App Behaviour in India

A study of app behaviour in Asia  provides useful insights for developers and marketers alike.

Of the 33 mobile apps Indians install on their smartphones, they end up using only about 9, a study by Google and TNS has found, reports Economic Times. In general, the “Mobile App Marketing Insights: Asia” study found that emerging markets have fewer installed apps compared to developed markets. 

The study looked at 10,000 smartphone users in ten Asian countries — India, Philippines, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Korea, Japan and China — in the age group of 18-64 to understand their app behaviour.

Surprisingly, India tops the list of users who have made an “in-app” purchase or made a payment for app related digital goods.   

App store searches and personal recommendations are top sources for new app discovery across Asia, but in India, suggestions from family and friends are the reasons a user would install an app.


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