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What are the usage of smartphone and apps in USA in 2014. What kind of App should you do to increase sales and downloard?
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Smartphones Survey, USA – May 2014
2
Sources :
informer-autrement.fr - Dec. 2013
pewinternet.org - January 2014
Image : plpnetwork.com
own a mobile phone
are Smartphones
3
Source :
pewinternet.org – january 2014
Image : digitaltrends.com
who own a mobile phone,
have a Smartphone
it’s the average time that an American
spend on his Smartphone every day
4
Sources : Emarketer.com – august 1, 2013 Image : centerblog.net
of Smartphone owners use it everyday
doesn’t leave home without his mobile phone
5
Source :
Services.google.com – May 2013
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Source :
pewinternet.org – january 2014
Image : davidbarthe.fr
of cell phone owners use it to go online
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Source :
thenextweb.com - sept 2013
Image : davidbarthe.fr
of cell phone owners have downloaded
at least one app
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 daily active users of Facebook in the USA
of them are Facebook Mobile users
9
Source :
techcrunch.com - August 2013
it’s the average time that
a Facebook Mobile user
spent on Facebook Mobile
per month, in the World
10
Source :
expandedramblings.com - March 2014
Image : ad-exchange.fr
51,70% 41,60%
3,20% 3,50%
Androïd
IOS
Windows
Autres OS
11
Source :
www.comscore.com – january 2014
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Source :
services.google.fr – May 2013
Image : lemonde.fr
75%
80%
85%
90%
95%
100%
At home
On the go
In a store
96%
84% 83%
search
on their Smartphones
every day
13
Source :
services.google.com – May 2013
Image : itespresso.fr
0%
20%
40%
60%
80%
100% 89%
58%
91%
14
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
64% 59%
18%
38%
15
Source :
services.google.com – May 2013
have purchased
a product or service
on their Smartphone,
in the USA
16
Source :
services.google.com – May 2013
Image : atelier.net/
Mobile apps in Smartphone - USA
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Positive (to achieve the goal)
Negative (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
33 mobile apps installed in average per Smartphone After carrying out a search with their Smartphones, 64% of
users are connected with the business, 59% have visited the business, 18% have made « word of mouth » with friends and 38% have made a purchase significant influence of Smartphones and apps on the consumer behavior
46% 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, in order to be closer to the consumer and to feel himself favored and recognized by the brand.
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 every time 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 2 out of 3 American who own a mobile phone have a
Smartphone 83% of the 18/29 years old who own a mobile phone,
have a Smartphone In average, an American spent 2 hours 21 minutes every
day on his Smartphone 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.
67% of Smartphone owners use it everyday 83% of American people doesn’t leave home without
mobile phone always in a perspective of communication
2 out of 3 cell phone owners use it to go online way to attract the user with geolocalisation or pop-up.
50% of cell phone owners have downloaded at least one app
There are 101 million of Facebook Mobile users Ability to create traffic and visibility by sharing the app on social networks
61% of Americans 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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