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Mobile Apps - US - June 2012

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

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