smartphone app usage in europe, 2014

Smartphones Survey, Europe – May 2014

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Sources : www.mediametrie.fr – February 2014 www.comscoredatamine.com – April 2013 www.italiangoodnews.com – April 2014 www.techaheadcorp.com – July 2013 mobilemarketingmagazine.com – June 2013 Image : plpnetwork.com

own Smartphones

3

Source :

Services.google.com – May 2013

Image : digitaltrends.com

of Smartphone’s owners

use it everyday

4

Source :

Services.google.com – May 2013

Image : digitaltrends.com

of European people

doesn’t leave home

without his mobile phone

5

Source :

www.offremedia.com – Jan 2014

Image : davidbarthe.fr

of cell phone owners use it to go online

it’s the number of apps installed on average per Smartphone

there are more than 1.4 million

Android apps

and more than 1.1 million

IOS apps

6

Source 1: services.google.com – May 2013

Source 2 : appannie.com

Image : blueboat.fr/

it’s the number of Facebook users in Europe

of them are Facebook Mobile users

7

Source :

techcrunch.com - August 2013

it’s the average time that

a Facebook Mobile user

spent on Facebook Mobile

per month, in the World

8

Source :

expandedramblings.com - March 2014

Image : ad-exchange.fr

68,50%

19,00%

10,10% 2,40%

Androïd

IOS

Windows

Autres OS

9

Source :

www.latinpost.com – March 2014

10

Source :

services.google.fr – May 2013

Image : lemonde.fr

0%

20%

40%

60%

80%

100%

At home

On the go

In a store

96% 83%

73%

search

on their Smartphones

every day

11

Source :

services.google.com – May 2013

Image : itespresso.fr

0%

20%

40%

60%

80%

100% 85%

63%

91%

12

Source :

services.google.com – May 2013

Using Smartphones to:

0%

20%

40%

60%

80%

100%

are connected with the business

have visited the business have

communicate about

the business with friends

have made a purchase

47% 57%

18% 33%

13

Source :

services.google.com – May 2013

have purchased

a product or service

on their Smartphone,

in Europe

14

Source :

services.google.com – May 2013

Image : atelier.net/

Mobile apps in Smartphone - Europe

15

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Positive (to achieve the goal)

Negatif (to achieve the goal)

Internal environment

Strengths Strong relationship between the brand and the consumer

/ Trust when the customer have downloaded the app : trust in the brand, and way to communicate between the brand and the consumer

27 mobile apps installed in average per Smartphone After carrying out a search with their Smartphones, 47% of

users are connected with the business, 57% have visited the business, 18% have made « word of mouth » with friends and 33% have made a purchase significant influence of Smartphones and apps on the consumer behavior

32% of Smartphone users have purchased at least one product or service on their device, either on the mobile website, or on a app Smartphone is not only a way to communicate, but also a way to transact with the purchase

Ability to customize Lot of possible options

Threats If an app is bad (bad implementation of

the app) loss of traffic. The app must attract the user’s attention, surprise him and be detached of competitors. Updates are required.

If the consumer doesn’t find what he wants in a minimum time loss of traffic : the app has to allow the user to find whatever he’s looking for in a minimum of time

The app is dependant of OS platforms OS evolve everytime requirement to

update apps Customer haven’t enough experience

to use alone the digital tool : he must be guided in the path

Creation price of an app may be a brake for the small or young companies

External environment

Opportunities 47% of Europeans own Smartphones 64% of Smartphone owners use it everyday 74% of European people doesn’t leave home without

mobile phone Smartphones or tablets are real communication tools. When the app is downloaded, the company should communicate at anytime. It can, thus, propose to him bargains at the right time.

48% of cell phone owners use it to go online way to attract the user with géolocalisation or pop-up

There are 125 million of Facebook users in Europe ; 72% of them are Facebook Mobile users Ability to create traffic and visibility by sharing the app on social networks

52% of Europeans search on their Smartphones everyday Smartphone is a real marketing tool which allows for the company to win visibility and to attract the user with a targeted communication which is sometimes geolocalised

Smartphone is a cross canal portal (communication / news / entertainment)

Apps allow to gather customer data

Weaknesses There are 1.4 million Androids apps and

1.1 million IOS apps there are lot of competitors

Smartphone is a revolutionary tool which allows at the same time to communicate with the customer and about the brand, even entertain him, but also to gather some customer data. If you want that the app works, it have to :

allow to find data easily with a limited time be connected with social networks, in such a way that the customer can share

and advise with friends allow to the customer either purchase a product or a service on the app, or by

sending back to the mobile website of the brand Give to the customer necessary data for a « physical » purchase like points of

sale the nearest, with a suitable backoffice.

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