Apps drive smartphone uptake
VALUE ADDED SERVICES| April 30, 2012, 10:27 a.m.
Apart from the desire for better or faster internet access, the main reason for buying a smartphone is to gain access to mobile apps, according to Ericsson ConsumerLab’s Emerging App Culture report. The report is the result of research conducted in the high-growth markets of Russia, India and Brazil, and also reveals that new smartphone users embrace apps at the same pace as mature users.
In addition, 69% of smartphone users in the survey accessed internet using apps on a daily basis and 20% used data-intensive services like video, TV, maps or navigation apps daily.
The top 10 activities performed by consumers who have recently purchased a smartphone, starting with the most popular, are: check in to locations, use maps for navigation or traffic info, watch internet TV, watch movies, play online games, watch streaming video, play games on social networking sites, watch live news, use Twitter, and read/write blogs.
Jasmeet Singh Sethi, Senior Specialist, Ericsson ConsumerLab, says: "The app culture emerging in these high-growth markets reflects a trend similar to that in the US and other parts of the developed world. Apps are no longer only for early adopters.
Although mature users use their apps more frequently than new users of smartphones, we see a general evolution toward new users purchasing increasingly specialised apps, such as those for dating services and price comparison, from the moment they get their smartphones. Usage of these specialized apps is almost as high among new users as it is among mature users."
Some app usage characteristics differ compared to mature markets. Two out of five users rarely or never visit an official app marketplace and instead download apps from third party sites and forums. Around half of the users downloaded apps on PC first and then transferred them to smartphones to save on data limits.
In terms of respondents’ daily app usage, 49% reported using apps for social networking, 39% for chat, 31% for weather forecasts, 26% for news, 20% for maps, GPS and navigation, and 12% for timetables and traffic.
"These figures reveal strong interest in apps that enable consumers to deal with daily challenges and interact with people, places and things in their urban surroundings. We believe that, "Smartphones and apps will be key in transforming everyday life for people in high growth markets going forward into the Networked Society", comments Sethi.
MORE VALUE ADDED SERVICES NEWS
Azimo launches instant Vodafone M-Pesa transfers from EuropeAzimo, the online money transfer service, has announced that customers across Europe can now send money instantly to the mobile “eWallets” of M-PESA’s 19 million subscribers in Kenya. Read More
Airtel introduces free Twitter accessUntil 15th January 2015, Airtel Kenya customers can enjoy free access to Twitter on their mobile devices. Read More
Tigo music platform set to boost Ghanaian artistsTigo’s new music platform is set to boost artists and give music lovers real value for money. Read More
Apollo Hospitals, Airtel seal telemedicine dealTwo Indian giants, Apollo Hospitals and Airtel Nigeria, have struck a deal designed to bring affordable health care to Nigerians and Airtel’s Premier customers. Read More
Millicom partners Deezer to bring Tigo Music to 5 African marketsTelecoms and media firm Millicom has announced an extension of its partnership with music streaming service Deezer to take its Tigo Music service to five markets in Africa. Read More
Airtel Money offers KRA mobile tax payment servicesBharti Airtel has partnered with the Kenya Revenue Authority (KRA) to offer Kenyan citizens an opportunity to pay their taxes through Airtel Money. Read More
Embracing mCommerceThere’s a word on the lips of everyone in the know these days, and that word is “mCommerce”, says Red & Yellow. Read More
Airtel Money launches new partnership with MOGASAirtel Uganda and MOGAS have officially unveiled their new partnership that allows customers to pay for any MOGAS products and services using Airtel Money at their 38 stations across Uganda. Read More
Econet launches Connected Car serviceEconet has launched yet another revolutionary product branded the Econet Connected Car. Read More
FEATURED STORYGrowing African focus on data security
Beachhead Solutions’ new SA and Mauritius country manager explains the challenges and solutions around securing customer data and compliance with new personal information legislation.
BEST READ NEWS
IN DEPTHAfrica lags on digital migration
Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.
COMPANY NEWSSchneider Electric off-grid, on-profit solutions to create social change in African rural communitie
Schneider Electric South Africa has set itself a target to create access to energy for 20,000 Africans by the end of this year.SAP accelerates shift to the Cloud with 41% revenue growth in third quarter
SAP has once again raised its revenue outlook, reporting broad market adoption of SAP HANA and its ‘Run Simple’ strategy validated.