Ericsson's Consumerlab report
According to Ericsson ConsumerLab's Emerging App Culture report, apart from the desire for better or faster internet access, the main reason for buying a smartphone is to gain access to mobile apps. The report is the result of research conducted in the high-growth markets of Russia, India and Brazil, and also reveals that new smartphone users embrace apps at the same pace as mature users. In addition, 69 per cent of smartphone users in the survey accessed internet using apps on a daily basis and 20 per cent used data-intensive services like video, TV, maps or navigation apps daily.
For consumers, being connected and having access to tools and services is what matters. They make little distinction between having a smartphone and the apps they use in it. However, mobile apps are used differently across the three markets, with Indian smartphone users more interested in downloading personalization apps, apart from social media apps and games. On the other hand, Russians put their smartphones to more utilitarian use and used apps that benefit the flow of their everyday lives, such as those for navigation and maps, shopping comparisons, barcode scanners, translators, dictionaries and so on, while the Brazilians used apps that enhanced their social interactions.
Jasmeet Singh Sethi, Senior Specialist, Ericsson ConsumerLab, said, "The app culture emerging in these high-growth markets reflects a trend similar to that in the US and other parts of the developed world. Apps are no longer only for early adopters. Although mature users use their apps more frequently than new users of smartphones, we see a general evolution toward new users purchasing increasingly specialized apps, such as those for dating services and price comparison, from the moment they get their smartphones. Usage of these specialized apps is almost as high among new users as it is among mature users."
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