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An insight into
iPhone user
behaviour within             PARIS - LONDON




the App Store


     Prepared by GfK NOP & Surikate
     December 2012 edition
About Surikate




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




2	
      Offer available in the UK and France
About this study


         The focus was on App Store usage and
         user behaviour within the store.
         Key questions centred around:
                                                                    Summary:
               §  How often / when / where people are
                   accessing the store                                UK only
               §  The role of the App Store in how people
                   discover apps                                      Interviews in
               §  How people navigate the store                      November 2012
               §  Which factors influence their decision to
                                                                      1591 iPhone owners, weighted*
                   download apps
                                                                      to be representative of
                                                                      audience

                                                                      10 minute online questionnaire

                                                                      All questions designed to
                                                                      accommodate iOS5 and iOS6




3	
     Prepared for Surikate by GfK NOP | December 2012       *Weighted to profile of users on GfK Panels data
iPhone survey                               iPhone App store Usage :
                                                                   iPhone users spend, on average, 11-and-a-half
        Executive Summary
                      December 2012 Edition                                    minutes on the App Store per visit
                                                                                        Executive Summary


                                                                                        The typical iPhone user
         The UK iPhone user base shows some small bias towards a younger,
                                                                                        has
         female audience, with London and the south east being an area of
         high iPhone usage.                                                             30 or fewer apps
                                                                                        on their phone,
         Led by younger users, two-thirds claim to have upgraded to iOS6 –              but a small hardcore of 7%
         while one-in-three of those who haven’t yet upgraded, plan to do so            claim to have more than
         in the next month.                                                             80 apps installed.




        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.



        While there is little evidence              The average iPhone user’s          iPhone users are most
        of a concentration of visits on             App Store visit lasts for 11.5     likely
        a particular day, we see that               minutes – these are likely         to be browsing at home,
        peak App Store hours exist                  to be a combination of short       although browsing on the
        between 6-9pm everyday                      visits, and longer, more in-       move is also common.
        (with >2m visitors in this time).           depth browsing sessions.


4	
     Prepared for Surikate by GfK NOP | December 2012                                                  Base : 1547
iPhone survey                               iPhone App store Usage :
                                                                   iPhone users spend, on average, 11-and-a-half
        Executive Summary
                      December 2012 Edition                                    minutes on the App Store per visit
                                                                                        Executive Summary


         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



        1/3 of apps installed on                       It is a regularly-used          It is trusted: 75% of
                                                       feature: 74% of App Store       iPhone users claim they
        iPhones* are discovered by                     visitors are browsing the Top   download apps they did not
        users browsing through the                     25 or Top Charts on a           previously know about
                                                                                       having discovered them in
        App Store Charts                               frequent basis
                                                                                       the Top 25 / Top Charts.
        *excluding native apps


         However, presence here alone is not sufficient to        There exists a significant barrier for iPhone
         drive usage – users need to see strong                   users to engage with Paid Apps, with few
         Description, Reviews and Ratings to be                   claiming to navigate to the Paid Apps section
         convinced to download                                    on every visit – whereas almost three-
                                                                  quarters will check Free apps each
                                                                  time

5	
                                                                                                      Base : 1547
        Prepared for Surikate by GfK NOP | December 2012
iPhone survey
        December 2012 Edition




                                                     What does the
                                                  UK iPhone market
                                                         look like?

6	
     Prepared for Surikate by GfK NOP | December 2012
iPhone survey
        December 2012 Edition


        UK iPhone market demographics
                                                                                                                                                	
  East	
  Midlands	
               8%	
  
                                        4%	
   14%	
                   18-­‐24	
  
                    53%	
          11%	
                                                                 	
  London	
      15%	
            	
  West	
  Midlands	
                   8%	
  
                                                                       25-­‐34	
                   	
  South	
  east	
     15%	
                            	
  Scotland	
           8%	
  
                               16%	
  
                                                             28%	
     35-­‐44	
               	
  North	
  west	
         11%	
          	
  East	
  of	
  England	
                7%	
  
                                                                       45-­‐54	
     	
  Yorkshire/Humber	
                 9%	
                      	
  North	
  east	
            5%	
  
                                         27%	
                                                 	
  South	
  west	
          9%	
                                  	
  Wales	
        5%	
  
                     47%	
                                             55-­‐64	
  
                                                                                                                                     	
  Northern	
  Ireland	
                       2%	
  



        UK demographics

                                                                                                                                                	
  East	
  Midlands	
               7%	
  
                                                                       18-­‐24	
                         	
  London	
      12%	
            	
  West	
  Midlands	
                   9%	
  
                   51%	
           21%	
  
                                                   12%	
  
                                                                       25-­‐34	
                   	
  South	
  east	
     14%	
                            	
  Scotland	
           9%	
  
                                                         17%	
  
                                                                       35-­‐44	
               	
  North	
  west	
         11%	
          	
  East	
  of	
  England	
                9%	
  
                               15%	
  
                                                                                     	
  Yorkshire/Humber	
                 9%	
                       	
  Northeast	
               4%	
  
                                                      18%	
            45-­‐54	
  
                                         18%	
                                                 	
  South	
  west	
          9%	
                                  	
  Wales	
        5%	
  
                                                                       55-­‐64	
                                                     	
  Northern	
  Ireland	
                       2%	
  
                    49%	
  
7	
     Prepared for Surikate by GfK NOP | December 2012                                                                                                                          Base : 1591
iPhone survey
        December 2012 Edition


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

                                     Employment Status                                                                                Education Level
                            Employed	
  full	
  Lme	
                                 53%	
                                                                  2%	
  

                           Employed	
  part	
  Lme	
                       18%	
                                                                   53%	
          45%	
  

                                     In	
  educaLon	
               9%	
  
                                            ReLred	
  	
           7%	
                                                                No	
  qualificaLons	
  
                                     Homemaker	
                   8%	
                                                                O-­‐Level	
  /	
  A-­‐Level	
  /	
  GCSE	
  level	
  
                                   Not	
  employed	
              5%	
                                                                 Degree	
  or	
  postgraduate	
  level	
  



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

         Up	
  to	
  £15k	
                         £20-­‐29,999	
  
                                                     £20k- 20 999                                       £40k- 49 999
                                                                                                        £40-­‐49,999	
                                                £70k	
  +	
  
                                                                                                                                                                       £70k+
                 12%	
             8%	
                      18%	
                       21%	
                13%	
                  16%	
                        12%	
  
                       £15-­‐19,999	
  
                       £15k- 19 999                                                  £30-­‐39,999	
  
                                                                                     £30k- 39 999                                £50-­‐69,999	
  
                                                                                                                                 £50k- 59 999
                                                                                                         62%	
  earn	
  over	
  £30K	
  pa	
  
8	
     Prepared for Surikate by GfK NOP | December 2012                                                                                                                         Base : 1591
iPhone survey
        December 2012 Edition



        The App Store receives, on average:



         PER DAY                                           PER WEEK




                0.81m                    7.1m                4.5m                52.2m
           Unique visitors
                                            Visits         Unique visitors
                                                                                      Visits




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



        The majority of iPhone users have upgraded to iOS6


           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

1       Prepared for Surikate by GfK NOP | December 2012
0	
  
iPhone survey
   December 2012 Edition



   iPhone users: number of installed apps*

                                 	
  10	
  or	
  fewer	
                                               18%	
  

                                            	
  11-­‐20	
                                                                     27%	
  

                                            	
  21-­‐30	
                                                 19%	
  

                                            	
  31-­‐40	
                                12%	
  

                                            	
  41-­‐50	
                       8%	
  

                                            	
  51-­‐60	
              5%	
  

                                            	
  61-­‐70	
       3%	
  

                                            	
  71-­‐80	
     2%	
  

                              	
  More	
  than	
  80	
                      6%	
  



                                                                                            *Excluding	
  pre-­‐installed	
  apps	
  



11	
   Prepared for Surikate by GfK NOP | December 2012                                                                                 Base : 1591
iPhone survey
   December 2012 Edition




                  When and where are they
                     using the App Store ?


12	
   Prepared for Surikate by GfK NOP | December 2012
iPhone survey                                                             iPhone survey
    December 2012 Edition                                                     December 2012 Edition



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

                                                                                                                                                                                            Average for all iPhone users:
                                                                                                                                                                                                  5.8 visits per week
  Average	
  visits	
  per	
  week	
  

             26.9	
                                  14.6	
                               4.6	
                            1.0	
                             0.2	
  
                                                                                          31%	
                             32%	
  




                   9%	
                               10%	
                                                                                                    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	
   Less	
  than	
  1	
  day	
  every	
  3	
     Never	
  
                                                                                                                                                            months	
                                 months	
  
                                                                                                                                                                                                                                         Freq	
  of	
  visit	
  




   Question: personally, how often do you visit the App Store on your iPhone ?
13	
   Prepared for Surikate by GfK NOP | December 2012                                                                                                                                                                                Base : 1591
iPhone survey                                                   iPhone survey
   December 2012 Edition                                           December 2012 Edition


   On average, there are 52.2 million visits on the App Store
   every week
                                                                     Mon	
       Tue	
       Wed	
       Thur	
       Fri	
          Sat	
         Sun	
  
                                   	
  Midnight-­‐3am	
  	
  
                                                                      0.41	
      0.23	
      0.24	
      0.16	
      0.26	
          0.22	
         0.19	
  

                                           	
  3am-­‐6am	
  	
        0.15	
      0.20	
      0.23	
      0.15	
      0.16	
          0.12	
         0.08	
  


                                           	
  6am-­‐9am	
  	
        0.88	
      0.73	
      0.77	
      0.74	
      0.73	
          0.56	
         0.43	
  


                                    	
  9am-­‐12	
  noon	
  	
        1.65	
      1.14	
      1.09	
      1.12	
      1.11	
          1.35	
         1.28	
  


                                    	
  12	
  noon-­‐3pm	
  	
        1.31	
      1.07	
      1.25	
      1.12	
      1.14	
          1.41	
         1.28	
  


                                          	
  3pm-­‐6pm	
  	
         1.36	
      1.28	
      1.25	
      1.33	
      1.37	
          1.44	
         1.47	
  


                                          	
  6pm-­‐9pm	
  	
         2.45	
      2.33	
      2.48	
      2.56	
      2.61	
          2.51	
         2.25	
  


                                   	
  9pm-­‐Midnight	
  	
           0.90	
      0.86	
      0.88	
      1.03	
      1.07	
          1.21	
         1.00	
  


                                                                                        Millions of iPhone App Store visitors in each period

   Ques%on:	
  thinking	
  about	
  the	
  last	
  week,	
  could	
  you	
  tell	
  us	
  on	
  which	
  days	
  and	
  %mes	
  you	
  visited	
  the	
  App	
  Store?	
  
14	
   Prepared for Surikate by GfK NOP | December 2012                                                                                                                  Base : 763
iPhone survey                     iPhone survey
   December 2012 Edition             December 2012 Edition


   Example scenario : Friday evening, 6pm – 9pm

                         Mon	
       Tue	
       Wed	
       Thur	
            Fri	
      Sat	
      Sun	
  

                          2.45	
      2.33	
      2.48	
      2.56	
          2.61	
      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
                                                                         Based on 9 million iPhone users in UK




    Question: thinking about the last week, could you tell us on which days and times you visited the App Store?
15	
   Prepared for Surikate by GfK NOP | December 2012                                                            Base : 763
iPhone survey                                 iPhone survey
   December 2012 Edition                         December 2012 Edition



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

     When are users browsing Top Charts/                                  Hotspot: 6-9pm
     25?
         	
  Monday	
         11%	
                                                	
  6am	
  –	
  9am	
   5%	
  

         	
  Tuesday	
        7%	
                                          	
  9am	
  –	
  12	
  noon	
        13%	
  

     	
  Wednesday	
          10%	
                                         	
  12	
  noon	
  –	
  3pm	
              16%	
  

        	
  Thursday	
        9%	
                                                	
  3pm	
  –	
  6pm	
                 18%	
  

             	
  Friday	
        14%	
                                            	
  6pm	
  –	
  9pm	
                                     52%	
  

        	
  Saturday	
                 19%	
                               	
  9pm	
  –	
  Midnight	
                             29%	
  

           	
  Sunday	
        12%	
                                       	
  Midnight	
  –	
  3am	
          3%	
  

        	
  Any	
  day*	
                                   62%	
                  	
  3am	
  –	
  6am	
     0%	
  


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

                                                                                                             *NB : ‘Any day’ could not be chosen in
16	
   Prepared for Surikate by GfK NOP | December 2012
                                                                                                                     conjunction with any other day
iPhone survey                      iPhone survey
   December 2012 Edition              December 2012 Edition



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




      At	
  home	
     Commu6ng	
       On	
  the	
  move	
     On	
  public	
      With	
  friends	
     At	
  work	
     On	
  the	
  toilet	
  
                                                                transport	
  

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

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


   Question: typically where would you be when you visit the App Store on your iPhone?
17	
   Prepared for Surikate by GfK NOP | December 2012                                                                          Base : 1529
iPhone survey
   December 2012 Edition




                                 How are they browsing
                                        the App Store?


18	
   Prepared for Surikate by GfK NOP | December 2012
iPhone survey
   December 2012 Edition



   Within the App Store, which features do you browse?

              All iPhone users                             iOS5 iPhone users                                     iOS6 iPhone users

    Top	
  25	
  /	
  Charts	
               30%	
     Top	
  25	
  /	
  Charts	
              26%	
     Top	
  25	
  /	
  Charts	
               32%	
  

                   Search	
              28%	
                        Search	
                 25%	
                    Search	
              30%	
  

            Categories	
              20%	
                    Categories	
              19%	
                   Categories	
              21%	
  

               Featured	
          12%	
                          Featured	
          9%	
                          Featured	
          14%	
  

   Genius	
  Bufon*	
   4%	
                           Genius	
  Bufon*	
                                Genius	
  Bufon*	
   4%	
  




   Question: which of the following features of the App Store do you use?
19	
   Prepared for Surikate by GfK NOP | December 2012                                                                                           Base : 1547
iPhone survey                             iPhone survey
   December 2012 Edition                     December 2012 Edition



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



                                                         13%	
                11%	
                 8%	
  

                                                                                                   28%	
  
                                                                              40%	
  
                                   74%	
                                                                            EveryLme	
  
                                                         55%	
  
                                                                                                                    Ohen	
  
                                                                                                   40%	
  
                                                                                                                    Rarely	
  
                                                                              38%	
                                 Never	
  
                                                         26%	
  
                                   25%	
                                                           24%	
  
                      1%	
  
                                                          6%	
                11%	
  

                               Free	
  Apps	
     App	
  Categories	
     Paid	
  Apps	
     Grossing	
  Apps	
  




   Question: and within the Top25 / Charts do you browse...?
20	
   Prepared for Surikate by GfK NOP | December 2012                                                                            Base : 1149
iPhone survey                          iPhone survey
   December 2012 Edition                  December 2012 Edition


   Gaming, entertainment and music apps are the most popular
   categories
                                Top 12 Categories                                         Top 5 app categories for   :

                        	
  Games	
                                             70%	
     1.    Games
           	
  Entertainment	
                                        59%	
               2.    Entertainment
                                                                                          3.    Food & Drink
                          	
  Music	
                       42%	
  
                                                                                          4.    Music
                          	
  Books	
                  39%	
                              5.    Books
             	
  Food	
  &	
  Drink	
                 38%	
  
                          	
  News	
                 37%	
  
                     	
  Lifestyle	
                35%	
  
                                                                                          Top 5 app categories for       :
      	
  Social	
  Networking	
                    35%	
  
           	
  Photo	
  &	
  Video	
              32%	
                                   1.    Games
                         	
  Travel	
            31%	
                                    2.    Entertainment
                                                                                          3.    Sports
        	
  Health	
  &	
  Fitness	
             31%	
  
                                                                                          4.    Music
                         	
  Sports	
            31%	
                                    5.    News



   Question: which of the following categories do you browse in the App Store?
21	
   Prepared for Surikate by GfK NOP | December 2012                                                         Base : 1049
iPhone survey                    iPhone survey
   December 2012 Edition            December 2012 Edition



   Getting an app high in the charts is key, because over half of
   users do not get beyond the first 25 when browsing
          How far do iPhone users                                   2%    do not look past the first 3

          look when browsing?
                                                                   21%    do not look past the first 10




                                                                   57%*   do not look past the first 25



                                                                   81%    do not look past the first 50

                                                                   92%    do not look past the first 100



                                 8%	
  look beyond the first 100
   Question: when browsing, typically and approximately how far will you get?
22	
   Prepared for Surikate by GfK NOP | December 2012                                                    Base : 1149
iPhone survey                    iPhone survey
   December 2012 Edition            December 2012 Edition



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

  Using the Top 25 / Charts            Each time I check,           I'm willing to give           Apps in the
    I will often download                there are new               anything in the              Top25/Top
    apps which I did not               apps to see in the           Top25 / Charts a              Charts are
   previously know about                Top 25 / Charts                closer look              usually original




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



                                                      I trust the Top 25 /       Apps in the Top25/        I typically just
                      Apps in the Top 25 /
                                                    Charts to show me the          Top Charts are         look at the app
                      Charts are usually
                                                         best available          usually high quality     in first place in
                         interesting
                                                              apps                                              detail



   Question: to what extent do you agree with the following statements...?
23	
   Prepared for Surikate by GfK NOP | December 2012                                                            Base : 1149
iPhone survey                    iPhone survey                  iPhone users spend, on average, 11-and-a-half
   December 2012 Edition            December 2012 Edition                      minutes on the App Store per visit


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




      Student,	
  18-­‐24	
  years	
              Female,	
  25-­‐44	
  years	
               Londoner	
  
  I visit the App Store nearly 8 times           I visit the App Store 5 times a     I visit the App Store 7 times a
    a week and I spend on average                week and I spend on average        week and I spend on average
      over 11 minutes per visit. I am              nearly 12 minutes per visit.     12 minutes per visit. I am most
     likely to be covering a lot more                       My favourite             likely to be at home or on the
                 content in                         categories to browse are:        move when I consult the App
       the App Store than my older             - Games                                             Store
   counterparts (as a result of more           -  Entertainment
       visits per week, yet a similar          -  Food& drink
          average time per visit)



24	
   Prepared for Surikate by GfK NOP | December 2012                                          Base : 112, 693, 233
iPhone survey                    iPhone survey           iPhone users spend, on average, 11-and-a-half
   December 2012 Edition            December 2012 Edition               minutes on the App Store per visit




                                                 The app purchase
                                                          journey


25	
   Prepared for Surikate by GfK NOP | December 2012
iPhone survey                                              iPhone survey                                               iPhone users spend, on average, 11-and-a-half
   December 2012 Edition                                      December 2012 Edition                                                   minutes on the App Store per visit




    Where do iPhone users usually discover apps…
                   82%	
  

                                                   66%	
  



                                                                                 33%	
  
                                                                                                                21%	
  
                                                                                                                                      15%	
                    14%	
  
                                                                                                                                                                                                10%	
  


         	
  Browsing	
  the	
  App	
     Friends	
  or	
  family	
     	
  Social	
  networking	
     	
  AdverLsing	
  within	
      	
  TV	
     	
  Specialist	
  magazines	
   	
  Blogs	
  or	
  sponsored	
  
                  Store	
                                                             sites	
                   apps	
                                     or	
  websites	
                posts	
  online	
  




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


                 …and                 what % of their installed apps were found through each source?
   Question: how do you discover apps?
   Question: what % of your apps were found through ….? Base: 175-1547
26	
   Prepared for Surikate by GfK NOP | December 2012                                                                                                                                Base : 175 - 1547
iPhone survey                                                iPhone survey                            iPhone users spend, on average, 11-and-a-half
   December 2012 Edition                                        December 2012 Edition                                minutes on the App Store per visit


   Price is the biggest factor in deciding whether to download an
   app, followed by the app description and reviews
                                           Most influential factors in deciding to download
                                                    Price	
                                            65%	
  
                                         DescripLon	
                                        42%	
  
                                              Reviews	
                                     41%	
  
                                                 RaLng	
                                 35%	
  
                                                                                                                 An app’s presence in the Top 25 /
                                                                                                                 Charts is not a top influence:
            RecommendaLon	
  from	
  friend	
                                     26%	
                          The information about the app within
                                        Screenshots	
                          20%	
  
                                                                                                                 the store (Description, Reviews,
                                                                                                                 Rating…) is key to increasing
               Presence	
  in	
  Top	
  25	
  /	
  Charts	
           8%	
                                       downloads.
                Reviews	
  in	
  specialist	
  media	
              6%	
  
    	
  Reviews	
  on	
  social	
  networking	
  sites	
            5%	
  
         	
  The	
  number	
  of	
  my	
  friends	
  who	
  
                     “liked”	
  it	
  (iOS6	
  only)	
            2%	
  


   Question: which factors are most influential to you when deciding whether to download an app?
27	
   Prepared for Surikate by GfK NOP | December 2012                                                                                        Base : 1547
iPhone survey                    iPhone survey                     iPhone users spend, on average, 11-and-a-half
   December 2012 Edition            December 2012 Edition                         minutes on the App Store per visit


   While word of mouth app recommendation is common, it
   requires a much better (or worse) experience to generate a
   written review or user rating
                                                             I look for apps from
                                    I usually rate the       my favourite brands      44%                       I would only
                        27%         apps I download                                            31%            download apps
                                                                                                               from brands I
          80%                                                                                                     recognise
            agree

                        I will recommend apps                                             I often download
                          I like to friends and                                           apps I read about
            33%                    family                                                       online
                                                            When I visit the App
                                                            Store, I always know
                                                                                    48%
                                                            what I’m looking for
                                                                                                     I like to keep up-to-
  I usually review the apps                                                            47%           date with the latest
         I download                                                                                           apps
                                                                                36%
                                                  I often download
                                                  apps just to test                                    I would never
                                                    them properly                     52%             download a paid
                                                                            42%                            app


   C5: to what extent do you agree or disagree with the following statements?
28	
   Prepared for Surikate by GfK NOP | December 2012                                                         Base : 1547
iPhone survey                    iPhone survey           iPhone users spend, on average, 11-and-a-half
   December 2012 Edition            December 2012 Edition               minutes on the App Store per visit




                                                                        Appendix



29	
   Prepared for Surikate by GfK NOP | December 2012
iPhone survey                                      iPhone survey                 iPhone users spend, on average, 11-and-a-half
   December 2012 Edition                              December 2012 Edition                     minutes on the App Store per visit


   Top Categories by Age
                                                                            Top 5 app
                                                                            categories for           categories for         categories for
                    	
  Games	
                                   70%	
  
                                                                59%	
       18-24s:                  25-34s:                35-44s:
                      	
  Music	
                     42%	
  
                                                     39%	
                  1. Games                 1. Games               1. Games
         	
  Food	
  &	
  Drink	
                    38%	
                  2. Entertainment         2. Entertainment       2. Entertainment
                                                     37%	
                  3. Music                 3. Social Networking
                 	
  Lifestyle	
                  35%	
                                                                     3. Food & Drink
                                                                            4. Social Networking     4. Music               4. News
                                                  35%	
  
                                                                            5. Photo/Video           5. Lifestyle           5. Lifestyle
       	
  Photo	
  &	
  Video	
                32%	
  
                                               31%	
  
    	
  Health	
  &	
  Fitness	
               31%	
  
                                               31%	
  
                   	
  ULliLes	
               30%	
                              categories for
                                               29%	
                                                            categories for
               	
  EducaLon	
                 26%	
                               45-54s:                       55+:
                                             20%	
  
             	
  NavigaLon	
              19%	
  
                                          19%	
                                   1. Games                      1. Travel
                 	
  Business	
         18%	
                                     2. Entertainment              2. Books
                                        16%	
                                     3. Music                      3. News
                  	
  Medical	
        13%	
                                      4. Books                      4. Utilities
                                      8%	
                                        5. News                       5. Games/Entertainment
             	
  Newsstand	
          8%	
  

   Question: which of the following categories do you browse in the App Store?
30	
   Prepared for Surikate by GfK NOP | December 2012                                                                            Base : 1049
iPhone survey                          iPhone survey                                  iPhone users spend, on average, 11-and-a-half
         December 2012 Edition                  December 2012 Edition                                      minutes on the App Store per visit



                 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	
  (noemi@surikate.com)	
  
                 	
  
                 	
  
                 	
  
                 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	
  (David.Pritchard@gS.com)	
  //	
  Fran	
  Darby	
  (Frances.Darby@gs.com)	
  
                 	
  
31	
  
                 	
  

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Etude Surikate / Gfk sur les comportement des utilisateurs d'iPhone au Royaume Uni

  • 1. An insight into iPhone user behaviour within PARIS - LONDON the App Store Prepared by GfK NOP & Surikate December 2012 edition
  • 2. About Surikate SURIKATE GUARANTEES VISIBILITY IN THE APP STORE CHARTS, A FIXED COST PER INSTALL, DETAILED APP ANALYSIS AND BENCHMARKING. 2   Offer available in the UK and France
  • 3. About this study The focus was on App Store usage and user behaviour within the store. Key questions centred around: Summary: §  How often / when / where people are accessing the store UK only §  The role of the App Store in how people discover apps Interviews in §  How people navigate the store November 2012 §  Which factors influence their decision to 1591 iPhone owners, weighted* download apps to be representative of audience 10 minute online questionnaire All questions designed to accommodate iOS5 and iOS6 3   Prepared for Surikate by GfK NOP | December 2012 *Weighted to profile of users on GfK Panels data
  • 4. iPhone survey iPhone App store Usage : iPhone users spend, on average, 11-and-a-half Executive Summary December 2012 Edition minutes on the App Store per visit Executive Summary The typical iPhone user The UK iPhone user base shows some small bias towards a younger, has female audience, with London and the south east being an area of high iPhone usage. 30 or fewer apps on their phone, Led by younger users, two-thirds claim to have upgraded to iOS6 – but a small hardcore of 7% while one-in-three of those who haven’t yet upgraded, plan to do so claim to have more than in the next month. 80 apps installed. 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. While there is little evidence The average iPhone user’s iPhone users are most of a concentration of visits on App Store visit lasts for 11.5 likely a particular day, we see that minutes – these are likely to be browsing at home, peak App Store hours exist to be a combination of short although browsing on the between 6-9pm everyday visits, and longer, more in- move is also common. (with >2m visitors in this time). depth browsing sessions. 4   Prepared for Surikate by GfK NOP | December 2012 Base : 1547
  • 5. iPhone survey iPhone App store Usage : iPhone users spend, on average, 11-and-a-half Executive Summary December 2012 Edition minutes on the App Store per visit Executive Summary 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 1/3 of apps installed on It is a regularly-used It is trusted: 75% of feature: 74% of App Store iPhone users claim they iPhones* are discovered by visitors are browsing the Top download apps they did not users browsing through the 25 or Top Charts on a previously know about having discovered them in App Store Charts frequent basis the Top 25 / Top Charts. *excluding native apps However, presence here alone is not sufficient to There exists a significant barrier for iPhone drive usage – users need to see strong users to engage with Paid Apps, with few Description, Reviews and Ratings to be claiming to navigate to the Paid Apps section convinced to download on every visit – whereas almost three- quarters will check Free apps each time 5   Base : 1547 Prepared for Surikate by GfK NOP | December 2012
  • 6. iPhone survey December 2012 Edition What does the UK iPhone market look like? 6   Prepared for Surikate by GfK NOP | December 2012
  • 7. iPhone survey December 2012 Edition UK iPhone market demographics  East  Midlands   8%   4%   14%   18-­‐24   53%   11%    London   15%    West  Midlands   8%   25-­‐34    South  east   15%    Scotland   8%   16%   28%   35-­‐44    North  west   11%    East  of  England   7%   45-­‐54    Yorkshire/Humber   9%    North  east   5%   27%    South  west   9%    Wales   5%   47%   55-­‐64    Northern  Ireland   2%   UK demographics  East  Midlands   7%   18-­‐24    London   12%    West  Midlands   9%   51%   21%   12%   25-­‐34    South  east   14%    Scotland   9%   17%   35-­‐44    North  west   11%    East  of  England   9%   15%    Yorkshire/Humber   9%    Northeast   4%   18%   45-­‐54   18%    South  west   9%    Wales   5%   55-­‐64    Northern  Ireland   2%   49%   7   Prepared for Surikate by GfK NOP | December 2012 Base : 1591
  • 8. iPhone survey December 2012 Edition High rates of employment and university education, along with a greater-than-average salary, suggest an affluent audience Employment Status Education Level Employed  full  Lme   53%   2%   Employed  part  Lme   18%   53%   45%   In  educaLon   9%   ReLred     7%   No  qualificaLons   Homemaker   8%   O-­‐Level  /  A-­‐Level  /  GCSE  level   Not  employed   5%   Degree  or  postgraduate  level   Annual Salary (UK:  43%)   (UK:  42%)   (UK:  16%)   Up  to  £15k   £20-­‐29,999   £20k- 20 999 £40k- 49 999 £40-­‐49,999   £70k  +   £70k+ 12%   8%   18%   21%   13%   16%   12%   £15-­‐19,999   £15k- 19 999 £30-­‐39,999   £30k- 39 999 £50-­‐69,999   £50k- 59 999 62%  earn  over  £30K  pa   8   Prepared for Surikate by GfK NOP | December 2012 Base : 1591
  • 9. iPhone survey December 2012 Edition The App Store receives, on average: PER DAY PER WEEK 0.81m 7.1m 4.5m 52.2m Unique visitors Visits Unique visitors Visits 9   Prepared for Surikate by GfK NOP | December 2012 NB : Based on 9m UK iPhone owners
  • 10. iPhone survey December 2012 Edition The majority of iPhone users have upgraded to iOS6 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 1 Prepared for Surikate by GfK NOP | December 2012 0  
  • 11. iPhone survey December 2012 Edition iPhone users: number of installed apps*  10  or  fewer   18%    11-­‐20   27%    21-­‐30   19%    31-­‐40   12%    41-­‐50   8%    51-­‐60   5%    61-­‐70   3%    71-­‐80   2%    More  than  80   6%   *Excluding  pre-­‐installed  apps   11   Prepared for Surikate by GfK NOP | December 2012 Base : 1591
  • 12. iPhone survey December 2012 Edition When and where are they using the App Store ? 12   Prepared for Surikate by GfK NOP | December 2012
  • 13. iPhone survey iPhone survey December 2012 Edition December 2012 Edition The average iPhone user visits the App Store just under 6 times a week Average for all iPhone users: 5.8 visits per week Average  visits  per  week   26.9   14.6   4.6   1.0   0.2   31%   32%   9%   10%   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   Less  than  1  day  every  3   Never   months   months   Freq  of  visit   Question: personally, how often do you visit the App Store on your iPhone ? 13   Prepared for Surikate by GfK NOP | December 2012 Base : 1591
  • 14. iPhone survey iPhone survey December 2012 Edition December 2012 Edition On average, there are 52.2 million visits on the App Store every week Mon   Tue   Wed   Thur   Fri   Sat   Sun    Midnight-­‐3am     0.41   0.23   0.24   0.16   0.26   0.22   0.19    3am-­‐6am     0.15   0.20   0.23   0.15   0.16   0.12   0.08    6am-­‐9am     0.88   0.73   0.77   0.74   0.73   0.56   0.43    9am-­‐12  noon     1.65   1.14   1.09   1.12   1.11   1.35   1.28    12  noon-­‐3pm     1.31   1.07   1.25   1.12   1.14   1.41   1.28    3pm-­‐6pm     1.36   1.28   1.25   1.33   1.37   1.44   1.47    6pm-­‐9pm     2.45   2.33   2.48   2.56   2.61   2.51   2.25    9pm-­‐Midnight     0.90   0.86   0.88   1.03   1.07   1.21   1.00   Millions of iPhone App Store visitors in each period Ques%on:  thinking  about  the  last  week,  could  you  tell  us  on  which  days  and  %mes  you  visited  the  App  Store?   14   Prepared for Surikate by GfK NOP | December 2012 Base : 763
  • 15. iPhone survey iPhone survey December 2012 Edition December 2012 Edition Example scenario : Friday evening, 6pm – 9pm Mon   Tue   Wed   Thur   Fri   Sat   Sun   2.45   2.33   2.48   2.56   2.61   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 Based on 9 million iPhone users in UK Question: thinking about the last week, could you tell us on which days and times you visited the App Store? 15   Prepared for Surikate by GfK NOP | December 2012 Base : 763
  • 16. iPhone survey iPhone survey December 2012 Edition December 2012 Edition There is an obvious preferred time for users to browse the Store. However, there is little difference between the days of the week. When are users browsing Top Charts/ Hotspot: 6-9pm 25?  Monday   11%    6am  –  9am   5%    Tuesday   7%    9am  –  12  noon   13%    Wednesday   10%    12  noon  –  3pm   16%    Thursday   9%    3pm  –  6pm   18%    Friday   14%    6pm  –  9pm   52%    Saturday   19%    9pm  –  Midnight   29%    Sunday   12%    Midnight  –  3am   3%    Any  day*   62%    3am  –  6am   0%   Question: in general, what days do you check the Question: in general, what times of day do you Top 25 / Top Charts ? check the Top 25 / Top Charts? Base: 1149 *NB : ‘Any day’ could not be chosen in 16   Prepared for Surikate by GfK NOP | December 2012 conjunction with any other day
  • 17. iPhone survey iPhone survey December 2012 Edition December 2012 Edition Despite the iPhone being a mobile device, the vast majority of users are browsing at home At  home   Commu6ng   On  the  move   On  public   With  friends   At  work   On  the  toilet   transport   86%   13%   23%   21%   17%   22%   11%   94% of iPad users and 93% of computer/laptop users are browsing the App Store at home. Question: typically where would you be when you visit the App Store on your iPhone? 17   Prepared for Surikate by GfK NOP | December 2012 Base : 1529
  • 18. iPhone survey December 2012 Edition How are they browsing the App Store? 18   Prepared for Surikate by GfK NOP | December 2012
  • 19. iPhone survey December 2012 Edition Within the App Store, which features do you browse? All iPhone users iOS5 iPhone users iOS6 iPhone users Top  25  /  Charts   30%   Top  25  /  Charts   26%   Top  25  /  Charts   32%   Search   28%   Search   25%   Search   30%   Categories   20%   Categories   19%   Categories   21%   Featured   12%   Featured   9%   Featured   14%   Genius  Bufon*   4%   Genius  Bufon*   Genius  Bufon*   4%   Question: which of the following features of the App Store do you use? 19   Prepared for Surikate by GfK NOP | December 2012 Base : 1547
  • 20. iPhone survey iPhone survey December 2012 Edition December 2012 Edition What areas do iPhone users browse within the Top 25/Charts? 13%   11%   8%   28%   40%   74%   EveryLme   55%   Ohen   40%   Rarely   38%   Never   26%   25%   24%   1%   6%   11%   Free  Apps   App  Categories   Paid  Apps   Grossing  Apps   Question: and within the Top25 / Charts do you browse...? 20   Prepared for Surikate by GfK NOP | December 2012 Base : 1149
  • 21. iPhone survey iPhone survey December 2012 Edition December 2012 Edition Gaming, entertainment and music apps are the most popular categories Top 12 Categories Top 5 app categories for :  Games   70%   1.  Games  Entertainment   59%   2.  Entertainment 3.  Food & Drink  Music   42%   4.  Music  Books   39%   5.  Books  Food  &  Drink   38%    News   37%    Lifestyle   35%   Top 5 app categories for :  Social  Networking   35%    Photo  &  Video   32%   1.  Games  Travel   31%   2.  Entertainment 3.  Sports  Health  &  Fitness   31%   4.  Music  Sports   31%   5.  News Question: which of the following categories do you browse in the App Store? 21   Prepared for Surikate by GfK NOP | December 2012 Base : 1049
  • 22. iPhone survey iPhone survey December 2012 Edition December 2012 Edition Getting an app high in the charts is key, because over half of users do not get beyond the first 25 when browsing How far do iPhone users 2% do not look past the first 3 look when browsing? 21% do not look past the first 10 57%* do not look past the first 25 81% do not look past the first 50 92% do not look past the first 100 8%  look beyond the first 100 Question: when browsing, typically and approximately how far will you get? 22   Prepared for Surikate by GfK NOP | December 2012 Base : 1149
  • 23. iPhone survey iPhone survey December 2012 Edition December 2012 Edition The Top 25 / Charts plays an influential role in the way iPhone users find and choose apps Using the Top 25 / Charts Each time I check, I'm willing to give Apps in the I will often download there are new anything in the Top25/Top apps which I did not apps to see in the Top25 / Charts a Charts are previously know about Top 25 / Charts closer look usually original 75% 67% 64% 63% 58% 57% 49% 37% agree I trust the Top 25 / Apps in the Top25/ I typically just Apps in the Top 25 / Charts to show me the Top Charts are look at the app Charts are usually best available usually high quality in first place in interesting apps detail Question: to what extent do you agree with the following statements...? 23   Prepared for Surikate by GfK NOP | December 2012 Base : 1149
  • 24. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit The average iPhoner spends 11.5 minutes in the App Store per visit Student,  18-­‐24  years   Female,  25-­‐44  years   Londoner   I visit the App Store nearly 8 times I visit the App Store 5 times a I visit the App Store 7 times a a week and I spend on average week and I spend on average week and I spend on average over 11 minutes per visit. I am nearly 12 minutes per visit. 12 minutes per visit. I am most likely to be covering a lot more My favourite likely to be at home or on the content in categories to browse are: move when I consult the App the App Store than my older - Games Store counterparts (as a result of more -  Entertainment visits per week, yet a similar -  Food& drink average time per visit) 24   Prepared for Surikate by GfK NOP | December 2012 Base : 112, 693, 233
  • 25. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit The app purchase journey 25   Prepared for Surikate by GfK NOP | December 2012
  • 26. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Where do iPhone users usually discover apps… 82%   66%   33%   21%   15%   14%   10%    Browsing  the  App   Friends  or  family    Social  networking    AdverLsing  within    TV    Specialist  magazines    Blogs  or  sponsored   Store   sites   apps   or  websites   posts  online   33%   32%   15%   14%   10%   16%   15%   …and what % of their installed apps were found through each source? Question: how do you discover apps? Question: what % of your apps were found through ….? Base: 175-1547 26   Prepared for Surikate by GfK NOP | December 2012 Base : 175 - 1547
  • 27. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Price is the biggest factor in deciding whether to download an app, followed by the app description and reviews Most influential factors in deciding to download Price   65%   DescripLon   42%   Reviews   41%   RaLng   35%   An app’s presence in the Top 25 / Charts is not a top influence: RecommendaLon  from  friend   26%   The information about the app within Screenshots   20%   the store (Description, Reviews, Rating…) is key to increasing Presence  in  Top  25  /  Charts   8%   downloads. Reviews  in  specialist  media   6%    Reviews  on  social  networking  sites   5%    The  number  of  my  friends  who   “liked”  it  (iOS6  only)   2%   Question: which factors are most influential to you when deciding whether to download an app? 27   Prepared for Surikate by GfK NOP | December 2012 Base : 1547
  • 28. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit While word of mouth app recommendation is common, it requires a much better (or worse) experience to generate a written review or user rating I look for apps from I usually rate the my favourite brands 44% I would only 27% apps I download 31% download apps from brands I 80% recognise agree I will recommend apps I often download I like to friends and apps I read about 33% family online When I visit the App Store, I always know 48% what I’m looking for I like to keep up-to- I usually review the apps 47% date with the latest I download apps 36% I often download apps just to test I would never them properly 52% download a paid 42% app C5: to what extent do you agree or disagree with the following statements? 28   Prepared for Surikate by GfK NOP | December 2012 Base : 1547
  • 29. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Appendix 29   Prepared for Surikate by GfK NOP | December 2012
  • 30. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit Top Categories by Age Top 5 app categories for categories for categories for  Games   70%   59%   18-24s: 25-34s: 35-44s:  Music   42%   39%   1. Games 1. Games 1. Games  Food  &  Drink   38%   2. Entertainment 2. Entertainment 2. Entertainment 37%   3. Music 3. Social Networking  Lifestyle   35%   3. Food & Drink 4. Social Networking 4. Music 4. News 35%   5. Photo/Video 5. Lifestyle 5. Lifestyle  Photo  &  Video   32%   31%    Health  &  Fitness   31%   31%    ULliLes   30%   categories for 29%   categories for  EducaLon   26%   45-54s: 55+: 20%    NavigaLon   19%   19%   1. Games 1. Travel  Business   18%   2. Entertainment 2. Books 16%   3. Music 3. News  Medical   13%   4. Books 4. Utilities 8%   5. News 5. Games/Entertainment  Newsstand   8%   Question: which of the following categories do you browse in the App Store? 30   Prepared for Surikate by GfK NOP | December 2012 Base : 1049
  • 31. iPhone survey iPhone survey iPhone users spend, on average, 11-and-a-half December 2012 Edition December 2012 Edition minutes on the App Store per visit 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  (noemi@surikate.com)         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  (David.Pritchard@gS.com)  //  Fran  Darby  (Frances.Darby@gs.com)     31