Hong Kong Consumers Increasingly Turning to Apps on Their Tablets

Published on: 20th Feb 2013

­Rising adoption of smart devices have enticed increasing numbers of app producers to create useful or fun apps that appeal to users. A recent iPanel study conducted by GfK Hong Kong revealed interesting tablet apps usage and behavioral patterns among consumers in Hong Kong.

Findings revealed that 85 percent of the respondents who are tablet owners enjoy and actively browse to find the latest apps on their device, which follows with 9 in 10 actually downloading free apps. Three quarters of those who downloaded chargeable ones on average paid up to HK$100 for apps in a month.

"Apps are becoming very popular with the rising adoption of smart devices and are a fast and convenient way for the user to access content that are relevant to them at a single touch," said Walter Leung, Managing Director for GfK Hong Kong. "Findings from our study showed that the average number of apps installed by owners on their devices is between 10 and 19 (33%) and 20 to 49 (27%)."

The main sources of information about apps which consumers rely on are app stores, through social media and via friends or family recommendations. Reviews in print media, online advertisements and links incorporated in other apps play important roles as well. However, GfK findings indicated that the most effective trigger that drives app downloads are the online version of 'mainstream' media such as newspapers, radio, magazines and TV.

"The overwhelming choices of apps means some may get neglected and seldom utilized after being downloaded," observed Leung. "This is evidence of the famous long tail concerning digital content - an app really need to have a powerful benefit and relevance or they will fail in the battle to occupy a space on consumers' smart devices," he added.

Apps which are most frequently used by consumers are games (64%), social networking (53%), weather (49%) and entertainment (48%).

"Consumers agreed that advertising within apps in categories such as banking/ finance (39%) and shopping/ retail (41%) garner their interest-a good reason for marketers to create and establish a strong presence among the rapidly widening base of tablets users," shared Leung. "Maximizing the opportunities for real-time offers and cross-promotions on this platform can potentially create and drive demand and eventually make the difference between profit and loss," Leung concluded.

 

Tags: [Hong Kong]