Ipsos Open Thinking Exchange (OTX) has released the results of a multi-country survey examining usage of mobile applications for brands, products, stores or companies. The researchers find that on average, 51% of respondents regularly use such apps, with the main reasons given for doing so being: to keep informed about the brand, product, store or company (43%); and to get discounts and coupons (41%). In the US, though, app users are more motivated by discounts (50%) and comparatively less so by updates (27%).
The study also looks at whether or not app use corresponds to increased interest in purchases. Overall, 52% of regular app users around the world feel that having an app makes them more interested in buying something from the brand, product, store or company, while 42% said it has no impact. In the US, app users report less of an impact: 42% said their app use spurs increased interest in purchases, while 52% said it has no influence.
Given that updates and discounts are two of the main reasons consumers follow brands on social media sites such as Facebook, Ipsos then conducted a follow-up question, asking all respondents (not just app users) whether they would rather follow a brand, product, store or company on its social media page or have its app. Social media won out in this contest, with 55% saying they’d prefer to follow the brand on social media than to have its app (the US was right on the average). Across the 24 countries measured, only 4 expressed a preference for apps. Those countries were: Turkey (55%); Japan (62%); China (60%); and Australia (51%).
About the Data: The data is derived from the Global @dvisor Wave 42 (G@42), an Ipsos survey conducted between February 5th and February 19th.
The survey instrument is conducted monthly in 24 countries around the world via the Ipsos Online Panel system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.
For the results of the survey presented herein, an international sample of 18,147 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Hungary, Indonesia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+.
Weighting was then employed to balance demographics and ensure that the sample’s composition reflects that of the adult population according to the most recent country Census data, and to provide results intended to approximate the sample universe.