In-App Advertising

Chapter 1
Introduction
The number of global mobile phone and cellular subscriptions size is estimated to grow from
USD 21.15 Billion in 2016 to USD 112.29 Billion by 2021, at an estimated Compound
Annual Growth Rate (CAGR) of 39.64% from 2016 to 2021. 302 million mobile handsets
will be sold in India in 2019, the highest ever in a year. The usage of Smartphone has
increased in India as the cost of Smartphone and data plans have decreased drastically in the
last one - two years. The users are downloading Smartphone applications as they are curious
about new domains and areas. This provides ample opportunities for marketers to use the
mobile phone as a marketing media. Therefore, it is important to study Gen Y and Gen Z that
how they comprehend their attitudes toward the Smartphone applications as it may provide a
vast array of approaches for the marketer to communicate to its audience without facing the
risk of rejection. Moreover, investigating the mobile phone usage habits of Gen Y and Gen Z
would enlighten researchers with consumer behavior from interactive media. The present
study thus aims to explore Gen Y’s and Gen Z’s attitude toward in-app advertising and
Smartphone applications. In this project respondents are asked for which type of Smartphone
Applications they use and where they use it and for how hours much they use it, do they use
it all time or they just use it once and delete it after 1st use, do they share applications or not,
what problems do they found with Smartphone Applications, how they think about the In-
App Advertisement, what sort of Ads they have encountered with.
In-App Advertising
In-app advertisements are those campaigns that are portrayed through mobile applications.
The most common form of display ads are banner ads. Another form of In-app advertising is
based on location of the mobile subscriber. In-app ads help marketers develop more relevant
and specific advertisements for consumers. Moreover, research has found that the perceived
intrusiveness of a location congruent ad is less as compared to a location incongruent ad. In-
app advertising can be measured through metrics such as cost per impressions, cost per click
and cost per acquisition. The common ad formats are on screen banner ads which are
1
displayed along with the content of the screen, interstitial ads which are featured before or
after the activity in the app, click-to-expand ads and pop-out-of-app ads.
Interstitial ads are often used in games and applications which have a sequence. The user
completes one part of the activity on the app and then moves on to another level. These ads
are effective as the user is expecting a break and is more receptive to advertisements. Click–
to-expand ads are those ads that expand in size with comprehensive information about the
brand on the same page. In this case, the user is not redirected to another page and hence it
saves time. Out-of-app ads stay on the device even after the user stops using the app.
However, this type of advertising could be viewed as a disruption of privacy, as the user has
not signed up for receiving ads on the device after the application is closed.
In-app advertising is an effective monetization strategy for mobile publishers, in which app
developers get paid to serve advertisements within their mobile app. Not only do apps drive
mobile usage, they also drive global media consumption. This makes in-app advertising a
vital marketing channel for brands and agencies. With sophisticated data tracking and user
targeting, the in-app environment also allows advertisers to reach consumers with pinpoint
accuracy.
Smartphone Applications
A mobile app or mobile application is a computer program or software application designed

to run on a mobile device such as a phone/tablet or watch. Apps were originally intended for
productivity assistance such as Email, calendar, and contact databases, but the public demand
for apps caused rapid expansion into other areas such as mobile games, factory automation,
GPS and location-based services, order-tracking, and ticket purchases, so that there are now
millions of apps available. Apps are generally downloaded from application distribution
platforms which are operated by the owner of the mobile operating system, such as the App
Store (iOS) or Google Play Store. Some apps are free, and others have a price, with the profit
being split between the application's creator and the distribution platform. Mobile
applications often stand in contrast to desktop applications which are designed to run
on desktop computers, and web applications which run in mobile web browsers rather than
directly on the mobile device.
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Chapter 2
Research Objectives
1. To know the perception and orientation of Gen Y vs Gen Z.
2. To know the orientation of Gen Y in comparison to Gen Z towards Smartphone
Applications.
3. To know the orientation of Gen Y in comparison to Gen Z towards In- App
Advertising.
Research Question
1. What is the overall perception of Gen Y vs Gen Z respect to smartphones and mobile
applications?
2. What is the usage behavior of Gen Y vs Gen Z with respect to smartphone
Applications?
3. What is the overall perception of Gen Y vs Gen Z respect to In- App Advertisement?
3
Chapter 3
Literature Review
 According to Stephen Carter, Amy Chu-May Yeo, Journal Published in Internet
Research in year 2016
Their investigative outcomes highlighted more similarities than dissimilarities in terms of

perceived attitude (e.g. mood, ethical guilt, familiarity, addiction) and more differences in
perceived subjective norms (e.g. family, friends, classmates and teammates) and perceived
users’ behavioral control (e.g. promotional inducements, self-confidence) towards the usage
of mobile apps exhibited by two different sets of data.
 According to Ketaki Bhave, Varsha Jain, Subhadip Roy, Journal published in

International Journal of Mobile Marketing in year 2013
Thier research offers insights on the orientation of Gen Y toward mobile applications
and In-app advertising in a developing nation context. The study emphasizes the fact that
although Gen Y does not mind In-app advertisements they prefer ads that are based on
involvement with the apps, less intrusiveness of the ad, relevance, context, personalization,
credibility, and its usefulness. It was found that in--app advertising leads to higher brand
recall and this association can be further strengthened to generate purchase intention.
 According to Eunice Kim, Jhih-Syuan Lin & Yongjun Sung, Journal published
in Journal of Interactive Advertising in year 2013
Their Study tells that the rapid growth of smartphone and smartphone application users,
mobile apps have attracted an increasing amount of attention as an engaging platform for
marketing communication. A content analysis of 106 branded apps of global brands found
that most global brands incorporate into their apps important engagement attributes that this
study examines (i.e., vividness, novelty, motivation, control, customization, feedback, and
multi plat forming) and frequently employ entertainment features. In addition, this study
shows the extent to which branded apps employ transformational and informational message
strategies. Last, branded apps feature a variety of brand-related content, including brand
4
identifiers and virtual products. Practical implications of this study are discussed for mobile
advertisers and branded app designers.
 According to Süleyman Barutçu, Journal published in Journal of Targeting,

Measurement and Analysis for Marketing in year 2007
According to him the internet has proven to be an efficient way of communicating, marketing
and selling products and services. In parallel with the internet, mobile communications and
3G (Third Generation) technologies have emerged to play a key role in business, and notably
direct marketing, and so emerging wireless mobile technology has been expected to bring
several opportunities for marketers. If mobile commerce is adopted by mobile phone users,
mobile retailers will gain a new revenue-generating direct marketing tool, in succession to
the internet.
Even though it is too early to decide whether mobile commerce and mobile marketing
services will be adopted or not in Turkey, the results of the survey help in establishing that
mobile commerce acceptance level is low, and that mobile phone users are not ready to
embrace mobile marketing in its fullest sense. Specifically, mobile phone users have a
negative attitude towards mobile shopping and are found to be somewhat ignorant of it.
Because mobile commerce is a very recent concept, mobile phone users have not adopted
mobile shopping in combination with the mobile phone. On the other hand, mobile
advertising, mobile discount coupons, mobile entertainment services, location-based mobile
services, mobile internet and mobile banking are more positively accepted by mobile phone
users.
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Chapter 4
Research Design
Descriptive Design
Definition and Purpose
Descriptive research designs help provide answers to the questions of who, what, when,
where, and how associated with a particular research problem; a descriptive study cannot
conclusively ascertain answers to why. Descriptive research is used to obtain information
concerning the current status of the phenomena and to describe "what exists" with respect to
variables or conditions in a situation.
What do these studies tell you?
1. The subject is being observed in a completely natural and unchanged natural

environment. True experiments, whilst giving analyzable data, often adversely
influence the normal behavior of the subject [a.k.a., the Heisenberg effect whereby
measurements of certain systems cannot be made without affecting the systems].
2. Descriptive research is often used as a pre-cursor to more quantitative research
designs with the general overview giving some valuable pointers as to what variables
are worth testing quantitatively.
3. If the limitations are understood, they can be a useful tool in developing a more
focused study.
4. Descriptive studies can yield rich data that lead to important recommendations in
practice.
5. Approach collects a large amount of data for detailed analysis.
What these studies don't tell you?
1. The results from a descriptive research cannot be used to discover a definitive answer
or to disprove a hypothesis.
2. Because descriptive designs often utilize observational methods [as opposed to
quantitative methods], the results cannot be replicated.
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3. The descriptive function of research is heavily dependent on instrumentation for
measurement and observation.
Sampling
Convenience sampling
Convenience sampling is perhaps the easiest method of sampling, because participants are
selected based on availability and willingness to take part. Useful results can be obtained, but
the results are prone to significant bias, because those who volunteer to take part may be
different from those who choose not to (volunteer bias), and the sample may not be
representative of other characteristics, such as age or sex. Note: volunteer bias is a risk of all
non-probability sampling methods.
Judgement (or Purposive) Sampling
Also known as selective, or subjective, sampling, this technique relies on the judgement of
the researcher when choosing who to ask to participate. Researchers may implicitly thus
choose a “representative” sample to suit their needs, or specifically approach individuals with
certain characteristics. This approach is often used by the media when canvassing the public
for opinions and in qualitative research.
Judgement sampling has the advantage of being time-and cost-effective to perform whilst
resulting in a range of responses (particularly useful in qualitative research). However, in
addition to volunteer bias, it is also prone to errors of judgement by the researcher and the
findings, whilst being potentially broad, will not necessarily be representative.
7
Data Collection
Questionnaires and Surveys
A questionnaire is a research instrument consisting of a series of questions (or other types of

prompts) for the purpose of gathering information from respondents. Questionnaires have
advantages over some other types of surveys in that they are cheap, do not require as much
effort from the questioner as verbal or telephone surveys, and often have standardized
answers that make it simple to compile data. However, such standardized answers may
frustrate users. Questionnaires are also sharply limited by the fact that respondents must be
able to read the questions and respond to them.
 Responses can be analyzed with quantitative methods by assigning numerical values

to Likert-type scales
 Results are generally easier (than qualitative techniques) to analyze
 Pretest/Posttest can be compared and analyzed
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Chapter 5
Data Analysis
1. Gender
Table No. 1
Male Female Third Gender

57 43 0
Chart No. 1
Gender
0%
43% Male
Female
57% Third Gender
Interpretation: - It is came out to be that out of 100 respondents 57 respondents are male
compared to female i.e. 47 and no third gender. This pie chart is clearly indicating that Males
are much more active towards the Smartphone usage.
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2. Age
Table No. 2
18 or below 19-25 26-30 31-40 Above 40

7 65 6 5 17
Chart No. 2
Age
7%
17%
18 or below
5%
19-25
6% 26-30
31-40
above 40
65%
Interpretation: - Age groups 18 or below, 19-25, 26-30 are the respondents who born
between in years 1989- present and represents Gen Z. Age groups 31-40 and 40 above are the
respondents born between in years 1969-1988 and represents the Gen Y. It is clear that Gen
Z having more respondents compared to Gen Y, which shows Gen Z is showing more
interest in using of Smartphone Applications.
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3. Annual Income
Table No. 3
Rs. 1,00,000 or Rs. 1,00,001 – Rs. Rs. 5,00,001- Rs. Rs. 10,00,001 or
below 5,00,000 10,00,000 above
43 36 14 7
Chart No. 3
Annual Income
7%
14%
Rs. 1,00,000 or below
43%
Rs. 1,00,001 – Rs. 5,00,000
Rs. 5,00,001- Rs. 10,00,000
Rs. 10,00,001 or above
36%
Interpretation: - Out of 100 Respondents 43% of respondents having Annual Income Rs.
1,00,000 or below and 36% respondents having the Annual Income between Rs. 1,00,001-
Rs. 5,00,000. Remaining respondents having Annual income above Rs. 5,00,000. Therefore,
Maximum Number of Smartphone Users are belong between Rs. 1,00,000 or below to Rs.
5,00,000 Annual Income.
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4. Do you use Smartphone Apps?
Table No. 4
Yes No
100 0
Chart No. 4
No, 0
Yes, 100
Interpretation: - All the 100 Respondents are using the Smartphone Applications.
12
5. Which kind of Smartphone Applications do you use? (Select maximum 5
Applications)
Table No. 5
Gaming Applications (eg. Coc, Pubg) 54

Business Applications (eg. Adobe Acrobat 58
Reader, Indeed Job search)
Educational Applications (eg. Photomath – 73
Camera Calculator)
Lifestyle Applications (eg. The Daily 31
Horoscope)
Entertainment Applications (eg. Amazon 82
Prime Video, Youtube)
Utility Applications (eg. QR Reader, Bitmoji 19
– Your Personal Emoji)
Book Applications (eg. Amazon Kindle - 34
ebook reader)
Health and Fitness Applications (eg. Fitnow, 31
Google Fit)
Food and Drink Applications (eg. Uber eats, 54
Foodpanda)
Social networking Applications (eg. 48
Facebook)
Travel Applications (eg. Uber, Ola) 9
Other Applications (eg. Notepad voice 7
recorder Browser)
13
Chart No. 5
82
73
58
54 54
48
31 34 31
19
9 7
Interpretation: - Each respondent have selected 5 Applications out of which Entertainment

Applications are widely used followed by Educational Applications, Business Applications,
Gaming Applications, Food and drink Applications, least used Utility Applications followed
by Travel and other Applications.
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6. On an average how many Smartphone Applications do you use?
Table No. 6
Less than 10 10-20 More than 20

57 36 7
Chart No. 6
7%
Less Than 10
36% 10-20
More than 20
57%
Interpretation: - Out of 100, 57 respondents use less than 10 applications, 36 respondents

use 10 – 20 applications and only 7 respondents are using more than 20 applications.
15
7. For how many hours a day you spend your time using your Smartphone
Applications?
Table No. 7
Less than an 1-2 hours 2-3 hours 3-4 hours More than 4
hour hours
9 35 19 21 16
Chart No. 7
9%
16%
Less than an hour

1-2 hours
2-3 hours
21% 35%
3-4 hours
More than 4 hours
19%
Interpretation: - 35% of respondents are using the Smartphone applications for 1- 2 hours
and 9% of respondents are using the Smartphone Applications for less than an hour.
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8. Please rate the following statement on the characteristics of Smartphone
Applications. (Where 1 Means strongly agree and 7 Means strongly disagree).
8.1 I find Smartphone applications useful.
Table No. 8.1
Rating scale Ratings

1 18
2 25
3 21
4 11
5 9
6 11
7 5
Chart No. 8.1
25
25
21
18
20
15
11 11
9
10
5
5
0
1 2 3 4 5 6 7
Rating Scale
Interpretation: - Out of 100 Respondents 64 are agreeing with this statement and 25 are
disagreeing, followed by 11 respondents who are neither agreeing with the statement and nor
disagreeing with the statement.
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8.2 I consider Smartphone Applications are necessary.
Table No. 8.2

1 12
2 29
3 20
4 10
5 18
6 9
7 2
Chart No. 8.2
29
30
25
20
18
20
15 12
10 9
10
5 2
0
1 2 3 4 5 6 7
Rating Scale
18
8.3 I consider Smartphone Applications are effective (Easy to use, Saves times).
Table No. 8.3

1 29
2 22
3 10
4 8
5 14
6 13
7 4
Chart No. 8.3
29
30
25 22
20
14 13
15
10
8
10
4
5
0
1 2 3 4 5 6 7
Rating Scale
19
8.4 I can communicate better with others via Smartphone Applications.
Table No. 8.4

1 19
2 18
3 21
4 7
5 15
6 10
7 10
Chart No. 8.4
25
21
19
20 18
15
15
10 10
10 7
0
1 2 3 4 5 6 7
Rating Scale
20
8.5 Smartphone Applications helps me to pass time.
Table No. 8.5

1 24
2 16
3 16
4 14
5 13
6 9
7 8
Chart No. 8.5
24
25
20
16 16
14
15 13
9
10 8
0
1 2 3 4 5 6 7
Rating Scale
21
8.6 Smartphone Applications serve as an alternative to the computer applications
/software.
Table No. 8.6

1 20
2 22
3 13
4 14
5 13
6 10
7 8
Chart No. 8.6
25 22
20
20
14
13 13
15
10
8
10
0
1 2 3 4 5 6 7
Rating Scale
22
9. How often do you check your most preferred installed application?
Table No. 9
1-10 times 11-20 times 21-50 times More than 50 times

64 22 12 2
Chart No. 9
2%
12%
22% 1-10 times

11-20 times
64%
21-50 times
More than 50 times
Interpretation: - 64% of respondents check their most preferred app 1-10 times, followed by
22% who check their most preferred app 11-20 times, 12% checking 21-50 times and only
2% respondents are there who checks their most preferred app more than 50 times a day.
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10. Where do you check your Smartphone applications the most?
Table No. 10
At home At office While travelling

70 7 23
Chart No. 10
While travelling
23%
At office
7%
At home
70%
Interpretation: - Out of 100 respondents about 70 % respondents check their Smartphone

applications at home, 23% of them check while travelling and very least of 7% check their
Smartphone applications at office.
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11. Please rate the following statement on your behaviour towards Smartphone
Applications. (Where 1 means Strongly Agree and 7 Means Strongly Disagree).
11.1 Checking Smartphone Applications is the first thing in the morning and
last thing in the night.
Table No. 11.1

1 24
2 16
3 16
4 14
5 13
6 9
7 8
Chart No. 11.1
24
25
20 16 16
14
13
15
9
8
10
0
1 2 3 4 5 6 7
Rating Scale
25
11.2 I check Smartphone Apps while watching Television.
Table No. 11.2

1 14
2 22
3 13
4 13
5 14
6 16
7 8
Chart No. 11.2
25 22
20
16
14 14
15 13 13
10 8
0
1 2 3 4 5 6 7
Rating Scale
26
11.3 Many a times I don't open the installed Application after 1st use.
Table No. 11.3

1 19
2 17
3 23
4 14
5 10
6 10
7 7
Chart No. 11.3
25 23
19
20 17
14
15
10 10
10 7
0
1 2 3 4 5 6 7
Rating Scale
27
11.4 I share the installed Application with friends/ relatives.
Table No. 11.4

1 22
2 15
3 18
4 12
5 16
6 11
7 6
Chart No. 11.4
25 22
20 18
16
15
15 12
11
10
6
0
1 2 3 4 5 6 7
Rating Scale
28
11.5 I feel satisfied after using an Application.
Table No. 11.5

1 8
2 24
3 20
4 20
5 14
6 8
7 6
Chart No. 11.5
24
25
20 20
20
14
15
10 8 8
6
0
1 2 3 4 5 6 7
Rating Scale
29
11.6 Sometimes I feel addicted towards the Smartphone Application usage.
Table No. 11.6

1 20
2 16
3 16
4 13
5 11
6 12
7 12
Chart No. 11.6
20
20
18 16 16
16
13
14 12 12
11
12
10
8
6
4
2
0
1 2 3 4 5 6 7
Rating Scale
30
11.7 I delete an installed Application immediately if it doesn't meet my
requirement/ needs.
Table No. 11.7

1 29
2 16
3 9
4 13
5 9
6 10
7 14
Chart No. 11.7
29
30
25
20 16
13 14
15
9 9 10
10
0
1 2 3 4 5 6 7
Rating Scale
31
11.8 I might purchase a premium app or premium version of an app if I find it
relevant.
Table No. 11.8

1 22
2 16
3 8
4 13
5 16
6 8
7 17
Chart No. 11.8
25 22
20 17
16 16
15 13
10 8 8
0
1 2 3 4 5 6 7
Rating Scale
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12. Please check the issues you find with Smartphone Applications.
Table No. 12
Lots of Applications create confusion. 47

There are safety issues with Smartphone 47
applications.
Some Applications take lots of storage space 52
in Smartphone.
Some features are paid in an application. 37
Frequent updates of applications. 40
Excessive Data Consumption of applications. 35
In-App Advertisement 59
Chart No. 12
In-App Advertisement 59
Excessive Data Consumption of applications. 35
Frequent updates of applications. 40
Some features are paid in an application. 37
Some Applications take lots of storage space in

52
Smartphone.
There are safety issues with Smartphone
47
applications.
Lots of Applications create confusion. 47
0 10 20 30 40 50 60 70
Interpretation: - People find In- App Advertisement an issue while using the Smartphone
application followed by storage space taken by some applications, least issue that people find
while using the Smartphone applications is excessive Data Consumption of application.
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13. Please tick the kind of In-App Advertisement you have been exposed to.
Table No. 13
Banner Ads Pop-up Ads Video Ads

59 72 69
Chart No. 13
Video Ads 69
Pop-up Ads 72
Banner Ads 59
0 10 20 30 40 50 60 70 80
Interpretation: - Out of these 3 types’ advertisement people has exposed to Pop-up Ads
most followed by Video Ads and least they have exposed to Banner Ads.
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14. Please rate the following statement on the scale of 1-7 (where 1 = strongly agrees
and 7 = strongly Disagree).
14.1 I pay attention to the In- App advertisements.
Table No. 14.1

1 14
2 9
3 10
4 13
5 16
6 13
7 25
Chart No. 14.1
25
25
20 16
14 13 13
15
9 10
10
0
1 2 3 4 5 6 7
Rating Scale
35
14.2 I click/tap the In-App advertisement shown to me.
Table No. 14.2

1 12
2 14
3 5
4 13
5 18
6 14
7 24
Chart No. 14.2
24
25
20 18
14 14
15 13
12
10
5
5
0
1 2 3 4 5 6 7
Rating Scale
36
14.3 I might purchase a product/service via In- App Advertisement.
Table No. 14.3

1 14
2 8
3 17
4 8
5 18
6 12
7 23
Chart No. 14.3
25 23
20 18
17
14
15 12
10 8 8
0
1 2 3 4 5 6 7
Rating Scale
37
14.4 I think the use of In-App Advertisements by companies is a good source
of promoting a product/service.
Table No. 14.4

1 13
2 17
3 17
4 22
5 13
6 10
7 8
Chart No. 14.4
25 22
20 17 17
15 13 13
10
10 8
0
1 2 3 4 5 6 7
Rating Scale
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15. Do you like the idea of In- App Advertisement?
Table No. 15
Yes No
51 49
Chart No. 15
Yes
49% 51%
No
Interpretation: - 51% respondents like the idea of In-App Advertisement and 49% do not
like the Idea.
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16. If yes, which location do you prefer for the ad placement in an Application?
Table No. 16
Bottom of the screen Top of the screen Other

45 32 4
Chart No. 16
Bottom of the screen Top of the Screen Other
5%
39%
56%
Interpretation: - Out of 51% of respondents 56% like the Ad placement at bottom of the
screen, 39% like the Ad placement at Top of the screen and 5% are in the favor of other
location
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Chapter 6
Conclusion and findings
 It comes out that Number of Male users are high compared to Female.
 Gen Z is the Majority of the users who uses Smartphone Applications compared
to Gen Y.
 Majority of respondents have the annual income between Re. 0 – Rs. 5,00,000
and few have the annual income above Rs. 5,00,000.
 Both generations are using the Smartphone Applications.
 Entertainment Applications are used most among both Generations.
 Mostly people are using less than 10 Smartphone Applications.
 On an average people are using the Smartphone applications for 1- 3 hours a day.
 Majority of the sample size has agreed for the following statements related to the
characteristics of Smartphone Applications.
o I find Smartphone Applications useful.
o I consider Smartphone Applications are necessary.
o I consider Smartphone Applications are effective (Easy to use, Saves
time).
o I can communicate better with others via Smartphone Applications.
o Smartphone Applications help me to pass time
o Smartphone Applications serve as an alternative to the computer.
 Majority of people check there most preferred installed application about 1-10times a
day.
 People are checking their Smartphone applications mostly when they are at home.
 Majority of the sample size has agreed for the following statements related to their
behavior towards Smartphone Applications.
o Checking Smartphone Applications is the first thing in the morning and
lasting in the night.
o I check Smartphone Apps while watching Television.
o Many a times i don't open the installed Application after 1st use.
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o I share the installed Application with friends/ relatives.
o I feel satisfied after using an Application.
o Sometimes I feel addicted towards the Smartphone Application usage.
o I delete an installed Application immediately if it doesn't meet my
requirement/ needs.
o I might purchase a premium app or premium version of an app if I find it
relevant.
 People find In- App Advertisement as a issue with other issues like lots of apps
creating confusion, apps taking storage space etc. But they find In- App
advertisement as a nice source of getting information about products/ services.
 Majority of Sample Size is exposed to Pop-up Ads followed by Video and Banner
Ads.
 For the following statements the population has shown a negative response related to
In- App Advertisement.
o I pay attention to the In- App Advertisements.
o I click/tap the In-App advertisement shown to me.
o I might purchase a product/service via In-App Advertisement.
 People like to see the In- App advertisement at the bottom of the screen.
Emerging Managerial Implications

The findings indicate that brands need to broaden their horizon of mobile marketing with
respect to Gen Y and Gen Z. Along with pop-up ads, video ads and banner ads; they need to
develop interactive and entertaining brand-based applications as Gen Y and Gen Z both
download such apps and thus brand loyalty can be increased. Also, Gen Z has a positive
attitude toward Smartphone apps and they are willing to experiment with new apps, so they
are willing to try out branded apps that are useful and engaging. The brands can develop a
brand story and integrate it with the story of the game to make it interesting for the users, as
consumer find games very engaging and are deeply involved in it. Consumers trust an
unknown brand only when it is recommended by their friends or when they have seen the
advertisement of the brand on any other form of media such as a social networking site or
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television. This implies that the marketers need to increase their visibility on more than one
media in order to earn the trust of the consumers. Consumers are very keen on location-based
apps and are comfortable with geo-targeting only within these apps. They would like to
receive location-based discounts, coupons and information on new launches. Retailers
must, therefore, actively use location-based services to target both the generations.
Limitations of study
 This study is limited to the Indian Mobile Phone users only.

 This Study has limited respondents i.e. 100 because of this the data collected can be
biased.
 The analyses maybe wrong because of biased responses.
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Chapter 7
Bibliography
Journals
 Stephen Carter, Amy Chu-May Yeo(2016), Mobile apps usage by Malaysian business
undergraduates and postgraduates: Implications for consumer behavior theory and
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Annexure
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Chapter 1

A mobile app or mobile application is a computer program or software application designed

Their investigative outcomes highlighted more similarities than dissimilarities in terms of

 According to Ketaki Bhave, Varsha Jain, Subhadip Roy, Journal published in

 According to Süleyman Barutçu, Journal published in Journal of Targeting,

Definition and Purpose

What do these studies tell you?

1. The subject is being observed in a completely natural and unchanged natural

What these studies don't tell you?

Judgement (or Purposive) Sampling

Questionnaires and Surveys

A questionnaire is a research instrument consisting of a series of questions (or other types of

 Responses can be analyzed with quantitative methods by assigning numerical values

Male Female Third Gender

57% Third Gender

18 or below 19-25 26-30 31-40 Above 40

Gaming Applications (eg. Coc, Pubg) 54

Interpretation: - Each respondent have selected 5 Applications out of which Entertainment

Less than 10 10-20 More than 20

Interpretation: - Out of 100, 57 respondents use less than 10 applications, 36 respondents

Less than an hour

Table No. 8.1

Rating scale Ratings

Chart No. 8.1

Table No. 8.2

Rating scale Ratings

Chart No. 8.2

Table No. 8.3

Rating scale Ratings

Chart No. 8.3

Table No. 8.4

Rating scale Ratings

Chart No. 8.4

Table No. 8.5

Rating scale Ratings

Chart No. 8.5

Table No. 8.6

Rating scale Ratings

Chart No. 8.6

1-10 times 11-20 times 21-50 times More than 50 times

22% 1-10 times

At home At office While travelling

Interpretation: - Out of 100 respondents about 70 % respondents check their Smartphone

Table No. 11.1

Rating scale Ratings

Chart No. 11.1

Table No. 11.2

Rating scale Ratings

Chart No. 11.2

Table No. 11.3

Rating scale Ratings

Chart No. 11.3

Table No. 11.4

Rating scale Ratings

Chart No. 11.4

Table No. 11.5

Rating scale Ratings