81% of UK App Store visitors fail to browse beyond the first 50 apps

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New research from Surikate/GfK, has revealed that the majority of Apple App Store visitors in the UK fail to browse beyond the first 50 apps.


Our research shows that getting an app ranked among the Top 25 or higher in the App Store Charts is crucial, as just over half of iPhone users will not browse beyond the first 25 applications.

Surikate, the mobile marketing specialist, has conducted a survey with GfK, on iPhone user behaviour within the App Store. The study demonstrates that there are on average 52.2 million visits to the App Store every week, findability and searchability have never been more important for mobile app developers.

Browsing at home or on the move?

The vast majority of users are browsing through the App Store at home (86%), where they have more time to discover new apps. Only around a quarter (23%) of users typically browse on the move, with browsing at work coming in closely behind (22%). More interestingly, and somewhat tellingly of the way that people use the devices to fill their ‘spare’ time, 11% of iPhone users confess to browsing for apps whilst on the toilet.

The path to App discovery

When it comes to finding new apps, more than three-quarters of iPhone users (82%) tend to do so by browsing the App Store (predominantly the top 25) – while two-thirds of users have found apps through recommendations from friends and family, demonstrating the importance of kick starting the word-of-mouth effect.

Surikate’s research also sheds light on the number of visitors on the App Store by day and time. For example, if a brand and/or app developer were to have their application in the UK App Store between 6 and 9pm on a Friday night, it would be visible to about 2.61 million users.

But once in the store, what can developers do to convert visitors to loyal users? Presence in the App Store charts is crucial, as 75% of iPhone users will often download apps from here without any prior awareness. However, ranking and presence alone are not enough to drive downloads – 85% of App Store visitors need to see a strong reviews, screenshots or price to be convinced.
There is little to separate the category browsing habits of the sexes, with Games and Entertainment being the top choices for both. However, proving the value in stereotypes, there are signs that men tend to favour Sports, while women prefer to browse Food and Drink.

Key Learnings

  • 6: is the average number of times a user accesses the App Store every week
  • 6 to 9 pm: is the peak time for visitors on the App Store
  • Top 25: is the place to be if you want your app to be discovered
  • 75% of iPhone users claim they download apps they did not previously know about having discovered them in the Top 25 / Top Charts
  • Games, Entertainment, Music: are the most popular categories on the App Store
  • 11.5 minutes: average length of a user’s visit
  • 30 or less: the number of apps an average user has on their phone (excluding those pre-installed on their iPhone)

“Our research shows that getting an app ranked among the Top 25 or higher in the App Store Charts is crucial, as just over half of iPhone users (57%) will not browse beyond the first 25 applications,” reported Jules Minvielle, Surikate’s founder and CEO. He went on to say that “Surikate is constantly striving to provide innovative and unique solutions to generate traffic onto applications and provide app developers with qualitative feedback on different aspects of their applications”.

About the study

  • Interviews in November 2012
  • 1591 iPhone owners, weighted to be representative of audience (mix of both iOS5 and iOS6 users)
  • 10 minutes online questionnaire

The calculations for the number of visits to the App Store are based on an estimate of 9 million iPhone users in the UK.

Browse more info online:
About Surikate
Surikate is specialized in the marketing of mobile applications. Since 2010, Surikate has worked alongside over 300 different clients including some of the biggest agencies (OMD, Group M, Zenith Optimedia…) and brands (Red Bull, Nike, Samsung…) to ensure the successful launch / promotion of their mobile applications. Thanks to its innovative solutions, Surikate rapidly established itself as leader on the French market and opened up its London office in September 2012. Surikate’s expertise lies in its combination of knowledge for mobile application promotion and its strong grasp of high performance tools.
To find out more, visit http://www.surikate.fr/en/

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 http://www.gfk.com or follow GfK on Twitter: https://twitter.com/GfK_en

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Eva Lagarde
EL Communications
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