Thanks to the diversified content and Internet services provided by mobile apps, smartphones have become an indispensable entertainment tool and also part of our daily lives. Therefore, MIC conducted a survey on smartphone users in the fourth quarter of 2015. The aim is to help enterprises planning to tap into the mobile app market or existing market players to enhance their understanding of Taiwanese mobile phone users’ usage and consumption patterns of mobile apps.

List of Topics

Overview of Taiwanese smartphone users‘ app usage patterns, including the average number of apps a person uses per day, the average time they spend on mobile apps per day, and a list of the most frequently used apps
Taiwanese smartphone users’ app usage habits, touching on the most “sticky” mobile apps and what apps will they remove first when their phones are short of internal storage
Summary of Taiwanese mobile app users’ consumption behavior, including the percentage of users who have ever paid formobile apps andthe kinds of appsthey have paid for; also included are their payment methods

List of Companies


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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

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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

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