TURNING  !NSIGHTS  INTO  OPPORTUNITIES  

‘FAITHFUL  COMPANIONS’  

THE  PSYCHOLOGY  OF  APPS    UTE  RADEMACHER  &  JOSEPHIN  WANDT    COLIBRI  RESEARCH,  HAMBURG  MAY  2012  

©  2012  by  COLIBRI  RESEARCH   2  

OVERVIEW  

1  The  Study  Profile  2  Appology  –  the  Psychology  of  App  

Usage  Facts  &  Figures  Between  Omnipotence  and  AddicUon  GeVng  Through  the  Day  With  Apps  The  Digital  Jeannie  An  App  User  Typology  

3  Summary  and  Outlook  

©  2012  by  COLIBRI  RESEARCH   3  

OUR  STUDIES  

Every  year,  we  at  Colibri Research Strategy  Consultants  conduct  a  self-­‐iniUated  and  self-­‐financed  study  on  a  topic  chosen  freely.      

So  far,  our  topics  have  been:  "  ‘Bag  Stories’  –  What  Handbags  Reveal  About  Women;  a  global  study  on  all  conUnents  iniUated  by  WeJane,  Amsterdam  (2008)  

"  The  Call  of  the  PaUent  –  Examining  the  Influence  of  PaUents  on  Physician’s  PrescripUon  Habits  (2009)    

"  A  Suitcase  Full  of  Wishes  –  On  the  Psychology  of  Hotels  (2010)  

"  Network  Kids  and  Silver  Surfers  –    A  Blog  Study  on  the  Online  Shopping  Behaviour  of  Different  GeneraUons  (2011)  

 

©  2012  by  COLIBRI  RESEARCH   4  

METHODOLOGY  

 4  Focus  Groups   Desk  Research   Online  Diaries  

CONTEXT   HYPOTHESES   CREATION   VALIDATION  

"   24  smart  phone  users  between  the  ages  of  25  and  50  

"   50%  women,  50%  men  "   50%  iPhones  and  50%  

Android  smart  phones  "   All  to  use  apps  daily  "   All  to  have  downloaded  at  

least  3  new  apps  in  the  last  3  months  

"   Test  period:  Jan/Feb  2012  

"   SighUng  current  user  data  and  studies  

"   CreaUng  hypotheses  of  possible  moUves  

"   30  respondents  between  the  ages  of  18  and  55  

"   50%  women,  50%  men  "   50%  iPhones  /  50%  Android  "   Have  downloaded  at  least  5  

apps,  2  of  which  are  paid  "   Daily  app  use  "   Regional  spread  "   Conducted  by:  Colibri  

Research,  in  collaboraUon  with  Kernwert  /  Berlin  

"   Test  period:  April  2012  

©  2012  by  COLIBRI  RESEARCH   5  

THE  APP  WORLD  PUT  INTO  NUMBERS  

In  2012,  smartphone  turnover  has  risen  by  31  percent  compared  to  the  previous  year  European  InformaUon  Technology  Observatory  (EITO)  ,  Berlin,  01/09/12  

9%  of  Germans  spend  more  Ome  using  their  apps  on  smartphones  than  tradiOonally  surfing  the  internet  itopnews  06/20/11  

94  minutes  per  day  is  the  average  Ome  that  Germans  use  their  apps  for  itopnews,  01/10/12  

Up  to  90%  of  apps  are  deleted  only  shortly  aTer  they’ve  been  downloaded  hnp://www.iphone-­‐apps-­‐blog.de/studienergebnis-­‐bedeutung-­‐smartphone-­‐apps/,  02/07/12  

©  2012  by  COLIBRI  RESEARCH   6  

BEING  THERE  IS  EVERYTHING  

“The  whole  hype  got  annoying.  Originally  I  wanted  to  buy  an  HTC,  but  the  iPhone  is  simply  unbeatable.”  (Anne,  36)  

“I’m  using  the  iPhone  since  the  first  generaAon.  I’m  an  Apple  fanaAc,  meaning  I  know  Apple  for  9  years  now,  every  now  and  then  I  program  using  Apple.  I  only  own  Apple  products.  I’m  a  real  vicAm.”  (Silam,  25)  

“By  now,  I’ve  got  the  4.  I’m  a  pioneer.  In  the  beginning  I  tried  to  get  it  through  other  sources  because  it  wasn’t  for  sale  on  the  free  market  back  then.  4  weeks  prior,  I  got  it  sent  from  England.”  (Arno,  33)    

“I  had  a  Blackberry  for  a  long  Ame.  It’s  quite  nice  for  business  purposes,  but  not  so  much  for  playing  around  with,  the  same  goes  for  the  design.  I  then  also  wanted  the  iPhone.”  (Sabine,  34)  

©  2012  by  COLIBRI  RESEARCH   7  

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