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