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