Survey on Taiwanese Mobile App Users Behavior

 Table of Contents

1. Survey Scope and Methods 4

2. Mobile App Usage Pattern 4
2.1 Less than 10 Mobile Apps Used per Week 4
2.2 Average of 90 Minutes Spent on Mobile Apps per Capita per Day 5
2.3 Top 10 Mobile Apps Used per Day Mainly Foreign Services 6

3. Usage Habits of Mobile Apps 7
3.1 Social Networking and Mobile Game as Most Sticky Apps 7
3.2 Mobile Game and Dating apps with High Priority for Remova l8
3.3 Both Frequency and Duration of Use Highest on Weekends 9
3.4 Social Networking, Game, and Multimedia Apps Catch More Eyeball 10

4. Mobile App Consumption 12
4.1 Nearly 70% Respondents Never Bought Mobile Apps 12
4.2 Single Purchase Accounts for Largest Share 12
4.3 Game, Learning & Publication, and Map Apps as Top Three Paid Apps 13
4.4 Stickers, Game, and Music as Top Three In-app Purchase Categories in Free Apps 14
4.5 Average Single Purchase Value Below NT$150 15
4.6 56% Purchase Apps by Credit Card 16
4.7 Stickers, Game, and Music Content/Services Remain Top Purchase Choices 17

5.Conclusion 18
5.1 Social Networking Apps Have High Levels of Stickiness 18
5.2 Single Purchase Valued Below NT$150 as Main Consumption Mode 19
5.3 Need for Continued Service Optimization and Integration with Other Information 20

Appendix 21

Mobile App Category Definitions 21

Glossary of Terms 23

List of Companies 24

List of Tables

Table 1: Mobile App Categories 21
Table 2: In-app Purchase in Paid and Free Apps 22 

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