Home // International Journal On Advances in Networks and Services, volume 8, numbers 1 and 2, 2015 // View article

User Preferences and Segments in App Store Marketing: A Conjoint-based Approach

Authors:
Stephan Böhm
Stefan Schreiber
Wendy Colleen Farrell

Keywords: Mobile App Marketing; App Store Elements; App Marketing; Consumer Preference; Conjoint Analysis; Market Segmentation; Latent Class Analysis

Abstract:
Today, little is known about how the various elements involved in the presentation of mobile applications (apps) in app stores influence the download or purchase decision of potential users. Current publications primairly focus on the possibilities and technical tools of app store marketing based on best practices or experience. However, research on customer preferences with regards to the presentation of apps in app stores as well as the impact of single app store elements on purchase or usage decisions has yet to be addressed. In this context, the key research objectives of this paper are to not only analyze the impact of individual app store elements on customer choice but also see if the customers can be segmented into homogenous groups according to their preferences. Accordingly, this study will identify the relative importance of individual app store elements, from both a general or mass market perspective as well as a user segmentation perspective, and derive recomme ndations on how to successfully present mobile applications in app stores. With this objective in mind, a conjoint analysis of a fictitious mobile messaging app in the Apple App Store was carried out for the purpose of identifying the relative importance of app store elements in the mass market. It was followed by a Latent Class Analysis, which looked at how those preferences differed among different market segments.

Pages: 106 to 117

Copyright: Copyright (c) to authors, 2015. Used with permission.

Publication date: June 30, 2015

Published in: journal

ISSN: 1942-2644