Table of Contents
Executive Summary
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- The issues
- Mobile app users split between Android and iOS
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- Figure 1: Operating system of primary smartphone, December 2014-August 2015
- Top app categories for smartphones
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- Figure 2: Types of apps used on a smartphone, October 2014-June 2015
- Top app categories for tablets
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- Figure 3: Types of apps used on a tablet, October 2014-June 2015
- How WiFi impacts the mobile app market
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- Figure 4: Mobile app usage habits, August 2015
- The opportunities
- The rise in iOS means more value for multiplatform apps
- Room for more engagement on tablet apps
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- Figure 5: Mobile app usage habits, by hispanic origin, August 2015
- The impact of friends and family on path to purchase for paid apps
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- Figure 6: Mobile app discovery, by number of apps downloaded on a tablet, August 2015
- What it means
The Market – What You Need to Know
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- WiFi could boost mobile app usage
- FTC and consumers show concern for privacy
Market Factors
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- Availability of WiFi continues to grow
- FTC issues guidance on mobile app privacy
Key Players – What You Need to Know
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- Balancing practicality with entertainment
- Apps that require reading struggle to gain traction
- More connected experiences on the horizon
What’s Working?
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- Messaging: Focus on immediate value
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- Figure 7: Comcast Xfinity WiFi customer onboarding email, April 2015-August 2015
- Figure 8: Comcast Xfinity WiFi customer onboarding email, April 2014-April 2014
What’s Struggling?
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- What are the least used app categories?
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- Figure 9: Types of mobile apps used the least in the last 30 days, October 2014-June 2015
What’s Next?
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- More deeply integrated software ecosystems to come
The Consumer – What You Need to Know
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- iOS catches up to Android
- Social influence is critical for paid apps
- Mobile deeply integrated into Millennials’ digital life
- Too many apps?
- Apps struggling to maintain interest among young women
Consumers’ Primary Mobile Device Operating Systems
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- Smartphone operating systems
- Did iPhone 6 shorten the gap between iOS and Android?
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- Figure 10: Operating system of primary smartphone, December 2014-August 2015
- Younger consumers split between iOS and Android
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- Figure 11: Operating system of primary smartphone, by gender and age, August 2015
- Blacks favor Android, iOS makes gains among Hispanic consumers
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- Figure 12: Operating system of primary smartphone, by race and hispanic origin, August 2015
- Tablet operating systems
- Greater variety in tablet operating systems
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- Figure 13: Operating system of primary tablet, August 2015
- Middle-income households the most split between operating systems
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- Figure 14: Operating system of primary tablet, by household income, August 2015
- Black consumers strongly favor Android
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- Figure 15: Operating system of primary tablet, by household income, August 2015
Types of Smartphone and Tablet Apps Used
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- Engaging older consumers in mobile technology
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- Figure 16: Top five mobile app categories used in the last 30 days, by gender and age, October 2014-June 2015
- Types of smartphone apps used
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- Figure 17: Types of apps used on a smartphone, October 2014-June 2015
- Smartphone entertainment and media apps have a strong audience among Hispanics
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- Figure 18: Types of apps used on a smartphone, by Hispanic origin, October 2014-June 2015
- Types of tablet apps used
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- Figure 19: Types of apps used on a tablet, October 2014-June 2015
- Usage for most categories declines with age
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- Figure 20: Apps used on a tablet in the last 30 days, by age, October 2014-June 2015
Number of Apps and Premium Features Downloaded
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- Smartphone apps
- Overview of smartphone app downloading habits
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- Figure 21: Smartphone app downloading habits, August 2015
- Most consumers do not download more than four apps per month
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- Figure 22: Number of apps downloaded on a smartphone, by gender and age, August 2015
- Men aged 25-34: avid paid app downloaders
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- Figure 23: Number of paid apps downloaded on a smartphone, by gender and age, August 2015
- Tablet apps
- Overview of tablet app downloading habits
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- Figure 24: Number of apps downloaded on tablets, August 2015
- Urban consumers downloading more paid tablet apps
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- Figure 25: Number of paid apps downloaded on tablets, by type of living area, August 2015
- The role of tablets and apps in Hispanics’ lives
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- Figure 26: Paid apps downloaded on tablets, by Hispanic origin, August 2015
Mobile App Discovery Habits
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- Older consumers need hands-on experience with mobile apps
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- Figure 27: Mobile app discovery, by age, August 2015
- Tendency to value practicality trends upward with age, income
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- Figure 28: Mobile app discovery, by age and household income, August 2015
- Social influence is critical for paid apps
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- Figure 29: Mobile app discovery, number of apps downloaded on a tablet August 2015
- Women hesitant to pay for apps
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- Figure 30: Mobile app discovery, number of apps downloaded on a tablet August 2015
Consumer Frustrations with Mobile Apps
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- Consumers annoyed by too many notifications
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- Figure 31: Mobile app frustrations, August 2015
- Mobile apps struggling to maintain interest among young women
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- Figure 32: Mobile app frustrations, by gender and age, August 2015
- Black consumers less likely to be frustrated with the mobile app experience
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- Figure 33: Mobile app frustrations, by race gender and age, August 2015
Role of Mobile Apps in Consumers’ Lives
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- An overview of consumers’ mobile app usage
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- Figure 34: Mobile app usage, August 2015
- Millennials and connected entertainment experiences
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- Figure 35: Mobile app usage, by age, August 2015
- Consumers want more from their tablet apps
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- Figure 36: Mobile app usage, August 2015
- Hispanics a key audience for enhanced tablet apps
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- Figure 37: Mobile app usage, by Hispanic origin, August 2015
Consumers Opinions Regarding Mobile Apps
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- Consumers interested in convenience, cautious about intrusiveness
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- Figure 38: Opinions regarding mobile apps – Any agree, by age, August 2015
- Households with more children value apps for convenience
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- Figure 39: Opinions regarding mobile apps – Any agree, by presence of children, August 2015
- Consumer interest in branded mobile apps
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- Figure 40: Opinions regarding mobile apps – Any agree, by gender and age, August 2015
Appendix: Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Cell phone brands owned – Fall 2014
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- Figure 41: Brand of cell phones owned, by demographics, April 2014-December 2014
- Cell phone brands owned – Spring 2015
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- Figure 42: Brand of cell phone owned, by demographics, October 2014-June 2015
- Types of smartphone or tablet apps used
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- Figure 43: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (Part 1)
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- Figure 44: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 2)
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- Figure 45: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 3)
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- Figure 46: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 4)
- Smartphone apps used
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- Figure 47: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 1)
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- Figure 48: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 2)
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- Figure 49: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 3)
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- Figure 50: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 4)
- Tablet apps used
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- Figure 51: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 1)
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- Figure 52: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 2)
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- Figure 53: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
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- Figure 54: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
- Websites visited daily
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- Figure 55: Websites visited daily, August 2015 (part 1)
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- Figure 56: Websites visited daily, August 2015 (part 2)
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