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Hong Kong consumers increasingly turning to apps on their tablets: GfK Hong Kong

Games and social media apps rank highest in usage

20 February, 2013, HONG KONG— 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.

Methodology
The GfK iPanel survey was conducted via a population proportionate online survey of Hong Kong residents aged 18 to 65 years old using a quota on gender and age based on the Hong Kong Census 2012. A group of 317 tablet owners completed the survey from 16 to 21 January 2013.

About GfK
GfK is one of the world’s largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.

To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en.

 

Seraphina Wee
Manager I PR & Communications
GfK Asia Pte Ltd | One George Street #22-02 | Singapore 049145

T +65 6826 8622 | M: +65 9385 0222

www.gfk.com


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