Who pays for preparedness? Valuing disaster app features through a factorial survey experiment in flood-prone communities

This study evaluates public preferences for next-generation disaster preparedness apps using a factorial survey experiment in flood-prone Japanese communities. The analysis first reveals a fundamental heterogeneity in public receptiveness, identifying two distinct segments: a small "receptive" minority (approx. 20%) willing to consider adoption, and a large "unreceptive" majority (approx. 80%) that rejects the app regardless of its features or price. Consequently, focusing on the receptive segment, the study estimates the economic value of specific app features. Results show that functions for immediate personal safety and family security—such as Rescue Request and Family Status Confirmation—are most highly prized. These findings lead to the conclusion that a freemium model is the most viable strategy for social implementation, offering a free version with basic features to the unreceptive majority while providing a premium, feature-rich version to the receptive minority at a sustainable price point. This dual approach can maximize public reach while ensuring financial viability.