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Reimaging Mobile Marketplaces: A Usage-Similarity Global Mapping of App Consumption Patterns

Fri, May 25, 11:00 to 12:15, Hilton Prague, Floor: M, Yoga Room (Cybex Health Club)

Abstract

This paper focuses on the patterns of cross-regional consumption in app markets and explores the influence of geo-linguistics-cultural differences on consumption behaviors for mobile apps on a global scale. App-usage similarity (AUS) evaluates the commonality of digital media consumption between two regional app markets. Built on network analysis techniques, the final sample consists of 93 countries across the world and the 2000 most frequently used apps in each country. Four AUS networks are created: iOS free apps, iOS paid apps, Android free apps, and Android paid apps. Further statistical analyses have been done according to the generated matrices of geo-linguistic cultural distances and AUS networks. The results show that linguistic barrier is the most prominent predictor of the app-usage similarity between countries. Compared with iOS and Android free markets, the market of Android paid apps is rather dense within each geo-linguistic community but more decentralized as a global market.

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