Smartphone app usage in Europe, 2014

Smartphones Survey, Europe – May 2014

2
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 :
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 :

have purchased
a product or service
on their Smartphone,
in Europe
14
Source :
Image : atelier.net/

Mobile apps in Smartphone - Europe
15

16
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.
17

Smartphone app usage in Europe, 2014

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Smartphone app usage in Europe, 2014

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