Mobile Apps - US - October 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Mobile app users split between Android and iOS
Figure 1: Operating system of primary smartphone, December 2014-August 2015
Top app categories for smartphones
Figure 2: Types of apps used on a smartphone, October 2014-June 2015
Top app categories for tablets
Figure 3: Types of apps used on a tablet, October 2014-June 2015
How WiFi impacts the mobile app market
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
Figure 5: Mobile app usage habits, by hispanic origin, August 2015
The impact of friends and family on path to purchase for paid apps
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
WiFi could boost mobile app usage
FTC and consumers show concern for privacy
MARKET FACTORS
Availability of WiFi continues to grow
FTC issues guidance on mobile app privacy
KEY PLAYERS – WHAT YOU NEED TO KNOW
Balancing practicality with entertainment
Apps that require reading struggle to gain traction
More connected experiences on the horizon
WHAT’S WORKING?
Messaging: Focus on immediate value
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?
What are the least used app categories?
Figure 9: Types of mobile apps used the least in the last 30 days, October 2014-June 2015
WHAT’S NEXT?
More deeply integrated software ecosystems to come
THE CONSUMER – WHAT YOU NEED TO KNOW
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
 SMARTPHONE OPERATING SYSTEMS
Did iPhone 6 shorten the gap between iOS and Android?
Figure 10: Operating system of primary smartphone, December 2014-August 2015
Younger consumers split between iOS and Android
Figure 11: Operating system of primary smartphone, by gender and age, August 2015
Blacks favor Android, iOS makes gains among Hispanic consumers
Figure 12: Operating system of primary smartphone, by race and hispanic origin, August 2015
 TABLET OPERATING SYSTEMS
Greater variety in tablet operating systems
Figure 13: Operating system of primary tablet, August 2015
Middle-income households the most split between operating systems
Figure 14: Operating system of primary tablet, by household income, August 2015
Black consumers strongly favor Android
Figure 15: Operating system of primary tablet, by household income, August 2015
TYPES OF SMARTPHONE AND TABLET APPS USED
Engaging older consumers in mobile technology
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
Figure 17: Types of apps used on a smartphone, October 2014-June 2015
Smartphone entertainment and media apps have a strong audience among Hispanics
Figure 18: Types of apps used on a smartphone, by Hispanic origin, October 2014-June 2015
Types of tablet apps used
Figure 19: Types of apps used on a tablet, October 2014-June 2015
Usage for most categories declines with age
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
 SMARTPHONE APPS
Overview of smartphone app downloading habits
Figure 21: Smartphone app downloading habits, August 2015
Most consumers do not download more than four apps per month
Figure 22: Number of apps downloaded on a smartphone, by gender and age, August 2015
Men aged 25-34: avid paid app downloaders
Figure 23: Number of paid apps downloaded on a smartphone, by gender and age, August 2015
 TABLET APPS
Overview of tablet app downloading habits
Figure 24: Number of apps downloaded on tablets, August 2015
Urban consumers downloading more paid tablet apps
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
Figure 26: Paid apps downloaded on tablets, by Hispanic origin, August 2015
MOBILE APP DISCOVERY HABITS
Older consumers need hands-on experience with mobile apps
Figure 27: Mobile app discovery, by age, August 2015
Tendency to value practicality trends upward with age, income
Figure 28: Mobile app discovery, by age and household income, August 2015
Social influence is critical for paid apps
Figure 29: Mobile app discovery, number of apps downloaded on a tablet August 2015
Women hesitant to pay for apps
Figure 30: Mobile app discovery, number of apps downloaded on a tablet August 2015
CONSUMER FRUSTRATIONS WITH MOBILE APPS
Consumers annoyed by too many notifications
Figure 31: Mobile app frustrations, August 2015
Mobile apps struggling to maintain interest among young women
Figure 32: Mobile app frustrations, by gender and age, August 2015
Black consumers less likely to be frustrated with the mobile app experience
Figure 33: Mobile app frustrations, by race gender and age, August 2015
ROLE OF MOBILE APPS IN CONSUMERS’ LIVES
An overview of consumers’ mobile app usage
Figure 34: Mobile app usage, August 2015
Millennials and connected entertainment experiences
Figure 35: Mobile app usage, by age, August 2015
Consumers want more from their tablet apps
Figure 36: Mobile app usage, August 2015
Hispanics a key audience for enhanced tablet apps
Figure 37: Mobile app usage, by Hispanic origin, August 2015
CONSUMERS OPINIONS REGARDING MOBILE APPS
Consumers interested in convenience, cautious about intrusiveness
Figure 38: Opinions regarding mobile apps – Any agree, by age, August 2015
Households with more children value apps for convenience
Figure 39: Opinions regarding mobile apps – Any agree, by presence of children, August 2015
Consumer interest in branded mobile apps
Figure 40: Opinions regarding mobile apps – Any agree, by gender and age, August 2015
APPENDIX: DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – CONSUMER
Cell phone brands owned – Fall 2014
Figure 41: Brand of cell phones owned, by demographics, April 2014-December 2014
Cell phone brands owned – Spring 2015
Figure 42: Brand of cell phone owned, by demographics, October 2014-June 2015
Types of smartphone or tablet apps used
Figure 43: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (Part 1)
Figure 44: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 2)
Figure 45: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 3)
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
Figure 47: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 1)
Figure 48: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 2)
Figure 49: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 3)
Figure 50: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 4)
Tablet apps used
Figure 51: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 1)
Figure 52: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 2)
Figure 53: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
Figure 54: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
Websites visited daily
Figure 55: Websites visited daily, August 2015 (part 1)
Figure 56: Websites visited daily, August 2015 (part 2)