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Survey on Taiwanese Mobile App Users' Behavior

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Thanks to the diversified content and Internet services provided by mobile apps, smartphones have become an indispensable entertainment tool and also part of our daily lives. Therefore, MIC conducted a survey on smartphone users in the fourth quarter of 2015. The aim is to help enterprises planning to tap into the mobile app market or existing market players to enhance their understanding of Taiwanese mobile phone users usage and consumption patterns of mobile apps.
1. Survey Scope and Methods4
2. Mobile App Usage Pattern4
2.1 Less than 10 Mobile Apps Used per Week4
2.2 Average of 90 Minutes Spent on Mobile Apps per Capita per Day5
2.3 Top 10 Mobile Apps Used per Day Mainly Foreign Services6
3. Usage Habits of Mobile Apps7
3.1 Social Networking and Mobile Game as Most Sticky Apps7
3.2 Mobile Game and Dating apps with High Priority for Removal8
3.3 Both Frequency and Duration of Use Highest on Weekends9
3.4 Social Networking, Game, and Multimedia Apps Catch More Eyeball10
4. Mobile App Consumption12
4.1 Nearly 70% Respondents Never Bought Mobile Apps12
4.2 Single Purchase Accounts for Largest Share12
4.3 Game, Learning & Publication, and Map Apps as Top Three Paid Apps13
4.4 Stickers, Game, and Music as Top Three In-app Purchase Categories in Free Apps14
4.5 Average Single Purchase Value Below NT$15015
4.6 56% Purchase Apps by Credit Card16
4.7 Stickers, Game, and Music Content/Services Remain Top Purchase Choices17
5.Conclusion18
5.1 Social Networking Apps Have High Levels of Stickiness18
5.2 Single Purchase Valued Below NT$150 as Main Consumption Mode19
5.3 Need for Continued Service Optimization and Integration with Other Information20
Appendix21
Mobile App Category Definitions21
Glossary of Terms23
List of Companies24
List of Tables
Table 1: Mobile App Categories21
Table 2: In-app Purchase in Paid and Free Apps22
List of Figures
Figure 1: Average Time Spent Using Mobile Apps per Day by Taiwanese Mobile Phone Users5
Figure 2: Mobile Apps Most Frequently Used by Taiwanese Smartphone Users Every Day6
Figure 3: Frequency of Use and Operating Time per Use of Mobile Apps by Taiwanese Smartphone Users8
Figure 4: Mobile Apps Priority for Removal When Phone Capacity Runs Short9
Figure 5: Mobile Apps with Higher Usage Rate and Operating Time on Weekends10
Figure 6: Mobile App Content/Services That User Spend the Most and Second Most Time With per Week11
Figure 7: Percentage of Taiwanese App Users Whove Never Purchased an App and Their Reasons12
Figure 8: Percentage of Taiwanese App Users Ever Purchased an App and Their Experience13
Figure 9: Popular Paid Apps for Taiwanese Smartphone Users14
Figure 10: Categories of In-app Purchases in Free Apps by Taiwanese Smartphone Users15
Figure 11: Average Single Purchase Value of Paid Apps and In-app Purchases in Free Apps16
Figure 12: Taiwanese Mobile Phone Users Payment Methods When Purchasing Mobile Apps17
Figure 13: Categories of Apps Users Willing to Purchase in 201618

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Reports Details

Published Date : Apr 2016
No. of Pages :20
Country :Taiwan
Category :Technology
Publisher :Market Intelligence & Consulting Institute
Report Delivery By :Email
Report Delivery Time :12 to 24 hours after placing the order.

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