Samsung

The Challenge

Samsung, as one of the world’s leading smartphone and tablet manufacturers, needed to gain a deeper understanding of how UK, South Korea & China consumers were actually using apps on their devices. With an increasingly competitive app ecosystem — ranging from entertainment and lifestyle to productivity and commerce — Samsung wanted to:

Map consumption patterns across smartphones and tablets to reveal which apps were most valued by different consumer groups.
Identify and size typology groupings (clusters of users defined by app usage behaviour, interests, and motivations).
Explore attitudes and perceptions towards apps, including trust, frequency of use, and drivers of engagement.
Use insights to inform product development, service partnerships, and targeting strategies, ensuring Samsung devices continued to deliver maximum value for consumers.

By segmenting the market in this way, Samsung could build a clearer picture of the “core apps” that anchored device usage and represented commercial opportunities.

The Solution

Skopos developed a bespoke research programme combining both behavioural and attitudinal measures:

In-app usage & attitude survey designed to capture real-world consumption patterns, motivations, and barriers.
Conducted with a nationally representative UK, South Korea & China sample of smartphone and tablet owners to ensure insights reflected the wider market.
Segmentation analysis applied to classify participants into distinct typologies based on app genre usage, frequency, and attitudinal drivers.
App categories explored included entertainment, gaming, social media, productivity, lifestyle, commerce, and utility apps.
Outputs included not just what people downloaded, but how and why they engaged, uncovering both functional and emotional connections with apps.

The Outcome

The research enabled Samsung to take a more targeted and strategic approach to product and service development:

Identified “core app genres” by consumer segment — such as gaming-heavy youth clusters, productivity-led professionals, or lifestyle-driven parents.
Quantified the scale of each typology, allowing Samsung to size opportunities and prioritise the most commercially valuable groups.
Informed partnership strategies, guiding which categories of apps and services Samsung should integrate, pre-install, or promote.
Provided actionable insights into attitudinal drivers (e.g. security, convenience, entertainment value), shaping both marketing communications and product positioning.
Ultimately enabled Samsung to deliver more personalised, relevant experiences for customers, increasing device engagement and strengthening brand loyalty.

This programme gave Samsung a clear roadmap for aligning devices and services with the app behaviours that matter most to consumers — ensuring the brand remained at the centre of these markets evolving digital lifestyle.

Samsung

The Challenge

The Solution

The Outcome

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