iPhone, I am<br />Insights from an online research community  <br />Dianne Gardiner<br />
Fastest user growth in consumer technology history<br />Morgan Stanley: The Mobile Internet Report December 2009<br />
25% of the smartphone market in the US<br />28% of mobile enabled market in Australia<br />What’s the fascination with<br ...
We asked them<br /><ul><li>112 iPhone users across Australia
 6 week Online Research Community
 March – April 2010</li></li></ul><li>Why an iPhone?<br />It’s the latest gadget<br />It’s cool<br />It’s an Apple<br />I’...
At point of purchase it’s about what it is, not what it can do. <br />Most new iPhone owners have no idea….<br />
A Post-purchase revelation <br />It does much more than I expected. It’s changed my life…well parts of it.<br />
Yours is different to mine,<br />because it’s about <br />me and my life.<br />
<ul><li>More entertained
More efficient
More connected
More freedom
More enabled</li></ul>It’s about convergence, access, usability and utility.<br />Love <br />iPhone<br />
“I don’t use a street directory<br /> anymore, I don’t take my laptop everywhere,<br /> I’m more productive when I’m away ...
desire<br />When was the last time a brand or product had this effect on you?<br />delight<br />dependency<br />
From initially curious to completely  committed<br />How much difference has owning an iPhone made to elements of your lif...
By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. <br />So these   and ma...
Less time on the computer, <br />more on mobile devices<br />2 in 5 iPhone users are spending less time now on the interne...
More time on the smartphone using <br /><ul><li> apps
 m.sites (if only there were more…)
and sometimes even ‘classic’ sites</li></li></ul><li>Classic sites are frustrating<br />Flash makes you invisible <br />
There is a difference in information sought <br />Bite size <br />not the ‘full meal’<br />
There are a lot of stats on apps<br />99.4%<br />100,000+<br />apps in store in 77 countries in<br />20 categories<br />$2...
But what do we know about why people choose and use apps ?<br />Are they really used?<br />What’s the point?<br />
Latitude Insights iTalk Community: Favourite apps <br />
A new door has opened to allow brands to engage with customers<br />(and it’s not just about mobile advertising)<br />
Our screens are prime ‘real estate’ for mini-experiences, whether they’re functional, informative or frivolous.<br />It’s ...
What makes a great app?<br /><ul><li>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</li></li></ul><li>Consumers want apps that make a difference to their lives in some way.<br />“Good apps are the on...
“I was disappointed with Coles (app) in particular because it looked promising at first.  But there are so many products n...
Some apps are pointless<br /><ul><li>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</li></ul>Bad apps get trashed...
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iphone I am - online research community with iPhone users uncovers brand insights

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Using an Insight Community, Latitude Insights' case study of iPhone users uncovered some interesting implications for brands.

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  • I’ll let Rachael from our community have the last say…
  • iphone I am - online research community with iPhone users uncovers brand insights

    1. iPhone, I am<br />Insights from an online research community <br />Dianne Gardiner<br />
    2. Fastest user growth in consumer technology history<br />Morgan Stanley: The Mobile Internet Report December 2009<br />
    3. 25% of the smartphone market in the US<br />28% of mobile enabled market in Australia<br />What’s the fascination with<br />the iPhone?<br />Comscore April 2010, Nielsen Australia April 2010<br />
    4. We asked them<br /><ul><li>112 iPhone users across Australia
    5. 6 week Online Research Community
    6. March – April 2010</li></li></ul><li>Why an iPhone?<br />It’s the latest gadget<br />It’s cool<br />It’s an Apple<br />I’m a Macfan<br />My old phone died<br />It’s time to change<br />It’s a phone & an iPod<br />I’ve heard good things<br />
    7. At point of purchase it’s about what it is, not what it can do. <br />Most new iPhone owners have no idea….<br />
    8. A Post-purchase revelation <br />It does much more than I expected. It’s changed my life…well parts of it.<br />
    9. Yours is different to mine,<br />because it’s about <br />me and my life.<br />
    10. <ul><li>More entertained
    11. More efficient
    12. More connected
    13. More freedom
    14. More enabled</li></ul>It’s about convergence, access, usability and utility.<br />Love <br />iPhone<br />
    15. “I don’t use a street directory<br /> anymore, I don’t take my laptop everywhere,<br /> I’m more productive when I’m away from the office. I love<br /> the calendar and use it extensively. I use the eBay app,<br /> and the Paypal app too. I also use it as an entertainment<br /> and information unit. My kids think I’ve become a nerd,<br /> but it just provides me with so many things I need <br />and like, all on the go, and pretty much anywhere<br /> I am. I know it sounds a bit grandiose, but<br /> the iPhone has certainly changed the way<br /> I interact with the world” <br />– James, 54 years, Business Manager<br />
    16. desire<br />When was the last time a brand or product had this effect on you?<br />delight<br />dependency<br />
    17. From initially curious to completely committed<br />How much difference has owning an iPhone made to elements of your life or the way you do things?<br />Yeah, some difference<br />34%<br />Nope, no difference - 2%<br />It’s made a big difference!<br />64%<br />
    18. By 2011, predictions are that 85% of handsets shipped globally will include some sort of browser. <br />So these  and maybe this <br />Means less time using the internet, on a computer <br />Gartner: Ten Mobile technologies to watch in 2010-2011<br />
    19. Less time on the computer, <br />more on mobile devices<br />2 in 5 iPhone users are spending less time now on the internet on a computer<br />Internet use since acquiring iPhone<br />
    20. More time on the smartphone using <br /><ul><li> apps
    21. m.sites (if only there were more…)
    22. and sometimes even ‘classic’ sites</li></li></ul><li>Classic sites are frustrating<br />Flash makes you invisible <br />
    23. There is a difference in information sought <br />Bite size <br />not the ‘full meal’<br />
    24. There are a lot of stats on apps<br />99.4%<br />100,000+<br />apps in store in 77 countries in<br />20 categories<br />$2.86USD average price of apps in Australia <br />of apps sold in 2009 were through the Apple App Store<br />3,000,000,000+<br />apps downloaded since Apple app store launch<br />Estimated App store revenue <br />$6.8b USD<br />in 2010<br />Almost half of worldwide mobile internet advertising traffic comes from iPhone OS <br />Gartner 2009, Apple, Distimo, Admob<br />
    25. But what do we know about why people choose and use apps ?<br />Are they really used?<br />What’s the point?<br />
    26. Latitude Insights iTalk Community: Favourite apps <br />
    27. A new door has opened to allow brands to engage with customers<br />(and it’s not just about mobile advertising)<br />
    28. Our screens are prime ‘real estate’ for mini-experiences, whether they’re functional, informative or frivolous.<br />It’s another way of connecting with the brand.<br />
    29. What makes a great app?<br /><ul><li>Unique
    30. Fulfills an unmet need
    31. Delivers what it promises
    32. Makes a difference to people in terms of factors like:
    33. Time
    34. Convenience
    35. Ease
    36. Enjoyment
    37. Knowledge
    38. Access</li></li></ul><li>Consumers want apps that make a difference to their lives in some way.<br />“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”<br />“The intuitive ones, that save you time on everyday tasks”<br />
    39. “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. <br />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. ” <br />– Kate, 23 years, IT support<br />
    40. Some apps are pointless<br /><ul><li>Don’t fulfill their promise
    41. Not fully functional or are ‘buggy’
    42. Too slow or complicated
    43. Don’t offer any advantage to obtaining the information or experience from another channel</li></ul>Bad apps get trashed<br />
    44. Not all branded apps can embed themselves in our smartphones for the long-term.<br />Sometimes, being around for a good time not a long time, can be just as effective in delivering a brand experience.<br />Part of my life<br />Look at me!<br />Handy helper<br />
    45. Part of my life<br /><ul><li>Occupy prime real estate on screen
    46. Used frequently
    47. Facilitates a behavioral change</li></li></ul><li>Handy helper<br /><ul><li>Less frequently accessed because less frequent behaviour
    48. New touch point for brand, but not major distribution channel</li></li></ul><li>Look at me!<br /><ul><li>Short term, high impact
    49. May be time/occasion/event specific</li></li></ul><li>What kind of brand experience can you deliver?<br />Part of my life<br />Handy helper<br />Look at me!<br />Short term<br />Ongoing and frequent <br />Ongoing but infrequent <br />
    50. Apps are not about generating revenue.<br />Brands can’t charge for apps - especially if it’s a channel for customer engagement. <br />Small change really…<br />Pinch media estimates the ‘average’ paid app generates ~$12,000USD from downloads.<br />
    51. $3.50<br />$2.29<br />10 minutes<br />Multiple use <br />app<br />Apps are cheaper, last longer, but harder to spend money on…<br />
    52. Free Apps dominate their phones <br />How many free apps do you have?<br />Two in five have more than 20 free Apps<br />Latitude Insights iTalk Community: : How many of free Apps do you have? <br />
    53. Paid for Apps are far fewer <br />Almost one in two have <5 paid apps <br />Latitude Insights iTalk Community: How many of free and paid for Apps do you have? <br />
    54. If they’re doing it why can’t you?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
    55. Hello apps, where are you?<br />Seeking apps:<br /><ul><li> Top 25 list
    56. Browsing the store
    57. Key word searches
    58. Word of mouth
    59. Apps about apps</li></ul>But brands need to inform:<br /><ul><li> Media / advertising
    60. Reviews on blogs, forums, etc</li></li></ul><li>Not every brand needs to be an app – mobile sites are just as relevant.<br />“My favourite is Boozle, so I can find my beer at the cheapest price at the closest bottlo” <br />“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…” <br />
    61. To app, or not to app?<br />Apps are…<br /><ul><li>Perceived as faster
    62. More self-contained
    63. Direct delivery of content
    64. Own iPhone real estate/constant presence</li></ul>Mobile sites…<br /><ul><li>Don’t clutter your screen
    65. Good for infrequent visits
    66. Good for smartphones, not just iPhones</li></li></ul><li>“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” <br />“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” <br />“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” <br />“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” <br />The point is, they expect to be able to engage with major companies via their smartphone<br />
    67. “I’ll tell you what I want, what I really, really want”<br />Whether a branded app or a mobile site:<br /><ul><li>Easy to use
    68. Simple
    69. Intuitive
    70. Relevant </li></ul>It doesn’t have to be everything, just the bits that are important when people are mobile.<br />
    71. Let’s let Rachael from our community have the last say…<br />“I no longer wait to get on my computer to<br />‘Google it’. I have instant answers to all my questions!<br /> And apps…ahh, all those apps. I was astounded by <br />the multitude of really useful (and not so useful) things<br /> I could do with my iPhone. I love the ‘honeymoon’ period<br /> when you try out all the functions and play around and <br />have fun with your new toy…well let me tell you,<br /> my iPhone and I are still honeymooning nearly <br />a year after we met ;)…still in love…”<br />
    72. Thank youDianne Gardiner, Managing Directore dianne@latitudeinsights.com.aup 03 9571 1199t @DiGardinerwwww.latitutdeinsights.com.au & www.parallelinsights.com<br />

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