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A consumer survey inside the Grapes’ Establishment was conducted to map out consumer App Usage Patterns
No of respondents (n) = 91
Consumer Demographics
GenderMale = 69Female = 22
AgeBelow 18 = 1 18-25 = 3225-30 = 4830-40 = 10Above 40 = 0
Grapes Digital Survey
24.2%
75.8%
2
Which Apps do people prefer and how do they download them ?
Restaurant & Casual Dining : Consumer Insights
App Landscape
App Discovery Sources
Factors Influencing App Download
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RESTAURANT & CASUAL DINING : CONSUMER INSIGHTS
Consumer Dining Frequency
Frequent restaurant visits evince bright prospects
• 1 in every 3 respondent visits a Restaurant Weekly
• 1 in every 3 respondents visits a Restaurant for dining every fortnight
• Only around 10% of the people visit a restaurant once in 3 months
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q3. How often do you go out for dining ?
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q5. What do you prioritize before going to a restaurant?
• Restaurant reviews are sacrosanct. People rely more on Reviews rather than word of mouth
• Distance from home comes before restaurant pricing for consumers
Discounting is not Paramount ! ! !
Available Discounts
Word of Mouth
Price
Distance from Home
Review
0% 10% 20% 30% 40% 50% 60% 70%
15.38%
36.26%
40.66%
54.95%
59.34%
Restaurant Booking Priority
Zomato is the go to App for Food Reviews
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q11. Which food Review/Ordering App does your phone has? Q 12. Do you use any Apps or Websites for reviews or discounts before going to a restaurant?
NightOwl
Swiggy
FoodPanda
Zomato
0% 10% 20% 30% 40% 50% 60% 70%
2.20%
9.89%
27.47%
60.44%• 2 out of 3 people use restaurant/food reviews before going to a restaurant
• Restaurant reviews are influential in terms of I-want-to-buy moments for customers
• Foodpanda is gaining traction because of is heavy discounting and offers
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APP LANDSCAPE
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q8. Which Messaging Apps do you have?
WhatsApp and Facebook Messenger have total monopoly
• Every respondent used WhatsApp
• 3 out of 4 users used Facebook Messenger
Telegram
Line
Viber
Hike
Facebook Messenger
0% 20% 40% 60% 80% 100% 120%
1.10%
3.30%
4.40%
7.69%
10.99%
73.63%
100.00%
Private Bank Apps are popular than Government Bank Apps
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q9. Which banking Apps do you have?
Yes Bank
IndusInd
Citibank
HDFC
Axis
ICICI
SBI
Kotak
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
3.30%
3.30%
4.40%
8.79%
8.79%
9.89%
20.88%
46.15%
• Kotak is the most used Banking App
• SBI is the only leading Government Banking App
Consumers say a big NO to Grocery Apps ! !
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 12. Which Grocery Apps does you phone has?
Grofers
Big Basket
None
0% 10% 20% 30% 40% 50% 60% 70%
9.89%
24.18%
59.34%
• More than half of the users do not use any Food Grocery Apps
• Only Big Basket has some prominence viz a viz other Food Grocery Apps
Consumers are hooked to Transportation Apps
Meru
Ryde
Uber
Ola
0% 10% 20% 30% 40% 50% 60% 70% 80%
2.20%
2.20%
61.54%
71.43%
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 14. Which Transportation Apps does your phone has?
• 7 out of 10 respondents used a Transportation App
• Ola and Uber share duopoly when it comes to Transportation Apps
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 15. Which Music Apps does your phone has?
YouTube is preferred for listening to music but. .
Hungama
Wynk
Saavan
Gaana
YouTube
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
4.40%
14.29%
19.78%
27.47%
76.92%
Huge Competition for 2nd Slot
• Gaana, Savan and Wynk are almost neck to neck in terms of user preference for music streaming Apps
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 16. Which Entertainment Apps does your phone have?
Netflix is catching up with users in India . .
Fame
Voot
SonyLiv
NetFlix
HotStar
YouTube
0% 10% 20% 30% 40% 50% 60% 70% 80%
1.10%
1.10%
6.59%
10.99%
19.78%
71.43%
• In conjunction with the global trends YouTube has the highest traction in India
• HotStar has high penetration amongst users with 1 out of 5 respondent using the App
• Netflix is also catching up with Indian users because of their content
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 17. Which News Apps does your phone has?
TOI is the leader in News Apps but. .
FirstPost
NBT
BBC News
Huffington Post
Livemint
Hindu
HT
Economic Times
NDTV
Google News
TOI
0% 5% 10% 15% 20% 25% 30% 35% 40%
1.10%
2.20%
2.20%
2.20%
2.20%
4.40%
5.49%
6.59%
14.29%
23.08%
27.47%
35.16%
• 23% of the users used Twitter for consuming News
• Google News is the most followed App for news consumption after TOI
• Inshorts a relatively new age content curated news provider is more popular than biggies like First Post, Huffington & ABP
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 18. Which Bill payment Apps does your phone has?
Pockets
Citrus Cash
Pay Zap
PayUMoney
Oxigen
Mobikwik
Freecharge
PAYTM
0% 10% 20% 30% 40% 50% 60% 70% 80%
0.00%
0.00%
2.20%
2.20%
3.30%
15.38%
17.58%
71.43%
• 7 out of 10 respondents used PAYTM as their Bill Payment App
• 1 out of 6 respondents used Freecharge
• Mobikwik is catching up with Freecharge in terms of penetration
PAYTM is used for Bill Payments
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APP DISCOVERY SOURCES
0.00%20.00%40.00%60.00%80.00%
80.22%
40.66% 37.36%28.57% 27.47%
17.58%7.69% 4.40%
“Word of Mouth“ is the most important source for App Awareness
Offline Influences are the most important source of App Awareness Web based Digital Media influences play a crucial role in Mobile App discoverability App Store suggestions are also a prime source of App awareness App discovery is heavily influenced by
a) Word of Mouthb) Social Media Adsc) Search Engine Adsd) App Store Suggestions
Apps are often discovered outside the App Store
80% 29%
40%
38%
28%
Friends, Relatives & Colleagues Search Engine
TV & Radio
Social Media Ads
App Store Suggestion
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 19. What are the sources of awareness of these apps?
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FACTORS INFLUENCING APP DOWNLOAD
Apps are downloaded because they Sound Fun & Interesting
Sounds Interesting & Fun Recommended by Others Discounts/ Rewards Familiarity with Brands0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00% 56.04%
49.45%
43.96%
38.46%
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 20. What are the Top reasons that you download these Apps?
Social Media & Search Ads are effective in driving App Downloads
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 21. What types of Ads prompt App Download ?
In App Notification
Banner / Graphic Ads
Video Ads
Search Ads
Social Media Ads
0% 10% 20% 30% 40% 50% 60% 70%
17.58%
29.67%
29.67%
32.97%
64.84%
• Social Media Ads are a primary source of App awareness and prompt App downloads
• Search Ads are also an effective way to improve visibility for Apps
• Video Ads are also a source that prompt App downloads for users
“Simplifying Life” is the major driver that Boosts App Usage
Brand Connect ( I love the brand )
Great Content
Great Design & Aesthetics
My friends-family connection
Ease of Usage
Makes my life/ task easier
0% 10% 20% 30% 40% 50% 60% 70% 80%
14.29%
19.78%
19.78%
20.88%
47.25%
73.63%
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 22. What prompts you to use the App again & again?
• An overwhelming 74% of the respondents feel that making their life simpler & helping them in doing their tasks is the most important reason why they use App again & again
• Great content & App aesthetics take precedence over Brand Connect
• App content & App features have to be updated otherwise users lose interest in the App• Offers and Discounts are the least important reason for a user to switch their allegiance over to other Apps
Found a Better App Found the App no longer useful Lost Interest No offer is there0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
58.24%53.85%
42.86%
30.77%
Better App displaces brand loyalty amongst Users
GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = 91 ) Q 24. What are the top reasons for not using an app?