Unsurprisingly, Singapore businesses opt for a mobile-first strategy, as APAC reported over 50% smartphone penetration in the country last year. It claimed that the average smartphone user in Singapore had around 40 apps installed at a time on their smartphone. Most of these apps belong to the social media category, as 64% of the population is active on social media, according to We Are Social in 2016. The other major attraction is gaming, as App Annie showed the top-ranked at the Apple store: Minecraft, Clash Royale, Monopoly, Mobilestrike, and, of course, the latest sensation, Uber.
Since the dawn of the mobile app era, users have been pulled in two main directions: Android and iOS. Windows is still a popular operating system, but it’s no longer running for the top spot. Several other operating systems are employed by small segments of mobile app users. However, they do not occupy key positions in the mobile app market.
Position of Apple in Singapore
Apple has a lot of credibility among peers and consumers alike. It has a much-focused marketing strategy that is evident in iOS apps. Apple is in a class all its own, and all the competition out there knows that. It has a strong presence all over Asia, especially Singapore, as the city is a thriving technology hub. Many of them are based here and working as freelancers for companies in the West that outsource. App users are accustomed to the best and gravitate towards iOS devices. The Next Web revealed that the country had the most iOS devices per population these past few years.
Google, as seen in Singapore
Android is a different story altogether. Google’s marketing strategy differs greatly from that of Apple. These tech giants appear to be moving their brands in opposite directions. They don’t have the same goals; as I will explain, their target audience is different. Most Asian economies are third-world countries, so most smartphone users use Android.
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Some key factors determine the current situation of Android and iOS apps in Singapore.
Monetization of apps
App development is a business, so, like any other, it runs on money. If you visit an app store, you will notice that the top downloads are free. Everyone loves free stuff, and Singapore users are no different. The age of the smartphone has raised user expectations considerably. With UX in the spotlight, app developers in Singapore have stepped up their game. Much investment goes into building an app, so businesses are reluctant to launch it for free. However, some excellent monetization strategies, such as in-app marketing, have been introduced. Many companies currently offer free apps with premium plans with paid advanced features.
This tactic is true for most Android apps in the Google Play Store, but iOS apps do not follow the same road. Apple users are loyal and do not mind paying for high-quality apps. They are accustomed to paid apps. Many iOS apps have multiple price packages depending on the level of features you wish to use. The trend towards free apps with premium plans is rising as App Annie displays the paid ones, mostly games like Minecraft on iOS.
