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Survey on Taiwanese Mobile App Users' Behavior

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Date: 14-Apr-2016
No. of pages: 20
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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 for mobile apps and the kinds of apps they have paid for; also included are their payment methods


Companies covered

Apple, Facebook, Instagram, LINE, Netflix, WeChat, YouTube

Survey on Taiwanese Mobile App Users' Behavior

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 Removal 8
3.3 Both Frequency and Duration of Use Highest on Weekends 9
3.4 Social Networking, Game, and Multimedia Apps Catch More Eyeball 10

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

List of Tables

Table 1: Mobile App Categories 21
Table 2: In-app Purchase in Paid and Free Apps 22

List of Figures

Figure 1: Average Time Spent Using Mobile Apps per Day by Taiwanese Mobile Phone Users 5
Figure 2: Mobile Apps Most Frequently Used by Taiwanese Smartphone Users Every Day 6
Figure 3: Frequency of Use and Operating Time per Use of Mobile Apps by Taiwanese Smartphone Users 8
Figure 4: Mobile Apps' Priority for Removal When Phone Capacity Runs Short 9
Figure 5: Mobile Apps with Higher Usage Rate and Operating Time on Weekends 10
Figure 6: Mobile App Content/Services That User Spend the Most and Second Most Time With per Week 11
Figure 7: Percentage of Taiwanese App Users Who've Never Purchased an App and Their Reasons 12
Figure 8: Percentage of Taiwanese App Users Ever Purchased an App and Their Experience 13
Figure 9: Popular Paid Apps for Taiwanese Smartphone Users 14
Figure 10: Categories of In-app Purchases in Free Apps by Taiwanese Smartphone Users 15
Figure 11: Average Single Purchase Value of Paid Apps and In-app Purchases in Free Apps 16
Figure 12: Taiwanese Mobile Phone Users' Payment Methods When Purchasing Mobile Apps 17
Figure 13: Categories of Apps Users Willing to Purchase in 2016 18

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