The document presents a survey on smartphone usage in the USA as of May 2014, highlighting that approximately two-thirds of mobile phone owners have smartphones and spend an average of 2 hours and 21 minutes daily on these devices. It emphasizes the significant role of smartphones in consumer behavior, with 46% of users having made purchases via their devices and the importance of mobile apps for businesses to connect with consumers. Additionally, it outlines the strengths, weaknesses, opportunities, and threats associated with smartphone apps, stressing the need for effective app design and user experience.

1. Smartphones Survey, USA – May 2014

2. 2
Sources :
informer-autrement.fr - Dec. 2013
pewinternet.org - January 2014
Image : plpnetwork.com
own a mobile phone
are Smartphones

3. 3
Source :
pewinternet.org – january 2014
Image : digitaltrends.com
who own a mobile phone,
have a Smartphone

4. it’s the average time that an American
spend on his Smartphone every day
4
Sources :
Emarketer.com – august 1, 2013
Image : centerblog.net

5. of Smartphone owners use it everyday
doesn’t leave home without his mobile phone
5
Source :
Services.google.com – May 2013

6. 6
Source :
pewinternet.org – january 2014
Image : davidbarthe.fr
of cell phone owners use
it to go online

7. 7
Source :
thenextweb.com - sept 2013
Image : davidbarthe.fr
of cell phone owners have
downloaded
at least one app

8. it’s the number of apps installed on average
per Smartphone
there are more than 1.4 million
Android apps
and more than 1.1 million
IOS apps
8
Source 1: services.google.com – May 2013
Source 2 : appannie.com
Image : blueboat.fr/

9. it’s the number of daily active users of Facebook
in the USA
of them are Facebook Mobile users
9
Source :
techcrunch.com - August 2013

10. it’s the average time that
a Facebook Mobile user
spent on Facebook Mobile
per month, in the World
10
Source :
expandedramblings.com - March 2014
Image : ad-exchange.fr

11. 51,70%41,60%
3,20% 3,50%
Androïd
IOS
Windows
Autres OS
11
Source :
www.comscore.com – january 2014

12. 12
Source :
services.google.fr – May 2013
Image : lemonde.fr
75%
80%
85%
90%
95%
100%
At
home
On the
go
In a
store
96%
84%
83%

13. search
on their Smartphones
every day
13
Source :
services.google.com – May 2013
Image : itespresso.fr

14. 0%
20%
40%
60%
80%
100% 89%
58%
91%
14
Source :
services.google.com – May 2013
Using Smartphones to:

15. 0%
20%
40%
60%
80%
100%
are connected
with the
business
have visited
the business have
communicate
about
the business
with friends
have made a
purchase
64%
59%
18%
38%
15
Source :
services.google.com – May 2013

16. have purchased
a product or service
on their Smartphone,
in the USA
16
Source :
services.google.com – May 2013
Image : atelier.net/

17. Mobile apps in Smartphone - USA
17

18. 18
Positive
(to achieve the goal)
Negative
(to achieve the goal)
Internal environment
Strengths
 Strong relationship between the brand and the consumer
/ Trust  when the customer have downloaded the app :
trust in the brand, and way to communicate between the
brand and the consumer
 33 mobile apps installed in average per Smartphone
 After carrying out a search with their Smartphones, 64% of
users are connected with the business, 59% have visited
the business, 18% have made « word of mouth » with
friends and 38% have made a purchase  significant
influence of Smartphones and apps on the consumer
behavior
 46% of Smartphone users have purchased at least one
product or service on their device, either on the mobile
website, or on a app  Smartphone is not only a way to
communicate, but also a way to transact with the
purchase
 Ability to customize, in order to be closer to the consumer
and to feel himself favored and recognized by the brand.
 Lot of possible options
Threats
 If an app is bad (bad implementation of
the app)  loss of traffic. The app
must attract the user’s attention,
surprise him and be detached of
competitors. Updates are required.
 If the consumer doesn’t find what he
wants in a minimum time  loss of
traffic : the app has to allow the user
to find whatever he’s looking for in a
minimum of time
 The app is dependant of OS platforms
 OS evolve every time  requirement
to update apps
 Customer haven’t enough experience
to use alone the digital tool : he must
be guided in the path
 Creation price of an app may be a brake
for the small or young companies
External environment
Opportunities
 2 out of 3 American who own a mobile phone have a
Smartphone
 83% of the 18/29 years old who own a mobile phone,
have a Smartphone
 In average, an American spent 2 hours 21 minutes every
day on his Smartphone  Smartphones or tablets are
real communication tools. When the app is downloaded,
the company should communicate at anytime. It can,
thus, propose to him bargains at the right time.
 67% of Smartphone owners use it everyday
 83% of American people doesn’t leave home without
mobile phone  always in a perspective of
communication
 2 out of 3 cell phone owners use it to go online  way to
attract the user with geolocalisation or pop-up.
 50% of cell phone owners have downloaded at least one
app
 There are 101 million of Facebook Mobile users  Ability
to create traffic and visibility by sharing the app on social
networks
 61% of Americans search on their Smartphones everyday
 Smartphone is a real marketing tool which allows for
the company to win visibility and to attract the user with
a targeted communication which is sometimes
geolocalised.
 Smartphone is a cross canal portal (communication /
news / entertainment)
 Apps allow to gather customer data
Weaknesses
 There are 1.4 million Androids apps and
1.1 million IOS apps  there are lot of
competitors

19. Smartphone is a revolutionary tool which allows at the same time to communicate with
the customer and about the brand, even entertain him, but also to gather some
customer data.
If you want that the app works, it have to :
 allow to find data easily with a limited time
 be connected with social networks, in such a way that the customer can share
and advise with friends
 allow to the customer either purchase a product or a service on the app, or by
sending back to the mobile website of the brand
 Give to the customer necessary data for a « physical » purchase like points of
sale the nearest, with a suitable backoffice.
19

20. 20

37. La Plaine Images
59 200 Tourcoing – France
tel.+33.3.66.72.43.41
info@wazapp.fr