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
MTN Swaziland offers mobile financial services with EricssonMTN has deployed Ericsson Converged Wallet to provide a premium mobile money experience for more than 275,000 mobile wallet users and 3,000 agents in Swaziland. Read More
Airtel, Kenya Red Cross launch public emergency information serviceBharti Airtel has teamed up with Kenya Red Cross Society to launch the first of its kind public emergency information service in Kenya. Read More
EcoCash gets SA approvalEcoCash and its South African partners have secured approval from the South Africa Reserve Bank to start a cross border remittance service from South Africa. Read More
KTDA, Safaricom partner on cashless paymentLeading tea management agency, Kenya Tea Development Agency (KTDA), has partnered with Safaricom to roll out a cashless payment solution at all its 66 factories across the country. Read More
Airtel launches first mobile tap and pay system in GhanaAirtel Ghana has added another first to its credits as it has rolled out an innovative service through their Airtel Money that allows a tap and pay, contactless payment based on the Near Field Communications (NFC) technology. Read More
Vodafone gives hope to Ghanaian Farmers with Vodafone Farmers ClubGhanaian farmers can now receive relevant crop and location specific information in their own language through a bespoke SIM card. Read More
Standard Bank introduces a first in SA: smart watch bankingStandard Bank today announced plans to embrace wearable technology, with the forthcoming release of its Apple Watch banking app in SA. Read More
Prepay Nation, Airtel Kenya to offer international mobile top-upPrepay Nation, a leading provider of cross-border prepaid mobile airtime transfers, has announced its partnership in Kenya with Bharti Airtel. Read More
SimbaPay launches international access to M-Pesa PayBillSimbaPay has launched the first product to allow Kenyans living abroad to make M-Pesa PayBill payments. Read More
FEATURED STORYIHS plans to inject fresh $500m to grow capacity
Mohammed Darwish, managing director of IHS Towers, says the firm will soon inject another $500million into the business after raising some $2.5billion to finance expansion drives. Darwish spoke with biztecafrica.com in Lagos.
BEST READ NEWS
IN DEPTHAs curtain falls on MDGs, what next?
Dr. Bjorn Lomborg, president of the Copenhagen Consensus Centre, speaks to Biztechafrica about setting smart targets.
COMPANY NEWSMTN Business expands partnership with Samsung to offer enterprise customers increased security
Samsung Electronics South Africa has announced that MTN Business has been appointed as a reseller of Samsung’s KNOX licenses to its customers.