of these data, finding and recommendations... - Internet based applications with social media functions is the present & future of mobile platforms - Using the dream applications as a “scope” to what might be developed, security/privacy apps may be the next top download. Users are also using their smartphones for functionalities above calling and messages, and this may call for apps that sync or back up important information through an internet storage. eBooks, education, live trading through internet platforms such as twitter (offering real time news from your brokers), are all possible future applications on the mobile. The list upwards is long, but the groundworks have been revealed.