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Transcript of App Report Teaser En
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
DO YOU WANT TO GET THE FULL PICTURE?
GET THE FULL REPORT FOR € 499.- (EXCL. VAT) @ COLIBRI Research Ute Rademacher
Hudtwalckerstrasse 31A D-22299 Hamburg Germany 8 www.colibri-research.com 8 +49 40 46 96 68 82 * [email protected]