An insight into i phone user behaviour within the app store surikate_gfk

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

iPhone survey

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

iPhone survey

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

iPhone survey

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

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

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

iPhone survey

When and where are they
using the App Store ?

12

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


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


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


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
conjunction with any other day


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

iPhone survey

How are they browsing
the App Store?

18

iPhone survey

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


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


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


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



8%
look beyond the first 100
Question: when browsing, typically and approximately how far will you get?
22


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

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


The app purchase
journey

25


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


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


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


Appendix

29


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


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

An insight into i phone user behaviour within the app store surikate_gfk

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