Diversified apps create a new digital life for you

        With the advent of the digital era, tablet computers or mobile phones have become modern people's personal partners, especially during the epidemic, people spend more time at home, and rely more and more on digital tools and online platforms. In mobile phones and tablets, APP is an indispensable role to meet our daily needs. GO SURVEY investigated the using behavior of APP of each generation, and shared with you the new digital life of modern people. It also hoped to find the next developable digital service for enterprises and explore new business opportunities!

        

        People generally think that APPs should be convenient, simple and efficient

        

        On the whole, people generally believe that APPs should be convenient, easy to operate and efficient in order to quickly solve the needs. Most people will use free APPs, and delete infrequently used APPs every once in a while, so their loyalty to APPs is not high.

        

        In addition to the fact that "free" can drive people to download and use the APPs, this APP has the opportunity to exist in consumers' mobile phones for a long time if it can continuously improve the using experience with a unique mobile device experience.

        According to the survey, the young generation has a high dependence on APP. They believe that APP makes life more convenient and efficient than using web pages, and they do not exclude the use of new APP. Relatively speaking, the mature generation has a more reserved attitude towards APP. To improve the use rate and recognition degree of APP, in addition to introducing APP into daily life through education a, relevant APP should also adjust the design to make the function more intuitive and easier.

        

        Heavily-dependent users of young generation use more than 10 APPs a day

        Have you carefully calculated how many APPs are in your mobile phone? According to GO SURVEY, the average number of APPs downloaded by the public is 27.6 (excluding built-in APPs), while 7.7 APPs are used on average every day. Among them, 48% of the people download more than 21 APPs by themselves (excluding built-in APPs), while 20% of them use more than 10 mobile APPs every day. Most of them are young generation.

        

        From the perspective of generation differences, the number of APPs downloaded (20 / 30) or used by them every day (8.3 or more) is more than that of mature generation (40 / 50). On the other hand, 92.8% of the people use free APP, which shows that free APPs still account for the large part, while the proportion of 30 is slightly higher (8.3%) in using the paid APPs. In addition to thinking about how to attract users to download and use, the APP industry needs to examine how to retain users for a long time in the future to make it become a habit.

        

        The favorite thing on weekends is using APPs! Younger generations spend more time using APPs

        It can be seen from the survey that the number of hours that people use the APP on weekends (2.1 hours) is significantly higher than that on weekdays (1.6 hours); the number of people who use the APP more than 2 hours on weekends is as high as 42% (vs. 30% on weekdays), indicating that the APP has penetrated into people's daily life.

        

        The hours of use of APP in young generation is more than 2 hours no matter on weekdays or weekends, while that in mature generation is less than 2 hours, which shows that the hours of use of APP in young generation is longer than that in mature generation. The relevant marketing plan can be arranged according to the period and hours to enhance the information or advertising within APP.

        

        People's favorite APP types: communication, finance, online shopping

        

        "Social communication (79%)," financial payment (70%)" and "online shopping (63%)" are the top three favorite APPs of the public, according to the GO SURVEY.

        Obviously, in the digital application, "social", "mobile payment" and "online shopping" are the mainstream. If these projects are put in the daily scenes and combined with the development of innovative business model, they will create business opportunities and promote market momentum.

        

        From the perspective of generations, the younger generation often uses "social communication", "photo and video" and " games", among which the using rate of 20 generations in "photo and video" and " games" is significantly higher than that of other generations; the using rate of 30 generations in "financial payment" and "online shopping" is higher than that of other generations; the using rate of 40 generations in "financial payment" is also higher. "Health care" and "news and magazines" are more frequently used in the 50 generations than in other generations, especially "services and information".

        

        On the whole, the younger generation prefers function and entertainment, while the older generation often uses APPs related to health and lives. Only having a deep understanding of the preferences of different generations of mobile phones can we design APPs that can attract people and create more economic benefits.

        

        Supplement fragmented lives, LINE, FB, YouTube are the favorite.

        

        Although social communication, financial payment and online shopping are the most popular types of APPs for the public, in addition, APPs that have changed the habits of audio-visual and communication of modern people also play an important role.

        

        "Line (97%)," FB (74%) " and " YouTube (73%) " are popular among the public, which can satisfy the modern people's desire for rapid communication, gain of useful information and audio-visual entertainment in fragmented time. This also shows that APPs with" communication "," community "and" audio-visual "functions have become necessary tools in mobile phones.

        

        Next, we will observe different generations' preferences for APP brands from the perspective of APP types

        

        In the social communication category, Instagram (IG) is more popular among the younger generation than the older generation, while Messenger is more popular among the older generation.

        

        In the financial payment category, the younger generation loves LINE Pay and JKOS, and they also loves Apple Pay; the older generation prefers HAPPYGO pay.

        

        In the online shopping category, Shopee is obviously more popular with younger generations; 40 generations prefer momo and Yahoo.

        

        In the photo and video category, YouTube has a significantly higher popularity in the 20th generation; the mature generation likes Iqiyi.

        

        In today's highly digital era, all digital advertising, including community marketing, Internet Word-of-mouth, content marketing and other operations are inseparable from the APP that consumers like to use (such as IG、FB、LINE、YouTube, etc.), so for brand manufacturers, how to make full use of these digital media channels, catch users' eyes and fingers, and drive the continuous growth of revenue and profits will be a big challenge.

        

        The most popular APPs of business type: mass merchandiser, supermarket, online store

        

        "Mass merchandiser (58%)," supermarket (43%) "and" online store (42%) "are the top three APPs of business type that are often used by the public, followed by" Hypermarket (41%) "and" department store (41%) ", which shows the current consumption channel pattern of the public.

        If it is analyzed from the perspective of different generations, the popularity of convenience stores and cosmetics stores of the 20th generation is higher than that of other generations; 30th generation uses department store more than other generations; the using rate of Hypermarket in the 50th generation is higher than that of other generations, which shows that the consumption patterns of each generation are also reflected in the using behavior of APP.

        

        In recent years, many businesses' APPs have extended innovative business opportunities, such as: mobile payment, delivery by different shops, pick-up in batches, making reservation of hot restaurants, parking discount and other convenient functions, which create the using rate, and make APP become another sales medium, further affect people's consumption behavior, and establish new usage habits.

        

        Top 3 common business APP brands: Familymart, Pxmart, 7-11

        What is the most popular specific APP brand store? " Familymart (30%)" won the champion of the most commonly used business APP due to the exchange of goods by points, delivery of coffee cups, payment integration and other services for the members; and " Pxmart (28%)" is also downloaded by many people by successively launching PX Pay and PX Go's pick-up service in batches, which makes it rank the second; "7-11 (22%)" ranking the third, has recently completed the upgrade of service of delivery of coffee cup, and opened the function of " pick-up in other stores and transfer to friends". With the fierce competition among APP businesses, all major APP brands try their best to provide more convenient services, attract consumers to download and use, and seize the opportunity of mobile consumption.

        

        In terms of generations, younger generations use the "Familymart" and "Shopee " more often than other generations. In terms of age, the "McDonald's" is commonly used in the 20th generation; the "7-11" APP is more frequently used in the 30th generation; the "Pxmart" and "Carrefour" APP are often used in the mature generation, and the "HAPPY GO " is also frequently used in the 40th generation.

        It can be found from the commonly used business APPs of each generation that the convenient and fast convenience stores and online shopping have become the common consumption pattern of young people, while the mature generation, as the main role as the chef at home, the stores they often go to shopping also affect the choice of APP use. For businesses, it is very important to understand the main customers and APP users, and develop appropriate functions to improve the using rate, and at the same time, to enhance brand loyalty.

        

        Based on the above survey results, APP and modern people's life are inseparable. In the future, the enterprise's activity planning and media operation should cater to their interests. In the era of digital capabilities leading the market trend, consumers' dependence on brands should be improved. Finally, we make a brief summary of the "young" and "mature" generations.

        

        The young generation (20 / 30) is heavily dependent users of APP. How to attract these young people who use digital tools as a common practice is an important issue for the brand. The commonly used types of APP in the young generation are functional and entertainment. Their attitude emphasizes on convenience, which is reflected in the using behavior of APP. If the APP provides efficient, convenient and entertaining functions, it will have the opportunity to stand out and strengthen the loyalty and adhesion of young people to the brand.

        

        Mature generation (40 / 50) has a more reserved attitude towards the use of APP, and the overall time of using APP is relatively short. However, they will often use life information, health care, news and magazines and other APPs, as well as supermarkets and mass merchandisers' APPs. If the APP can be combined with the daily shopping needs of the mature generation, provide life and health information, and develop a more simple nterface, it is believed that it will strengthen the use and dependence of the mature generation on the APP.

        

        * survey notes: "APP usage preference survey" is the online survey conducted by GO SURVEY market research consultant on GO SURVEY platform from December 20, 2019 to January 14, 2020. A total of 3143 samples were collected. The interviewees were HAPPY GO cardholders aged 18-70. Wei