Analyzing intermediaries that determines purchase behavior of iPad users for digital products within iPadOS applications: consumer study for Lettre.app

Abstract

This report is a representation of my successful completion regarding a three-months internship program under CheeThee LLC. I served as a product marketer along with a few designs related responsibilities for product marketing sector. Lettre.app is an iPad exclusive product from a North American tech company named CheeThee LLC. The objective of this report is to recognize the evaluative process of the iPad users while attempting to purchase digital products or participating to in-app purchases within apps. The primary concern is to provide insights regarding the prices of digital offerings by Lettre.app and offer a comprehensive understanding towards iPad users. In order to accomplish the aim and effectively conduct the research project, I have been able to utilize a proper combination of primary and secondary sources. About primary sources, all the information and data were collected through the method of convenience sampling. In my study encompassing 45 participants, the predominant age group of iPad owners to be within the 21-25 age range, with a majority being students. A notable insight is majority of the users owns the complementary product named Apple Pencil that enhances the overall user behaviour toward iPad experience. Almost all users conduct in-app purchases, with their decisions influenced by moderately priced digital products or in-app services/products that cater to specific features. AppStore and other platforms alike contain user reviews that associates a vital role to guide users in terms of enhancing the decision-making process for paid applications. The analysis indicates about an enhanced post-purchase experience and additional value-added benefits which the are core motivators for in-app purchases and paid applications. According to the findings from this study, Lettre.app is suggested develop a targeted marketing campaigns and separate digital collectible items in order to attract students. In addition, incorporating event-based souvenirs and contests can strengthen user experiences. Implementing affordable stamp options as an effective penetrative pricing strategy might be attractive to the majority of users interested in making moderate investments in digital products.