Table of Contents
Executive Summary
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- Market factors
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- Figure 1: Number of paid vs free app downloads, June 2014
- Google, Facebook, Yahoo lead in monthly unique visitors
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- Figure 2: Top 10 mobile apps by monthly unique visitors (in thousands), June 2014
- The consumer
- Most popular categories of apps
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- Figure 3: Types of mobile apps used, August 2013-March 2014
- More than one third of app users know what they’re going to download before browsing
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- Figure 4: Mobile app discovery habits, June 2014
- One fourth of consumers frustrated by in-app ads
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- Figure 5: Receptiveness to in-app advertising, by age, June 2014
- Behavior a key driver of receptiveness to ads
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- Figure 6: Use of in-app advertising for app discovery, by paid and free app downloads, June 2014
- What we think
Issues and Insights
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- Free vs paid app downloads
- The issues
- The implications
- Competing for app users’ limited time
- The issues
- The implications
- The hardware fragmentation problem
- The issues
- The implications
Trend Applications
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- Trend: Mood to Order
- Trend: Influentials
- Trend: The Suite Life
Market Drivers
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- Key points
- Global mobile data traffic rising
- Apps benefit from increasing opportunity among first-time device buyers
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- Figure 7: Increasing ownership of personal electronics, January-June 2014
- International apps face a different device ecosystem
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- Figure 8: Operating system of current smartphone among Chinese consumers, by percentage share, December 2013
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- Figure 9: Operating system installed on UK consumers’ smartphones, November 2013
Leading Apps
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- Figure 10: Top 10 mobile apps in the US by monthly unique visitors (in thousands), June 2014
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Innovations and Innovators
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- Haptic technology
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- Figure 11: Microsoft Researcher Hong Tan’s Explanation of Haptic Feedback
- CamMe relies on gestures to take selfies
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- Figure 12: CamMe App Screenshot
Marketing Strategies
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- Strategy: Gamify mobile ads
- Strategy: Behavior-based targeting
- Strategy: Deals to encourage downloads
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- Figure 13: Travelocity Mobile App Ad, July 2014
- Figure 14: Zappos Mobile App Ad, July 2014
Platforms Used for Mobile Apps
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- Key points
- Android and iOS lead as primary smartphones
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- Figure 15: Smartphone platforms used most often, June 2014
- Tablet app usage is more fragmented despite Apple’s and Google’s lead
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- Figure 16: tablet platforms used most often, June 2014
- Android smartphones more popular among young men, iOS among young women
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- Figure 17: Android and iOS usage (most often), by gender and age, June 2014
- One third of consumers use more than one platform
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- Figure 18: Mobile devices also used, by gender and age, June 2014
Types of Smartphone and Tablet Apps Used
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- Key points
- The majority of app users are on cell phones or smartphones
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- Figure 19: Types of mobile apps used, August 2013-March 2014
- Consumers’ smartphone app usage trends
- The majority of women aged 18-34 play games on their smartphones
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- Figure 20: Types of mobile apps used on smartphones or cell phones, by gender and age, August 2013-March 2014
- Consumers from larger households more likely to use entertainment apps
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- Figure 21: Types of mobile apps used on smartphones or cell phones, by household size, August 2013-March 2014
- Consumers’ tablet usage trends
- Consumers aged 55 and older most likely to use local information apps on a tablet
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- Figure 22: Types of mobile apps used on tablets, by gender and age, August 2013-March 2014
Free and Paid App Downloading Trends
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- Key points
- Free app downloads vastly outnumber paid app downloads and in-app purchases
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- Figure 23: Number of paid vs free app downloads, June 2014
- Men aged 18-34 most likely to pay upfront for apps and purchase premium content
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- Figure 24: Incidence of free and paid app downloads, by gender and age, June 2014
- App users from households with incomes of $75K+ most likely to download paid apps
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- Figure 25: Incidence of free and paid app downloads, by household income, June 2014
- Paid app users are more likely to download large numbers of apps
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- Figure 26: Number of app downloads and deletions, by downloaded free and paid apps, June 2014
- Little difference in downloading habits among iOS and Android users
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- Figure 27: Number of paid apps downloaded, by device used most often, June 2014
Consumer Spending on Mobile Apps
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- Key points
- Most consumers have paid for apps costing $1.99 or less
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- Figure 28: Amount paid for mobile apps August 2013-March 2014
- Men aged 35-54 spend the most on apps
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- Figure 29: Amount paid for mobile apps, by gender and age, August 2013-March 2014
- Tablet users showcase higher mobile app spending than smartphone users
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- Figure 30: Amount paid for mobile apps (mean), by types of apps used on smartphones and tablets, August 2013-March 2014
Time Spent Using Mobile Apps
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- Key points
- More than half of consumers exhibit light mobile app usage
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- Figure 31: Time spent using smartphone apps, by gender and age, June 2014
- Those who download paid apps exhibit heavier app usage
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- Figure 32: Time spent using smartphone apps by number of app downloads and deletions, June 2014
- Highly engaged tablet users most often use apps at home
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- Figure 33: Incidence of using mobile apps at home by time spent using mobile apps, June 2014
- Twitter, LinkedIn, Pinterest, and YouTube users show elevated mobile app usage
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- Figure 34: Time spent using smartphone apps, by visits social media websites at least once per day, June 2014
Mobile App Discovery Habits
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- Key points
- One third of app users know which app they want before they start looking
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- Figure 35: Consumers' mobile app discovery habits, by gender and age, June 2014
- Receptiveness to in-app advertising shows little variance with household income
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- Figure 36: Consumers' mobile app discovery habits, by household income, June 2014
- Frequent app downloaders are more receptive to ads
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- Figure 37: Consumers' mobile app discovery habits, by number of app downloads and deletions – More than 5, June 2014
Consumers’ Opinions and Usage Habits Regarding Mobile Apps
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- Key points
- Mobile apps most likely to be used at home
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- Figure 38: Opinions regarding mobile apps, June 2014
- One fourth of men and women aged 18-34 spend most of their online time on mobile
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- Figure 39: Opinions regarding mobile apps, by gender and age, June 2014
- Consumers from large households are more likely to spend their online time on mobile
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- Figure 40: Opinions regarding mobile apps, by household size, June 2014
Payment Methods Used to Buy Apps and Premium Features
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- Key points
- Online payment services, credit cards top consumers’ preferred payment methods
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- Figure 41: Consumers' mobile app payment preferences, June 2014
- Payment methods used
- 18-34-year-olds open to a variety of payment options
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- Figure 42: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by gender and age, June 2014
- Willingness to use payment methods
- One fourth of app users show interest in mobile payment apps
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- Figure 43: Consumers' mobile app payment preferences – I have not used this but I would consider it, by gender and age, June 2014
Race and Hispanic Origin
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- Key points
- Android is particularly popular among Blacks
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- Figure 44: Mobile devices used, by race/Hispanic origin, June 2014
- Gaming and weather apps show widespread usage
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- Figure 45: Types of mobile apps used, by race/Hispanic origin, August 2013-March 2014
- Hispanics show elevated concern about apps’ data usage
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- Figure 46: Opinions regarding mobile apps, by race/Hispanic origin, June 2014
Appendix – Other Useful Consumer Tables
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- Mobile devices used
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- Figure 47: Mobile devices used most often, by gender and age, June 2014
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- Figure 48: Mobile devices used most often, by household income, June 2014
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- Figure 49: Mobile devices used most often, by household size, June 2014
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- Figure 50: Mobile devices also used, by race/Hispanic origin, June 2014
- Types of mobile apps used
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- Figure 51: Mobile app usage, August 2013-March 2014
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- Figure 52: Types of mobile apps used, by gender and age, August 2013-March 2014
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- Figure 53: Types of mobile apps used on cell phone or smartphone, by race/Hispanic origin, August 2013-March 2014
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- Figure 54: Types of mobile apps used on cell phone or smartphone, by household income, August 2013-March 2014
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- Figure 55: Types of mobile apps used on tablets, by age, August 2013-March 2014
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- Figure 56: Types of mobile apps used on tablets, by race/Hispanic origin, August 2013-March 2014
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- Figure 57: Types of mobile apps used on tablets, by household income, August 2013-March 2014
- Payment for mobile apps
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- Figure 58: Incidence of paying for a mobile app, by race/Hispanic origin, August 2013-March 2014
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- Figure 59: Incidence of paying for a mobile app, by household income, August 2013-March 2014
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- Figure 60: Amount paid for mobile apps, by household income, August 2013-March 2014
- Lifestyles and the internet
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- Figure 61: Lifestyles and the internet, by age, August 2013-March 2014
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- Figure 62: Lifestyles and the internet, by race/Hispanic origin, August 2013-March 2014
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- Figure 63: Lifestyles and the internet, by household income, August 2013-March 2014
- Time spent using mobile apps
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- Figure 64: Time spent using tablet apps, by gender and age, June 2014
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- Figure 65: Time spent using tablet apps, by race/Hispanic origin, June 2014
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- Figure 66: Time spent using tablet apps, by number of app downloads and deletions, June 2014
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- Figure 67: Time spent using smartphone apps, by race/Hispanic origin, June 2014
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- Figure 68: Time spent using smartphone apps, by visits social media websites at least once per day, June 2014
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- Figure 69: Time spent using smartphone apps, by visits social media websites at least once per day, June 2014
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- Figure 70: Time spent using smartphone apps, by number of app downloads and deletions, June 2014
- Number of app downloads and deletions
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- Figure 71: Number of app downloads and deletions – Downloaded free app(s), by gender and age, June 2014
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- Figure 72: Number of app downloads and deletions – Downloaded free app(s), by household income, June 2014
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- Figure 73: Number of app downloads and deletions – Downloaded free app(s), by race/Hispanic origin, June 2014
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- Figure 74: Number of app downloads and deletions – Downloaded free app(s), by time spent using mobile apps – Tablet apps, June 2014
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- Figure 75: Number of app downloads and deletions – Downloaded free app(s), by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 76: Number of app downloads and deletions – Downloaded paid app(s), by gender and age, June 2014
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- Figure 77: Number of app downloads and deletions – Downloaded paid app(s), by household income, June 2014
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- Figure 78: Number of app downloads and deletions – Downloaded paid app(s), by race/Hispanic origin, June 2014
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- Figure 79: Number of app downloads and deletions – Downloaded paid app(s), by household size, June 2014
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- Figure 80: Number of app downloads and deletions – Downloaded paid app(s), by time spent using mobile apps – Tablet apps, June 2014
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- Figure 81: Number of app downloads and deletions – Downloaded paid app(s), by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 82: Number of app downloads and deletions – Purchased additional features or premium content for an app (ie in-app purchases), by gender and age, June 2014
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- Figure 83: Number of app downloads and deletions – Purchased additional features or premium content for an app (ie in-app purchases), by time spent using mobile apps – Tablet apps, June 2014
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- Figure 84: Number of app downloads and deletions – Purchased additional features or premium content for an app (ie in-app purchases), by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 85: Incidence of paying for premium features, by number of app downloads and deletions, June 2014
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- Figure 86: Number of app downloads and deletions – Deleted or removed app(s), by gender and age, June 2014
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- Figure 87: Number of app downloads and deletions – Deleted or removed app(s), by household income, June 2014
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- Figure 88: Number of app downloads and deletions – Deleted or removed app(s), by race/Hispanic origin, June 2014
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- Figure 89: Number of app downloads and deletions – Deleted or removed app(s), by household size, June 2014
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- Figure 90: Number of app downloads and deletions – Deleted or removed app(s), by time spent using mobile apps – Tablet apps, June 2014
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- Figure 91: Number of app downloads and deletions – Deleted or removed app(s), by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 92: Number of app downloads and deletions – downloaded paid apps, by number of app downloads and deletions, June 2014
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- Figure 93: Number of premium features downloaded, by device used most often, June 2014
- Amount paid for mobile apps
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- Figure 94: Amount paid for mobile and tablet apps – Apps for cell phones or smartphones, August 2013-March 2014
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- Figure 95: Amount paid for mobile and tablet apps – Apps for cell phones or smartphones, August 2013-March 2014 (continued)
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- Figure 96: Amount paid for mobile and tablet apps – Apps for cell phones or smartphones, August 2013-March 2014 (continued)
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- Figure 97: Amount paid for mobile and tablet apps – Apps for cell phones or smartphones, August 2013-March 2014 (continued)
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- Figure 98: Amount paid for mobile and tablet apps – Apps for tablets, August 2013-March 2014
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- Figure 99: Amount paid for mobile and tablet apps – Apps for tablets, August 2013-March 2014(continued)
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- Figure 100: Amount paid for mobile and tablet apps – Apps for tablets, August 2013-March 2014(continued)
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- Figure 101: Amount paid for mobile and tablet apps – Apps for tablets, August 2013-March 2014(continued)
- Preferred payment methods for mobile apps
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- Figure 102: Consumers' mobile app payment preferences, June 2014
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- Figure 103: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by household income, June 2014
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- Figure 104: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by race/Hispanic origin, June 2014
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- Figure 105: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by household size, June 2014
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- Figure 106: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by time spent using mobile apps – Tablet apps, June 2014
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- Figure 107: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 108: Consumers' mobile app payment preferences – I have used this method of payment and would use it again, by number of app downloads and deletions, June 2014
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- Figure 109: Consumers' mobile app payment preferences – I have not used this but I would consider it, by household income, June 2014
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- Figure 110: Consumers' mobile app payment preferences – I have not used this but I would consider it, by race/Hispanic origin, June 2014
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- Figure 111: Consumers' mobile app payment preferences – I have not used this but I would consider it, by household size, June 2014
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- Figure 112: Consumers' mobile app payment preferences – I have not used this but I would consider it, by time spent using mobile apps – Tablet apps, June 2014
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- Figure 113: Consumers' mobile app payment preferences – I have not used this but I would consider it, by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 114: Consumers' mobile app payment preferences – I have not used this but I would consider it, by number of app downloads and deletions, June 2014
- Mobile application discovery habits and opinions
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- Figure 115: Consumers' mobile app discovery habits, by household size, June 2014
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- Figure 116: Consumers' mobile app discovery habits, by time spent using mobile apps – Tablet apps, June 2014
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- Figure 117: Consumers' mobile app discovery habits, by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 118: Consumers' mobile app discovery habits, by number of app downloads and deletions, June 2014
- Opinions regarding mobile apps
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- Figure 119: Opinions regarding mobile apps, by household income, June 2014
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- Figure 120: Opinions regarding mobile apps, by time spent using mobile apps – Smartphone apps, June 2014
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- Figure 121: Opinions regarding mobile apps, by number of app downloads and deletions, June 2014
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- Figure 122: Opinions regarding mobile apps, by number of app downloads and deletions – More than 5, June 2014
Appendix – Trade Associations
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