Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Consumer data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Market factors
- Audience size
-
- Figure 1: Mobile OS ownership and intent to own, by age, February 2012
- Figure 2: Mobile OS ownership and intent to own, by household income, February 2012
- Competing with built-in features
-
- Figure 3: Most-used features on smartphones, by gender, February 2012
- Free beats paid and premium
- The consumer
- Younger adults use a larger number of apps daily
-
- Figure 4: Number of apps used daily on smartphone and tablet combined, by age, February 2012
- No single method of discovery dominates
-
- Figure 5: Methods of discovery for most recently acquired app, by age, February 2012
- Minority of men heavy downloaders; early adopters who can propel awareness
- Apps for parents, not kids
- Everyone loves the weather
-
- Figure 6: Download and use of apps, by category, February 2012
- What we think
Issues in the Market
-
- Where’s the profit?
- Are apps a fad?
- How will apps impact hardware outside of the mobile arena
- Which OS will rule?
Insights and Opportunities
-
- In-store customer relationship management
- Spurring creativity
- Enhancing existing features and apps
- Leveraging cloud processing
Inspire Insights
-
- Inspire Insight: Guiding Choice
- Inspire Insight: Collective Intelligence
Market Drivers—The Mobile App Audience
-
- Key points
- Overview
- Smartphone ownership
-
- Figure 7: Smartphone ownership, by age, February 2012
-
- Figure 8: Smartphone ownership, by household income, February 2012
- Tablet ownership
-
- Figure 9: Type of tablet owned or planned for purchase in the next 30 days, February 2012
-
- Figure 10: Type of tablet owned, by age, February 2012
- Figure 11: Type of tablet owned, by household income, February 2012
- Combined audience from smartphone and tablet
-
- Figure 12: Mobile OS ownership and intent to own, by age, February 2012
-
- Figure 13: Mobile OS ownership and intent to own, by household income, February 2012
Competitive Context—Apps vs. Built-In Features
-
- Key points
- Apps come in 5th among mobile hardware’s features
-
- Figure 14: Most-used features on smartphones and tablets, February 2012
-
- Figure 15: Most-used features on smartphones, by gender, February 2012
-
- Figure 16: Most-used features on smartphones, by age, February 2012
- Figure 17: Most-used features on tablets, by age, February 2012
-
- Figure 18: Most-used features on tablets, by household income, February 2012
App Usage
-
- Key points
- App downloading
- Adults
-
- Figure 19: Ability to download apps, and incidence of downloading apps in past 30 days, by age, April 2011-November 2011
- Figure 20: Ability to download apps, and incidence of downloading apps in past 30 days, by household income, April 2011-November 2011
- Teens
-
- Figure 21: Ability to download apps, and incidence of downloading apps in past 30 days, by gender and age among teens, October 2010-November 2011
- Free vs. paid downloads
-
- Figure 22: App downloading to phones and tablets, free vs. paid, February 2012
-
- Figure 23: Willingness to download paid apps, February 2012
- Figure 24: Historical purchase of freemium apps, by household income, February 2012
-
- Figure 25: Free app downloading to a smartphone in past month, by age, February 2012
- Figure 26: Paid app downloading to a smartphone in past month, by age, February 2012
-
- Figure 27: Any app downloading to a tablet in past month, by gender, February 2012
- Figure 28: Use of tech blogs and other tech information sources, February 2012
-
- Figure 29: App downloading to a phone or tablet in past month, by household income, February 2012
- Cumulative number of apps downloaded
-
- Figure 30: Cumulative number of apps downloaded to a smartphone, October-November 2011
-
- Figure 31: Cumulative number of apps downloaded to a smartphone, by age, October-November 2011
- Figure 32: Cumulative number of apps downloaded to a smartphone, by household income, October-November 2011
- Daily usage
- Younger smartphone owners use more apps daily
-
- Figure 33: Daily app usage on smartphone, by age, February 2012
-
- Figure 34: Daily app usage on tablet, by age, February 2012
-
- Figure 35: Daily app usage on smartphone and tablet combined, by age, February 2012
The Discovery Process
-
- Key points
- Attitudes to acquiring new apps
-
- Figure 36: Attitudes to acquiring new apps, February 2012
-
- Figure 37: Interest in apps relative to when hardware was acquired, by household income, February 2012
- Figure 38: When current smartphone was acquired, by household income, February 2012
-
- Figure 39: When current tablet was acquired, by household income, February 2012
-
- Figure 40: Interest in assistance in selecting apps, by household income, February 2012
- Recs, browsing most common means of discovery
-
- Figure 41: Methods of discovery for most recently acquired app, February 2012
-
- Figure 42: Methods of discovery for most recently acquired app, by age, February 2012
- Figure 43: Experimentation and early adoption of apps, by age, February 2012
-
- Figure 44: Use of tech blogs and other tech information sources, by age, February 2012
-
- Figure 45: Methods of discovery for most recently acquired app, by household income, February 2012
App Categories Used
-
- Key points
- Overview of leading categories
-
- Figure 46: Download and use of apps, by category, February 2012
- Opposing trends by income: weather and finance
-
- Figure 47: Download and use of weather apps, by household income, February 2012
-
- Figure 48: Download and use of financial apps, by household income, February 2012
- Fun, games, and apps for kids
-
- Figure 49: Download and use of fun and games apps, by age, February 2012
- Music
-
- Figure 50: Download and use of music apps, by age, February 2012
- Communication and social networking
-
- Figure 51: Downloads and use of social networking apps, by age, February 2012
- Figure 52: Download and use of communication apps, by age, February 2012
- Television and movies
-
- Figure 53: Download and use of TV and movie apps, by age, February 2012
- News, sports, and websites
-
- Figure 54: Download and use of news sports and information apps, by gender, February 2012.
- Photography
-
- Figure 55: Download and use of photography apps, by age, February 2012
- Diet and health
-
- Figure 56: Download and use of diet and health apps, by gender, February 2012
-
- Figure 57: Download and use of diet and health apps, by age, February 2012
- Travel and dining
-
- Figure 58: Download and use of travel and dining apps, by household income, February 2012
- Organization and productivity
-
- Figure 59: Download and use of organization and productivity apps, by age, February 2012
- Learning tools
-
- Figure 60: Download and use of learning apps, by age, February 2012
- Shopping
-
- Figure 61: Download and use of shopping apps, by age, February 2012
Race and Hispanic Origin
-
- Key points
- Whites, Asians lead in app downloading
-
- Figure 62: Ability to download apps, and incidence of downloading apps in past 30 days, by race and age, April 2011-November 2011
-
- Figure 63: Type of tablet owned, by race/Hispanic origin, February 2012
- Figure 64: Most important smartphone features ranked, by race/Hispanic origin, February 2012
Custom Consumer—Parents
-
- Key points
- Parents more likely to be app downloaders
-
- Figure 65: Ability to download apps, and incidence of downloading apps in past 30 days, by marital status and presence of children, April 2011-November 2011
-
- Figure 66: Type of tablet owned, by parental status and presence of children in household, February 2012
-
- Figure 67: Daily app usage on tablets, by parental status and presence of children in household, February 2012
-
- Figure 68: Download and use of apps for kids, by presence of children in the household, February 2012
Appendix—Additional Useful Tables
-
- When phones and tablets were acquired
-
- Figure 69: When current smartphone or tablet was acquired, February 2012
- Figure 70: When current tablet was acquired, by age, February 2012
- Downloading behavior
-
- Figure 71: App downloading to phones vs. tablets, February 2012
- Figure 72: Number of free apps downloaded to a tablet in the past month, by age, February 2012
- Figure 73: Number of paid apps downloaded to a tablet in the past month, by age, February 2012
-
- Figure 74: Number of free apps downloaded to a smartphone or tablet in past month, by age, February 2012
- Figure 75: Number of paid apps downloaded to a smartphone or tablet in past month, by age, February 2012
-
- Figure 76: Number of free or paid apps downloaded to a smartphone or tablet in past month, by age, February 2012
- Figure 77: Number of free or paid apps downloaded to a smartphone in the past month, by age, February 2012
-
- Figure 78: Number of free or paid apps downloaded to a tablet in the past month, by age, February 2012
- Figure 79: App downloading by service carrier for primary cell phone, October-November 2011
-
- Figure 80: Paid app downloading by service carrier for primary cell phone, October-November 2011
- Figure 81: Download and use of news sports and information apps, by parental status and presence of children in household, February 2012.
-
- Figure 82: Downloading apps, by gender and age, April 2011-November 2011
- Additional useful tables
-
- Figure 83: Most popular features on smartphones, by household income, February 2012
- Figure 84: Most popular features on tablets, by gender, February 2012
- Figure 85: Type of tablet planned for purchase in next 30 days, by age, February 2012
-
- Figure 86: Download and use of fun and gaming apps, by household income, February 2012
- Figure 87: Download and use of TV and movie apps, by gender, February 2012
-
- Figure 88: Download and use of TV and movie apps, by household income, February 2012
- Figure 89: Download and use of news sports and information apps, by age, February 2012.
-
- Figure 90: Download and use of music apps, by race/Hispanic origin, February 2012
- Figure 91: Download and use of fun and gaming apps, by race/Hispanic origin, February 2012
Back to top