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–Mobile Apps
When numbers tell a story
May 2015
2
Premise
- Mobile -> cea mai dinamica piata
- Shimbari greu de anticipat/ previzionat
- Cand ai putut masura in cifre un trend poti sa fii convins ca el
este deja masa
Piata incearca sa
ofere “orice”
Consumatortii se
plictisesc repede de ce au
si “obliga” la dinamism
3
Avem nevoie de o poza a statusului actual
Pentru ca distanta dintre consumator si aplicatii este din ce in ce mai mica
si nu mai vorbim de ideal -> vorbim de actual
- 2011 -> puteam identifica aplicatia ideala si ce isi doresc
- 2013 -> aveau in minte o “aplicatia ideala” dar daca o cautai ea deja
exista
- 2015 -> le este greu sa isi imagineze ce anume au nevoie si nu gasesc
momentan
- Pentru a vedea unde ne pozitionam vs. global
- Pentru a actiona astazi si a nu lasa pe maine
4
Mobile marketing azi
Incepem sa trecem de la “am primit un SMS care nu mi se adreseaza
personal” la “ eu de ce nu am invite la eventul x?”
- Din ce in ce mai multe brand-uri au inteles importanta relevantei
- Cosumatori targetati relevant schimba perceptia overall cu privire la
promovarea pe mobile
-> Cheia: sa faci consumatorul sa isi doreasca si el sa primeasca
informatiile tale
Parte intregrata din digital si din
comunicare
5
Abordarea de anul
acesta
= care este contextul
actual al pietei?
300 x
ani
urban mare
barbati si femei
interviuri online
utilizatori smartphone
16 - 45
Cercetare
cantitativa
Contextul actual
7
Care sunt cele mai
utilizate marci de
smartphone
Samsung
Nokia
iPhone/ Apple
HTC
Sonny
Blackberry
LG
Huaweii
Alta marca
Comparativ cu anii anteriori:
- Usoara crestere pentru
Samsung HTC si Sony
- Scadere usoara pentru
Nokia, Blackbery si LG
- Allview si Huawei -> new
entry printre cele mai
utilizate
16%
3%
5%
5%
6%
9%
11%
12%
13%
48%
8
Cat de des descarca
aplicatii?
21%
32%
20%
27%
0%
O data pe saptamana
O data la 2-3 saptamani
O data pe luna
De cateva ori pe an
Nu am descarcat niciodata
o aplicatie
- Medie constanta: o data la
3 saptamani
- Freceventa mai mica ->
devin mai selectivi
- Multe aplicatii preinstalate
2013
34%
25%
16%
23%
2%
Frecventa descarcare aplicatii 2015
9
Cate aplicatii folosesc
32%
28%
16%
8%
15%
1-10 aplicatii 11-20 aplicati 21-30 aplicatii 31-40 aplicatii Mai mult de 40
aplicatii
Aplicatii instalate
25%
38%
10%
14%
1-3 aplicatii 4-6 aplicati 7-9 aplicatii 10 sau mai multe
aplicatii
Aplicatii folosite zilnic sau aproape zilnic
24 aplicatii instalate
in medie
7 aplicatii folosite zilnic
in medie
10
Ce aplicatii folosesc
62%
48%
35%
25%
21%
15%
15%
9%
8%
7%
6%
4%
Retele de socializare
Instant Messaging (IM)
E-mail
Organizatorice
Jocuri
Motoare de cautare si referinte
Imagini si video
Harti si directii
Aplicatii utilitare pentru telefon
Comenzi si shopping
Muzica si radio
Entertainment (altele decat jocuri)
Diferente vs. anii anteriori:
- Creste social media si
instant messaging
- Scad jocurile
Cele mai des folosite 3 aplicatii –
raspunsuri spontane
Focus pe Socializare
12
Retele de socializare
utilizate 93%
81%
56%
24%
17%
20%
10%
8%
4%
89%
41%
19%
13%
8%
6%
3%
3%
1%
Instalate
Utilizate cel putin o data pe saptamana
Doar 1% nu au instalata nicio
retea de socializare
Doar 5% nu folosesc cel putin o
data pe saptamana o retea de
socializare
Mentionate spontan
printre cel mai des
folosite
59%
6%
2%
1%
13
Instant Messaging
utilizat
73%
70%
47%
40%
33%
19%
61%
52%
23%
17%
14%
4%
Instalate
Utilizate cel putin o data pe saptamana
7%
Doar 3% nu au instalata nicio
aplcatie de IM
Doar 8% nu folosesc cel putin
o data pe saptamana o
aplicatie de IM
Confuzie si suprapunere FB cu
FB Messenger
29%
4%
7%
9%
Mentionate spontan
printre cel mai des
folosite
14
Cum distribuie informatii
de pe telefonul mobil 73%
46%
48%
36%
7%
49%
19%
17%
8%
1%
Facebook (wall)
Facebook Messenger
Alte aplicatii IM (ex:
WhatsApp, Viber etc.)
E-mail
Alte retele de socializare
(ex:Twitter/ Instagram)
46% dark
sharing
Sharing pe
telefonul mobil
Noi tipuri de aplicatii utilizate
-comenzi si plati-
16
Efectuare comenzi
prin telefon
Cat de des?
13%
18%
16%
33%
20%
O data pe saptamana
O data la 2-3
saptamani
O data pe luna
De cateva ori pe an
Nu am folosit niciodata
o astfel de aplicatie
47%
37%
31%
30%
11%
10%
Taxi
Mancare (pizza,
catering etc.)
Haine, incaltaminte,
accesorii
Bilete la film/ teatru
Comanda rovinieta/
asigurare auto etc.
Rezervari la
restaurant
Ce folosesc? *
In 2013 -> 45% erau interesati
de astfel de aplicatii
In 2015 -> 80% au folosit cel
putin o data o astfel de
aplicatie
* Din esantion total
31% folosesc
constant
Utilizare mai mare/ mica comparativ cu interesul manifestat in 2013
17
Plati prin intermediul
telefonului
33%
17%
11%
10%
10%
7%
Facturi
Bilete la film/ teatru
Bilete pentru
transportul in comun
Plata Rovinieta
Taxi
Parcare
Cat de des?
7%
13%
11%
26%
43%
Ce platesc?*
O data pe saptamana sau mai des
O data la 2-3 saptamani
O data pe luna
De cateva ori pe an
Nu am folosit niciodata o
astfel de aplicatie
* Din esantion total
In 2013 -> 43% erau interesati
de astfel de aplicatii
In 2015 -> 57% au folosit cel
putin o data o astfel de
aplicatie
20% folosesc
constant
In afara de plata facturilor utilizarea este mai mica comparativ cu
interesul manifestat in 2013
X vs. Y -> Cat de mare este
generation gap-ul?
19
vs.
Generatia Generatia
Valorifica
Tehnoogia
Individualismul/ independentaTimpul
Asimilata/ se adapteaz la ea Integrata/ cresc cu ea
Telefonul mobil Pragmatic: Conectare si job Interactiv: Socializare si vizual
20
Generatia Generatia
Social Media
• Descarca apps o data pe luna
sau mai rar
• 22 aplicatii instalate si 7
folosite frecvent
• Harti si directii, banking,
business, news, imagini
• 48% dark sharing
• Descarca apps o data pe
saptamana sau mai des
• 25 aplicatii instalate si
folosesc frecvent 8
• Entertainment, IM, jocuri, new
social media, muzica
• 44% dark sharingOrganizatorice
si masurari
IM
E-mail
21
Genration Gap este din ce in ce mai mic -> doar din punct de
vedere al frecventei de utilizare a aplicatiilor, nu si a penetrarii lor
Comune ambelor
generatii
22
Avem aplicatii specifice fiecarei generatii (i.e. Yahoo Messenger
pentru X si Instagram pentru Y), insa in general rata de
cunoastere si incercare a acestora este similara intre generatii
Comune ambelor
generatii
23
Mijloace de comunicare aduse dinspre
Y catre X si asimilate de aceasta
In trecut specifice generatiri Y acum specifice ambelor
Organizare si masurare adus dinspre
X catre Y si integrate in stilul de
viata personal
In trecut specifice generatiri X, acum specifice ambelor
24
- Consumatori mai selectivi-> nu mai descarca orice li se pare cool
- Deschidere catre comenzi si plati online
- Diferenta vine din contentul efectiv al aplicatiilor/ cum fac/ cum sunt si nu
ce fac
- Batalia se duce intre apps intalate vs. folosite. Si intre app folosite vs.
folosite frecvent
25
Key take-out-> Frecventa de instalare scade, dar creste engagementul
cu anumite aplicatii, cele care chiar aduc valoare in viata oamenilor
Intram intr-o noua etapa de dezvoltare a aplicatiilor, atunci cand
relevanta si continutul unei aplicatii conteaza mai mult decat forma
sa (sau ideea).
Focus pe relevanta, usurinta de folosire/ intelegere si engagement
constant
Now you know!–
www.facebook.com/UnlockResearch
www.unlockers.ro

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Mobifest 2015 - Mobile Apps, a picture of today

  • 1. –Mobile Apps When numbers tell a story May 2015
  • 2. 2 Premise - Mobile -> cea mai dinamica piata - Shimbari greu de anticipat/ previzionat - Cand ai putut masura in cifre un trend poti sa fii convins ca el este deja masa Piata incearca sa ofere “orice” Consumatortii se plictisesc repede de ce au si “obliga” la dinamism
  • 3. 3 Avem nevoie de o poza a statusului actual Pentru ca distanta dintre consumator si aplicatii este din ce in ce mai mica si nu mai vorbim de ideal -> vorbim de actual - 2011 -> puteam identifica aplicatia ideala si ce isi doresc - 2013 -> aveau in minte o “aplicatia ideala” dar daca o cautai ea deja exista - 2015 -> le este greu sa isi imagineze ce anume au nevoie si nu gasesc momentan - Pentru a vedea unde ne pozitionam vs. global - Pentru a actiona astazi si a nu lasa pe maine
  • 4. 4 Mobile marketing azi Incepem sa trecem de la “am primit un SMS care nu mi se adreseaza personal” la “ eu de ce nu am invite la eventul x?” - Din ce in ce mai multe brand-uri au inteles importanta relevantei - Cosumatori targetati relevant schimba perceptia overall cu privire la promovarea pe mobile -> Cheia: sa faci consumatorul sa isi doreasca si el sa primeasca informatiile tale Parte intregrata din digital si din comunicare
  • 5. 5 Abordarea de anul acesta = care este contextul actual al pietei? 300 x ani urban mare barbati si femei interviuri online utilizatori smartphone 16 - 45 Cercetare cantitativa
  • 7. 7 Care sunt cele mai utilizate marci de smartphone Samsung Nokia iPhone/ Apple HTC Sonny Blackberry LG Huaweii Alta marca Comparativ cu anii anteriori: - Usoara crestere pentru Samsung HTC si Sony - Scadere usoara pentru Nokia, Blackbery si LG - Allview si Huawei -> new entry printre cele mai utilizate 16% 3% 5% 5% 6% 9% 11% 12% 13% 48%
  • 8. 8 Cat de des descarca aplicatii? 21% 32% 20% 27% 0% O data pe saptamana O data la 2-3 saptamani O data pe luna De cateva ori pe an Nu am descarcat niciodata o aplicatie - Medie constanta: o data la 3 saptamani - Freceventa mai mica -> devin mai selectivi - Multe aplicatii preinstalate 2013 34% 25% 16% 23% 2% Frecventa descarcare aplicatii 2015
  • 9. 9 Cate aplicatii folosesc 32% 28% 16% 8% 15% 1-10 aplicatii 11-20 aplicati 21-30 aplicatii 31-40 aplicatii Mai mult de 40 aplicatii Aplicatii instalate 25% 38% 10% 14% 1-3 aplicatii 4-6 aplicati 7-9 aplicatii 10 sau mai multe aplicatii Aplicatii folosite zilnic sau aproape zilnic 24 aplicatii instalate in medie 7 aplicatii folosite zilnic in medie
  • 10. 10 Ce aplicatii folosesc 62% 48% 35% 25% 21% 15% 15% 9% 8% 7% 6% 4% Retele de socializare Instant Messaging (IM) E-mail Organizatorice Jocuri Motoare de cautare si referinte Imagini si video Harti si directii Aplicatii utilitare pentru telefon Comenzi si shopping Muzica si radio Entertainment (altele decat jocuri) Diferente vs. anii anteriori: - Creste social media si instant messaging - Scad jocurile Cele mai des folosite 3 aplicatii – raspunsuri spontane
  • 12. 12 Retele de socializare utilizate 93% 81% 56% 24% 17% 20% 10% 8% 4% 89% 41% 19% 13% 8% 6% 3% 3% 1% Instalate Utilizate cel putin o data pe saptamana Doar 1% nu au instalata nicio retea de socializare Doar 5% nu folosesc cel putin o data pe saptamana o retea de socializare Mentionate spontan printre cel mai des folosite 59% 6% 2% 1%
  • 13. 13 Instant Messaging utilizat 73% 70% 47% 40% 33% 19% 61% 52% 23% 17% 14% 4% Instalate Utilizate cel putin o data pe saptamana 7% Doar 3% nu au instalata nicio aplcatie de IM Doar 8% nu folosesc cel putin o data pe saptamana o aplicatie de IM Confuzie si suprapunere FB cu FB Messenger 29% 4% 7% 9% Mentionate spontan printre cel mai des folosite
  • 14. 14 Cum distribuie informatii de pe telefonul mobil 73% 46% 48% 36% 7% 49% 19% 17% 8% 1% Facebook (wall) Facebook Messenger Alte aplicatii IM (ex: WhatsApp, Viber etc.) E-mail Alte retele de socializare (ex:Twitter/ Instagram) 46% dark sharing Sharing pe telefonul mobil
  • 15. Noi tipuri de aplicatii utilizate -comenzi si plati-
  • 16. 16 Efectuare comenzi prin telefon Cat de des? 13% 18% 16% 33% 20% O data pe saptamana O data la 2-3 saptamani O data pe luna De cateva ori pe an Nu am folosit niciodata o astfel de aplicatie 47% 37% 31% 30% 11% 10% Taxi Mancare (pizza, catering etc.) Haine, incaltaminte, accesorii Bilete la film/ teatru Comanda rovinieta/ asigurare auto etc. Rezervari la restaurant Ce folosesc? * In 2013 -> 45% erau interesati de astfel de aplicatii In 2015 -> 80% au folosit cel putin o data o astfel de aplicatie * Din esantion total 31% folosesc constant Utilizare mai mare/ mica comparativ cu interesul manifestat in 2013
  • 17. 17 Plati prin intermediul telefonului 33% 17% 11% 10% 10% 7% Facturi Bilete la film/ teatru Bilete pentru transportul in comun Plata Rovinieta Taxi Parcare Cat de des? 7% 13% 11% 26% 43% Ce platesc?* O data pe saptamana sau mai des O data la 2-3 saptamani O data pe luna De cateva ori pe an Nu am folosit niciodata o astfel de aplicatie * Din esantion total In 2013 -> 43% erau interesati de astfel de aplicatii In 2015 -> 57% au folosit cel putin o data o astfel de aplicatie 20% folosesc constant In afara de plata facturilor utilizarea este mai mica comparativ cu interesul manifestat in 2013
  • 18. X vs. Y -> Cat de mare este generation gap-ul?
  • 19. 19 vs. Generatia Generatia Valorifica Tehnoogia Individualismul/ independentaTimpul Asimilata/ se adapteaz la ea Integrata/ cresc cu ea Telefonul mobil Pragmatic: Conectare si job Interactiv: Socializare si vizual
  • 20. 20 Generatia Generatia Social Media • Descarca apps o data pe luna sau mai rar • 22 aplicatii instalate si 7 folosite frecvent • Harti si directii, banking, business, news, imagini • 48% dark sharing • Descarca apps o data pe saptamana sau mai des • 25 aplicatii instalate si folosesc frecvent 8 • Entertainment, IM, jocuri, new social media, muzica • 44% dark sharingOrganizatorice si masurari IM E-mail
  • 21. 21 Genration Gap este din ce in ce mai mic -> doar din punct de vedere al frecventei de utilizare a aplicatiilor, nu si a penetrarii lor Comune ambelor generatii
  • 22. 22 Avem aplicatii specifice fiecarei generatii (i.e. Yahoo Messenger pentru X si Instagram pentru Y), insa in general rata de cunoastere si incercare a acestora este similara intre generatii Comune ambelor generatii
  • 23. 23 Mijloace de comunicare aduse dinspre Y catre X si asimilate de aceasta In trecut specifice generatiri Y acum specifice ambelor Organizare si masurare adus dinspre X catre Y si integrate in stilul de viata personal In trecut specifice generatiri X, acum specifice ambelor
  • 24. 24 - Consumatori mai selectivi-> nu mai descarca orice li se pare cool - Deschidere catre comenzi si plati online - Diferenta vine din contentul efectiv al aplicatiilor/ cum fac/ cum sunt si nu ce fac - Batalia se duce intre apps intalate vs. folosite. Si intre app folosite vs. folosite frecvent
  • 25. 25 Key take-out-> Frecventa de instalare scade, dar creste engagementul cu anumite aplicatii, cele care chiar aduc valoare in viata oamenilor Intram intr-o noua etapa de dezvoltare a aplicatiilor, atunci cand relevanta si continutul unei aplicatii conteaza mai mult decat forma sa (sau ideea). Focus pe relevanta, usurinta de folosire/ intelegere si engagement constant