According to the ‘Mobile App Marketing Insights: Asia’ study by Google and TNS, of the 33 mobile apps Indians install on their smartphones, they end up using only about 9. ET Telecom reports that moreover, the study also found that emerging markets have fewer installed apps compared to developed markets. The study looked at 10,000 smartphone users in ten Asian countries. These include India, Philippines, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Korea, Japan and China. The subjects analysed included people in the age group of 18-64.
India topped the list of users who have made an in-app purchase or payment for app-related digital goods. Also, according to the study, app store searches and personal recommendations are top sources for app discovery across Asia. However, in India, suggestions from family and friends are the reasons a user installs an app.