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The Why

Skopos London were charged with exploring app usage consumption and behaviour (across smartphones and tablets), identifying and sizing typology groupings (for development and targeting purposes).

The How

An in-app usage & attitude questionnaire was developed and conducted with a nationally (UK) representative sample of smartphone and/or tablet owners.

The What Now

Samsung were able to identify the types (genre) of apps downloaded, as well as the general attitudes and behaviours towards them – with all outputs cut (and sized) by segment – identifying the ‘core’ apps for different consumers and scale of the associated opportunity. Ultimately helping Samsung offer products and services in a more targeted way.

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