How Danes use mobile apps
Danes use mobile applications to watch TV, check weather forecasts and choose the best way from point A to point B. Which of them do they find most interesting?
A July website traffic measurement conducted by Gemius shows that almost half of the Danish web activity comes from tablets and smartphones (48 per cent in July 2014). The most frequent choice of internet users who browse the net are iPhones and iPads (38 per cent of mobile traffic) or devices working under Android (10 per cent). It’s no surprise that the business world is increasingly eager to take advantage of mobile apps. Publishers from Denmark respond to customer needs and keep providing new apps. Which of these enjoy the greatest interest among mobile internet population?
"Without the knowledge on the manner in which people use mobile applications, it becomes more difficult to answer customer needs and offer appropriate solutions. Even more challenging a task is to gain competitive advantage without having a chance to compare yourself against competition - says Christian Hjorth".
New data on mobile apps at fingertips
Gemius presents the market’s first data showing the popularity of Danish mobile adds in terms of visits and the amount of time mobile internet users spend on browsing. Although in May the research project covered only seventeen mobile apps belonging to the biggest Danish publishers, the results obtained were sufficient to publish the first ranking.
TV on mobile apps
It turns out that the number one is the TV news service Nyhedscenter, an application by the Danish publisher TV2, which leads in the number of visits (over 10 million) and the amount of time users spend enjoying it (4 minutes per visit on average). The Danish keenness to watch video using an app is further confirmed by the second ranking position taken by an app provided by TV TID (nearly 8 milion visits, almost 3 minutes and 30 seconds).
The third and fifth positions were taken by applications delivering weather information and forecast, i.e. Byvejret (almost 5.2 million visits, over 2 minutes) and Vejret (nearly 600 thousand visits, 1 minute 15 seconds).
Weather navigation within reach
Coming fourth in the ranking is Krak.dk (almost 950 thousand visits, 1 minute 26 seconds), an app offering navigation services.
"Without the knowledge on the manner in which people use mobile applications, it becomes more difficult to answer customer needs and offer appropriate solutions. Even more challenging a task is to gain competitive advantage without having a chance to compare yourself against competition" says Christian Hjorth, the head of the Danish Gemius branch. "With our research service at hand, the later becomes readily available" he points out.
About the research project
The data presented above was obtained through gemiusAudience, a research project conducted by Gemius and commissioned by Danske Medier Research. Gemius runs the analysis in over 30 other countries of Europe, Middle East and North Africa, including Belgium and Luxemburg. It serves as a source of information on website traffic and the socio-demographic profile of online audience. The results it provides are used by advertisers, advertising agencies and media houses to assess the advertising potential of websites and plan online campaigns. The data is also valued by publishers, who use it to determine their share of the online market and evaluate the ad space they have in stock.
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