In a survey conducted by Google in partnership with TNS it was revealed how varied the consumer behaviour is even among the various Asia Pacific countries. The results gathered reveal interesting facts and figures about consumer behaviour with apps and how app developers and marketers can use the data to their benefit when considering their next app.

1. App Consumers Behaviour In Asia
Pacific: Interesting Facts
There is an immense competition in the apps market. Developers and marketers are trying
every single marketing technique to get their app noticed, downloaded and used. Although
smartphones have penetrated the entire world, Asia has emerged as one of the biggest app
markets. The competition among brands has reached an all new level and it has become
extremely difficult for newer brands especially to stay innovative to get noticed!
Google carried out a rather interesting mobile app usage study among smartphone users in
eight different Asian countries. The study reveals some interesting facts, breaks some
stereotypes and provides a statistical report to developers and marketers to incorporate in
their app development and marketing strategies. It is always imperative that one has studied
their target market well enough to execute their marketing plans effectively.
The research they conducted targeted a group of 1000 smartphone users in all the eight
countries in Asia Pacific; Singapore, Hong Kong, Japan, Korea, Australia, India, Taiwan and
Indonesia. Here is what the research team at Google in partnership with the TNS found out:
 The extent of mobile app installation is directly related to smartphone penetration in
these countries. Out of the 8 countries in the survey, Singapore, Korea, Hong Kong,
Taiwan, Australia and Japan have the highest percentage of smartphone penetration,
more than 50%!
 And better yet, Korea remains the undisputed leader of app installation in the region
with over 57 apps downloaded on an average per user. That is a huge number!
Singapore, Hong Kong and Taiwan follow behind with 40 apps downloaded per
consumer on average.
 As the smartphones continue to penetrate even further in these markets and around
the globe, the number of apps downloaded on average per person is going to rise.
 The most important information for brands and developers to execute effective app
marketing is to know how most of the people get to know about the kind of app they
intend to market. Yes there is a difference. Although most of the users would arrive at
an app through recommendations from friends and family there are a lot of other
people actively looking for apps through other means, search engines, social media or
by browsing through the app store.
 The most common types of apps installed across APAC region are gaming, social
networking and messaging apps. While social networking apps are the most frequently

2. used in Australia, India and Indonesia; Hong Kong, Singapore and Taiwan are obsessed
with messaging apps. On the other hand, Japan and Korea prefer using news/search
driven apps.
 Smartphone penetration over 50% suggests people in these countries use their phones
a lot, more than 3 hours per day in Hong Kong, India, Indonesia and Taiwan to be
specific. Brands should capitalize on this situation and offer branded apps to consumers
to get in touch with their consumers in their little moments. A lot of brands are already
doing that.
 Branded apps for shopping are on a rise in India and Indonesia even though smartphone
penetration is in its early stages there. Consumers in Korea and Taiwan use online
banking apps more than any other branded apps and in Hong Kong eatery/restaurant
apps are the most popular branded apps.
 So we see a pattern here, right? That is pretty useful when you consider building and
marketing a certain app next time.
Understanding how people mostly use apps in these countries can give mobile app developers
and marketers a good guidance on how to integrate various useful features and functionalities
into their next app, how to market, what paths to prefer over others and what to expect in the
end.