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GEUC 4011G Senior Seminar
Market Research of Mobile Apps industry
Fung Sau Ching 1155011782Chu Choi Suet 1155011562Lo Ka Man 1155004053Tsang Wing Tsin 1009614333
http://www.youtube.com/watch?v=JW4Q5cFf22o&feature=related
1. Singapore2. Hong Kong3. Sweden4. Australia5. Spain6. Demark7. Israel8. Finland9. Norway10.New Zealand
Smartphone penetrationin the world
2nd HIGHEST
Hong Kong has the
There’re at least 6 smartphones every 10 people
7 million x 60% =
4.2 millionSmartphone users in Hong
Kong
Years to reach 50 million usersRADIO
38 yearsTV
13 yearsInternet
4 yearsiPod3 years
iPhone applications
Hit1 billion in
9 months
Agenda• Research Objective• Method• Limitation• Research Findings
– Survey– Interview– Company research
• Conclusion and Recommendation
Research Objective
• To study the mobile apps usage habit in
Hong Kong Smartphone users (aged 18-
25)
• Areas:
– Types, time & reasons using apps
– Effectiveness of mobile app-vertising
– Willingness of spending on apps
Method•S
martphone users aged 18 - 25
Survey
•Apptask - Mobile apps developer
Interview
•Pre-releasing campaign
•Post-releasing follow up
•Hyperfactory - mobile agency
Company Research
Survey
Sample Size:
152
Method: Online QuestionnaireSource: FacebookTarget age: 18-25Period: 1 Nov, 2012 – 30 Nov, 2012
Interview
• Date： November 9, 2012• Time： 14:00 - 15:00• Venue： Apptask Limited’s meeting room• Interviewee： Roy Law, Founder and CEO
of Apptask
• Study mobile app campaigns• Look for successful elements
Company Research
Limitation
•Only facebook friends will be invited
•Mostly CUHK students
Survey
•Findings based on interview with one company only
•Not enough to represent the whole industry
Interview
•Campaigns are better tailor-made
Company research
Research Findings
Survey
• Introduction
# Answer
Response %
1 有
135 88%
2 沒有
18 12%
Total 152 100%
88%
12%
Q1.你有沒有使用智能手機 ?
有沒有
Survey
• Introduction
# Answer
Response %
1 少於 1小時
5 4%
2 1-5小時
41 33%
3 5-10小時
28 22%
4 10-15小時
24 19%
5 15小時以上
28 22%
Total 126 100%
4%
33%
22%
19%
22%
Q2.你一個禮拜會花多少時間在用流動電話應用程式 (Mobile
Apps)?少於 1小時1-5小時5-10小時10-15小時15小時以上
# Answer
Response %
1 遊戲
107 85%
2 交通運輸
97 77%
3 圖書與參考資源
52 41%
4 天氣
86 68%
5 娛樂
65 52%
6 媒體與影片
76 60%
7 工具
90 71%
8 攝影
90 71%
9 教育
29 23%
10 新聞與雜誌
67 53%
11 旅遊與地方資訊
26 21%
12 社交
111 88%
13 財經
18 14%
14 購物
28 22%
15 通訊
83 66%
16 運動
14 11%
17 醫療
19 15%
18 音樂與音效
83 66%
3. 你手機內有那幾類應用程式 ? (可選多於一個 )
Q4-7
Branded Apps
4. 你能舉出五個你最常用的流動電話應用程式嗎 ?
93/126 73.8%54/124 43.5%10/124 8%16/124 12.9%6/124 4.8%
Q5&6.
• 5. 你有沒有下載過一些品牌的應用程式 ?(eg. MTR, KMB, H&M, Pizzhut, etc)
• 6. 請舉出一個你最喜愛的品牌應用程式
# Answer
Response %
1 有
99 79%
2 沒有
27 21%
Total 126 100%
28/84 33.3%
Missing data=15*
7. 承上題，請圈出你對以下句子的同意度。Statistic 這個品牌
的應用程式有使你對這個品牌的認識加深。
這個品牌的應用程式有使你對這個品牌的態度變好。
這個品牌的應用程式有使你增加你購買這個品牌的意欲。
我常常會用這個程式。
這個程式很實用。
我會推薦這個程式給朋友
Mean 3.92 3.90 3.64 4.01 4.32 4.10
Standard Deviation
1.18 1.12 1.26 1.37 1.35 1.37
Total Responses
84 84 84 84 84 846 points scale* 84 respondents
Q8-11
Apps usage behavior
8. 請圈出以下應用程式類別的單次使用時間 (分鐘 )
Statistic 遊戲 交通運輸
圖書與參考資源
天氣 娛樂 媒體與影片
工具 攝影 教育
Mean3.99
2.98 2.692.23
3.31
3.763.36
3.612.27
Standard Deviation1.54
1.14 1.680.92
1.72
1.681.29
1.381.55
Total Responses 108 108 108 108 108 108 108 108 108Statistic 新聞
與雜誌
旅遊與地方資訊
社交 財經 購物 通訊 運動 醫療 音樂與音效
Mean 3.55 2.584.49
1.672.06
4.13
1.711.74
3.98
Standard Deviation 1.69 1.711.00
1.311.51
1.30
1.371.30
1.61
Total Responses 108 108 108 108 108 108 108 108 108
9. 請圈出在一星期裡，你會使用多少次以下應用程式類別 ?
Statistic 遊戲 交通運輸
圖書與參考資源
天氣 娛樂 媒體與影片
工具 攝影 教育
Mean3.32
2.48 2.232.73
2.82
2.903.41
3.24
1.92
Standard Deviation1.55
1.15 1.381.44
1.56
1.491.45
1.36
1.33
Total Responses 108 108 108 108 108 108 108 108 108Statistic 新聞與
雜誌旅遊與地方資訊
社交 財經 購物 通訊 運動 醫療 音樂與音效
Mean 2.78 1.854.63
1.61
1.60
4.351.57
1.59
3.30
Standard Deviation
1.55 1.191.00
1.20
1.01
1.281.16
1.08
1.62
Total Responses 108 108 108 108 108 108 108 108 1081=0time 2=1-2times 3=3-4times 4=5-6times 5= >7times
10. 請選出通常你下載一個應用程式的原因(可選多於一個，最多三個 )
Statistic Value
Total Responses 108
# Answer
Response %
1 遊戲朋友推薦
36 33%
2 在應用程式下載平台上獲好評
44 41%
3 被應用程式下載平台的廣告吸引
5 5%
4 有需要(eg. 需要MP4 Player 來開MP4 file)
52 48%
5 想得到遊戲中的代幣
1 1%
6 想得到優惠
3 3%
7 想方便聯絡朋友
80 74%
8 想與朋友分享檔案(包括相片)
25 23%
9 想美化相片
30 28%
10 想把手機個人化(eg. 桌布, 鈴聲)
14 13%
11 方便購物
0 0%
11. 請選出通常你開啟並使用一個應用程式的原因 (可選多於一個，最多三個 )
# Answer
Response %
1 有需要(eg. 需要MP4 Player 來開MP4 file)
46 43%
2 想得到娛樂
29 27%
3 想得到資訊
39 36%
4 想得到遊戲中每日登入的獎賞代幣
4 4%
5 想聯絡朋友
71 66%
6 程式在手機中發出告示
7 6%
7 消磨時間
62 57%
8 覺得會經常用到
26 24%
9 想得到優惠
0 0%
10 想與朋友分享檔案(包括相片)
10 9%
11 想美化相片
11 10%
12 想購物
1 1% Statistic Value
Total Responses 108
Q12 - 14 Appvertising
# Answer
Response %
1 有
12 11%
2 沒有
96 89%
Total 108 100%
11%
89%
Q12.有否曾經主動進入應用程式中的廣告 ?
有沒有
Q12 - 14 Appvertising
# Answer
Response %
1 廣告畫吸引
7 58%
2 廣告中的資訊對你有用
8 67%
3 廣告提供吸引的優惠
4 33%
4 其他:
0 0%
37%
42%
21%
Q13. 為甚麼你會主動進入 ? (可選多於一個，最多三個 )
廣告畫吸引廣告中的資訊對你有用廣告提供吸引的優惠其他
Q12 - 14 Appvertising
• 14. 為甚麼你不曾主動進入 ? (可選多於一個，最多三個 )# Answer
Response %
1 没有留意過應用程式中的廣告
20 21%
2 廣告對你没有用
59 61%
3 廣告畫不吸引
26 27%
4 覺得廣告很煩厭
75 78%
5 其他:
3 3%
Statistic Value
Total Responses 96
Q15 – 17 Apps purchasing behavior
• 15. 你有否曾經使用過現實中的金錢去購買應用程式，應用程式中的升級功能或應用程式中的任何虛擬物品 ?
• 16. 你買過的是甚麼 ? (可選多於一個 )
# Answer
Response %
1 有
27 25%
2 沒有
81 75%
Total 108 100%
# Answer
Response %
1 應用程式
23 88%
2 應用程式的升級功能
7 27%
3 應用程式的任何虛擬物品
3 12%
4 其他:
0 0%
Q15 – 17 Apps purchasing behavior
• 17. 為甚麼没有買過 ? (可選多於一個，最多三個 )
# Answer
Response %
1 可以找到代替品
16 20%
2 基本功能已經足夠
60 74%
3 虛擬物品不吸引
30 37%
4 價錢太貴
24 30%
5 付款方法不方便
18 22%
6 其他:
1 1%
Q2. Favorite Apps by gender
Out of 46 interviewed male…
Out of 61 interviewed female…
1st: Social(95.7%) 1st : Phototaking(86.9%)
2nd: Game(84.8%) 2nd: Game and Transport(85.2%)
3rd : Tools(67.4%) 3rd : Social (83.6%)
Willingness to pay for Apps
Q15 Did you ever pay
Count
sex Total
M F
Q15Did u ever payYes 14(30.4%) 12(19.7%) 26
No 32(69.6%) 49(80.3%) 81
Total 46 61 107
Q7 Regression analysis Model Summarya,c
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .733b .537 .531 .764
Coefficientsa,b
Model Unstandardized Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
(Constant) 1.202 .289 4.153 .000
Q7enhance knowledge of the brand
.690 .071 .733 9.751 .000
Q7 Regression analysis Model Summarya,c
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .594b .353 .345 1.018
Coefficientsa,b
Model Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.028 .407
2.527 .013
Q7improve attitude towards the brand
.670 .100 .594 6.685 .000
Lesson learnt
• Social and communication apps: attractive & time, retention
• Appvertising: not annoying, more targeted
• Restrict valuable features to make money
• Willingness to pay: Male > Female
• Branded apps: build knowledge to build attitude
Interview with Roy Law
App Developing Industry
• 1999: Internet Boom healthier atmosphere
• iPhone released in 2005– media of smart phone applications– more job opportunities – young developers, aged 23-29
• 2010: web design app developing• The next foreseeable three years is
still the ‘golden era’ of app
Business Focus of Apptask
• Types of apps– Brand building– Game– Company internal use (analysis, utility, etc)
• M-Pub– Materials needed like pictures, videos,
articles– Can quickly create a catalog in a short time
• M-Reg
How can an app succeed?
• PROMOTION is the key
– Users need to KNOW an app
– Download frequency
• The only index for an app to be listed on the top
rank in app store (indicating its popularity)
– Traditional advertising is still important
• To promote the app More users Better
marketing effects
The key to make a successful app is…
• IDEA!An app is useful / innovative / entertaining People talk about the app More people use the appe.g. WeChat, Angry Bird
• ‘Share’ is another important feature– Increase popularity
Types of Appvertisment
• Banner• Pop-up• Embedding
• App developers may contact the related companies, offer them with appvertisment opportunities
Effectiveness of Appvertising
• Quite good
• Growing potential– Smart phones become more and more
popular
Company Researches
• Review case studies
• The Hyperfactory: – A mobile agency founded in 2001 – Utilize mobile medium Develops
strategies, campaign and brand ideas for some of the world’s leading brands in all categories
Campaign: ‘Coke Play’• Client: Coca-Cola Oceania • Aims:
– Increase sales of products during promotional period– Encourage interaction of Coke brand & customers– Reinforce Coke’s position globally
• Solution:– Bid prizes by collecting points– Mobile can check point balance, auction status, other
activities
• Result:– 62% bids from mobile phones– User participation levels increased 700% on previous
campaigns– Coke play points were auctioned online for real money
Campaign ‘Colour My World’
• Client: Masterfoods• Aims: Promote new M&M product packaging• Solution:
– Encourage public to create a unique mosaic using M&M confectionary
– Capture finished work of art on their camera phones & upload to the website
– Vote online for favorite images, chosen art were eligible for grand prize
– Vote for favorite M&M colour
• Result:– Achieved the objective– Increasing sales significantly during promotion period
A Successful Case:E-Bay Sunny Sale
• Videohttp://www.cogenta.com/mobile-retail/mobile-marketing-genius-retailer-emart-boosts-sales-with-3d-qr-codes/
What can we learn from the cases?
What can we learn from the cases?
• Aims of companies– Inform/ Persuade/ Remind
• Successful elements of mobile marketing – Capture users’ attention/ Increase popularity
• Promoting the app– Campaign before releasing– Internal outreach
• After debut– Different versions for different platforms– Keep reminding users
Aims of Companies using mobile marketing
• To Inform– Provide latest information to target customers– Maintain relationship– Facilitate interaction
• To Persuade– Increase sales
• To Remind– Reinforce company’s position– Branding
Successful elements of mobile marketing
• Capture users’ attention/ Increase popularity– Innovative campaign ideas– Eye-catching platform designs– Cooperate with other channels/
traditional advertisement– Sharing function incorporated– Provide entertaining games, practical
functions– Provide downloadable materials
Promoting the app
• Campaign before releasing– Use Facebook corporate page and Twitter
to tell users about the release of the app, ‘share’ and ‘retweet’ function
– Pose download link in the company’s corporate blog
– Lauch Youtube videos to introduce the app– Invite bloggers and press reporters to try
the app and write reviews on the web or publishing materials
Promoting the app
• Internal outreach– Send staff an invitation with a feedback
questionnaire– CEOs encourage their staff to download
their company’s app on meetings
After debut
• Updating– Different platforms: iOS, Android,
Blackberry OS– Different languages, especially in
Chinese
• Keep running the campaign
Attractive features of the app
• Brand building apps– Around 80% are a flop, i.e. less than
1,000 downloads– To generate value for the user
• Entertainment: get free music videos, theme• Competition: make pictures and upload to
win
– To generate value for the company• Brand-centric, Promotion of other campaign• Delivery mechanism: urge to buy profit
Attractive features of the app
INTERACTION!
Attractive features of the app
Attractive features of the app
Challenges companies facing in mobile marketing
• Lack of measurement & standards– Need to address the complexity of
creating and measuring rich media mobile ads for brands and agencies globally
• Lack of infrastructure in certain developing countries– Problems: Mobile browser constraints,
delayed 3G roll-outs
Conclusion
• Branded apps is good for building brand knowledge and attitude
• Awareness can be raised• Growing potential • App Promotion Campaigns• Innovative idea and SHARING are the
key
Q&A
