smartphone app usage in europe, 2014
DESCRIPTION
What are the usage of smartphone and apps in Europe in 2014. What kind of App should you do to increase sales and download?TRANSCRIPT
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
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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
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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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