Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data: adults
- Consumer survey data: teens
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market drivers
- Smartphone, tablet ownership correlates with age and income
- Most teens own a cell phone
- Minorities more likely than whites to own smartphones and tablets
- App downloads and usage
- Downloads for free apps far exceed downloads for paid apps
- Most mobile OS owners use an app multiple times per day
- Millennials, women likely to use apps for leisure, fashion, and eating out
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- Figure 1: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by gender and age, June 2013
- Entertainment-based children's apps likely appeal to women
- Millennials, men, more open to apps that help find entertainment
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- Figure 2: Attitudes toward mobile app downloads for live entertainment and content of TV program, by gender and age, June 2013
- Interest in and finding new apps
- More people trying new apps
- App stores play a major part in downloading
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- Figure 3: Attitudes toward app stores, by age, June 2013
- Focus on Millennials
- Millennials and men more open to purchasing apps
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- Figure 4: Attitudes toward mobile app downloading and buying, by gender and age, June 2013
- Millennials a good place to start when increasing app awareness
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- Figure 5: Social influence of mobile apps, by age, June 2013
- Social networking, music, and gaming apps most frequently used daily among teens
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- Figure 6: Frequency in app usage, by categories, June 2013 (part 1)
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- Figure 7: Frequency in app usage, by categories, June 2013 (part 2)
- What we think
Issues and Insights
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- Benefiting from understanding the needs of Millennials
- The issues
- The implications
- The role of apps in companies’ and brands’ wider marketing and promotion strategies
- The issues
- The implications
- Apps as a platform for micro-targeted mobile advertising
- The issues
- The implications
Trend Applications
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- Inspire Trend: Why Buy
- Inspire Trend: Transumers
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- Adults’ smartphone and tablet ownership
- Smartphone and tablet ownership strongly associated with age
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- Figure 8: Smartphone and tablet ownership, by age, June 2013
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- Figure 9: Smartphone and tablet ownership, by gender, June 2013
- Smartphone and tablet ownership increases with income
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- Figure 10: Smartphone and tablet ownership, by household income, June 2013
- Smartphones and tablet owners overindex among non-whites
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- Figure 11: Smartphone and tablet ownership, by race/Hispanic origin, June 2013
- Mobile device ownership higher in households with children
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- Figure 12: Smartphone and tablet ownership, by presence of children in household, June 2013
- Teens cell phone ownership
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- Figure 13: Teens cell phone ownership, by gender and age, June 2013
- Minority’s disposable income may lead to awareness in mobile apps
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- Figure 14: Population, by race/Hispanic origin, 2008-18
- App compatibility with new computer OS and the potential move to mobile computing
Themes and Innovations
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- Time limits and real-time
- Memory tools
- Crowd-sourced content
- Biofeedback
- Voice interface
- Beyond the pre-installed
- Bring it to me, or me to it
Case Studies in App Marketing
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- Key points
- Retail apps
- Walgreens gets mobile with prescription refills
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- Figure 15: Walgreens television ad, “First timers,” January 2013
- Nordstrom leverages app as a discovery process and mobile shopping tool
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- Figure 16: Nordstrom’s apps online ad, July 2013
- Safeway digitizes coupons and deals
- Home Depot app aims to educate DIYers
- Hallmark Go Cards app creates custom cards
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- Figure 17: Hallmark television ad, “Hallmark Go Cards app for iPhone,” February 2013
- Huggies appeal to parents for an educational/training app
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- Figure 18: Pull-Ups Big Kid app television ad, “First Flush,” January 2013
- Finance apps
- Chase highlights convenience and instant access to online banking
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- Figure 19: Chase’s mobile app television ad, “Sister’s Helper,” March 2013
- Chase assists in mortgages and home buying
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- Figure 20: Chase’s mobile app television ad, “New Home App,” March 2013
- Auto and insurance apps
- GEICO’s roadside emergency extras on insurance company apps
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- Figure 21: GEICO television ad, “All Alone,” January 2013
- MyChevrolet as an added feature to buying a Chevy
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- Figure 22: MyChevrolet app television ad, “Parking Reminder,” March 2013
App Downloads and Deletions
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- Key points
- Free app downloads and deletions far exceed paid downloaded apps
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- Figure 23: Average number of (free vs. paid) apps downloads and deletions in the past month, June 2013
- Heavy users averaging five free and one paid download per month
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- Figure 24: Average number of (free vs. paid) apps downloads and deletions in the past month, by level of app user, June 2013
- Millennials keen users to download an app for free, but also willing payers
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- Figure 25: Average number of (free vs. paid) apps downloads and deletions in the past month, by age, June 2013
- Men eager free app downloaders and removers
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- Figure 26: Average number of (free vs. paid) apps downloads and deletions in the past month, by gender, June 2013
- Income not a factor in paid app downloads
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- Figure 27: Average number of (free vs. paid) apps downloads and deletions in the past month, by household income, June 2013
App Usage and Frequency
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- Key points
- Cell phone app usage
- Downloading app features on a cell phone the second-fastest growth after touchscreen
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- Figure 28: Additional services or features included on a cell phone, February 2007-March 2013
- Mobile apps usage on a cell phone grows faster than text messaging or web browsing
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- Figure 29: Incidence a cell phone’ features used in the last 30 days, February 2007-March 2013
- Greater incidence of app downloads by younger age groups and higher income groups
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- Figure 30: Ability to download apps and incidence of downloading apps in the last 30 days, by age, January 2012-March 2013
- Figure 31: Ability to download apps and incidence of downloading apps in the last 30 days, by household income, January 2012-March 2013
- Frequency of phone and tablet apps usage
- Three in five mobile OS owners use an app multiple times a day
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- Figure 32: Frequency of app usage on a mobile OS, June 2013
- Some 40-50% of 45+ year olds use apps multiple times a day
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- Figure 33: Frequency of app usage on a mobile OS, by age, June 2013
- Heavy app usage skews to higher incomes
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- Figure 34: Frequency of app usage on a mobile OS, by household income, June 2013
Reasons for Downloading New Apps
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- Key points
- Millennials and women tend to use apps for leisure, ideas, and eating out
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- Figure 35: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by gender and age, June 2013
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- Figure 36: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by app downloading and deleting, June 2013
- Entertainment-based apps for children likely to appeal to young parents, especially moms
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- Figure 37: Incidence of downloading an app for children’s entertainment, by gender and age, June 2013
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- Figure 38: Incidence of downloading a paid or free app or deleting an app for children’s entertainment, June 2013
- Men more likely to seek apps that help find live and TV entertainment
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- Figure 39: Attitudes toward mobile app usage for finding live entertainment and TV related content, by gender and age, June 2013
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- Figure 40: Attitudes toward mobile app usage for finding live entertainment and TV related content, by app downloading and deleting, June 2013
Trying New Apps
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- Key points
- One third often sample new apps and likely to continue rising
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- Figure 41: Incidence of often trying new apps, by age and household income, June 2013
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- Figure 42: Incidence of often trying new, by app downloading and deleting, June 2013
- App store browsing an important factor in app downloading
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- Figure 43: Attitudes toward app stores, by age, June 2013
- Younger demographic and men more open to purchasing apps
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- Figure 44: Attitudes toward mobile app downloading and buying, by gender and age, June 2013
Attitudes toward Mobile App Advertising
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- Key points
- App users are accustomed to ads, yet averse to ads in paid apps
- Opportunities for Millennials: personalized ads to Make It Mine
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- Figure 45: Attitudes toward ads on mobile apps, by age, June 2013
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- Figure 46: Incidence of purchasing based on mobile apps advertising, by age, June 2013
Social Influence on Apps
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- Key points
- Peer influence essential in gaining app users’ attention
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- Figure 47: Social influence around mobile apps, by app downloading and deleting, June 2013
- Efforts to increase awareness of mobile apps must start with Millennials
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- Figure 48: Social influence around mobile apps, by age, June 2013
App Usage – Smartphone vs. Tablet
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- Key points
- Tablet owners more engaged with apps
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- Figure 49: Frequency of app usage on smartphone vs. tablet, June 2013
- Opportunities in smartphone apps
- Opportunities in tablets apps
Mom, Dads, and the Presence of Children
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- Key points
- Opportunities among Moms and Dads
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- Figure 50: Frequency of app usage, by parental status, June 2013
- Opportunities in households with children
- Opportunities in households without children
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- Figure 51: Frequency of app usage, by presence of children in household, June 2013
Teens and Mobile Apps
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- Key points
- Teens cell phone mobile app usage skew higher to girls and older teens
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- Figure 52: Teens’ app usage on cell phone, by gender and age, June 2013
- Teens with weekly spend more than $11 tend to reflect higher app usage
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- Figure 53: Teens’ app usage on cell phone, by weekly allowance and weekly spend, June 2013
- Frequency in app usage by categories
- Social networking, music-related, and gaming apps most popular daily usage
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- Figure 54: Frequency of app usage, by categories, June 2013 (part 1)
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- Figure 55: Frequency of app usage, by categories, June 2013 (part 2)
- Social networking apps
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- Figure 56: Frequency of social networking app usage by teens, by gender and age, June 2013
- Music-related apps
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- Figure 57: Frequency of music-related app usage by teens, by gender and age, June 2013
- Game apps
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- Figure 58: Frequency of game app usage by teens, by gender and age, June 2013
- Communication apps
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- Figure 59: Frequency of communication app usage by teens, by gender and age, June 2013
- Information apps
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- Figure 60: Frequency of information app usage by teens, by gender and age, June 2013
- Shopping apps
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- Figure 61: Frequency of shopping app usage by teens, by gender and age, June 2013
- Educational apps
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- Figure 62: Frequency of educational app usage by teens, by gender and age, June 2013
- Health/fitness apps
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- Figure 63: Frequency of health/fitness app usage by teens, by gender and age, June 2013
- Teens’ attitudes toward mobile app usage and downloading
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- Figure 64: Teens’ attitudes toward mobile app usage, by gender and age, June 2013
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- Figure 65: Teens’ attitudes toward mobile app downloading, by gender and age, June 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanics are avid app downloaders; blacks receptive to free apps
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- Figure 66: Attitudes toward mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
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- Figure 67: Number of free and paid app downloads and deletions for smartphones/tablets in the past month, by race/Hispanic origin, June 2013
- Apps for children’s and live entertainment well received by Hispanics
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- Figure 68: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
- Hispanics and blacks open to mobile ads
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- Figure 69: Attitudes to mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
Appendix – Other Useful Consumer Tables
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- App downloads and deletions
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- Figure 70: Free app downloads on mobile OS in the past month, by gender, June 2013
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- Figure 71: Free app downloads on mobile OS in the past month, by age, June 2013
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- Figure 72: Free app downloads on mobile OS in the past month, by household income, June 2013
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- Figure 73: Paid app downloads on mobile OS in the past month, by gender, June 2013
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- Figure 74: Paid app downloads on mobile OS in the past month, by age, June 2013
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- Figure 75: Paid app downloads on mobile OS in the past month, by household income, June 2013
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- Figure 76: App deletions from mobile OS in the past month, by gender, June 2013
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- Figure 77: App deletions from mobile OS in the past month, by age, June 2013
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- Figure 78: App deletions from mobile OS in the past month, by household income, June 2013
- Frequency of phone and tablet app usage
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- Figure 79: Frequency of app usage on a mobile OS, by types of OS, June 2013
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- Figure 80: Frequency of app usage on a mobile OS, by race/Hispanic origin, June 2013
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- Figure 81: Frequency of app usage on a smartphone, by age, June 2013
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- Figure 82: Frequency of app usage on a smartphone, by household income, June 2013
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- Figure 83: Frequency of app usage on a smartphone, by race/Hispanic origin, June 2013
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- Figure 84: Frequency of app usage on a smartphone, by single, June 2013
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- Figure 85: Frequency of app usage on a tablet, by age, June 2013
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- Figure 86: Frequency of app usage on a tablet, by household income, June 2013
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- Figure 87: Frequency of app usage on a tablet, by race/Hispanic origin, June 2013
- Attitudes toward mobile app downloading, buying, and advertising
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- Figure 88: Attitudes toward mobile app downloading, buying, and advertising, by age, June 2013
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- Figure 89: Attitudes toward mobile app downloading, buying, and advertising, by race/Hispanic origin, June 2013
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- Figure 90: Attitudes toward mobile app downloading, buying and advertising, by frequency of app usage on a smartphone, June 2013
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- Figure 91: Attitudes toward mobile app downloading, buying and advertising, by frequency of app usage on a tablet, June 2013
- Attitudes toward mobile apps usage
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- Figure 92: Attitudes toward mobile apps usage, by age, June 2013
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- Figure 93: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
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- Figure 94: Attitudes toward mobile apps usage, by frequency of app usage on a smartphone, June 2013
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- Figure 95: Attitudes toward mobile apps usage, by frequency of app usage on a tablet, June 2013
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- Figure 96: Attitudes toward mobile apps usage, by app downloads and deletions, June 2013
- Social influence on apps
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- Figure 97: Social influence around mobile apps, by age, June 2013
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- Figure 98: Social influence around mobile apps, by race/Hispanic origin, June 2013
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- Figure 99: Social influence around mobile apps, by frequency of app usage on a smartphone, June 2013
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- Figure 100: Social influence around mobile apps, by tablet, June 2013
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- Figure 101: Social influence of mobile apps, by app downloads and deletions, June 2013
- Presence of children and mobile apps
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- Figure 102: Frequency of app usage, by presence of children in household, June 2013
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- Figure 103: Number of (free vs. paid) apps downloaded and deleted in the past month, by presence of children in household, June 2013
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- Figure 104: Attitudes toward mobile app downloading and buying, by presence of children in household, June 2013
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- Figure 105: Attitudes toward mobile app advertising, by presence of children in household, June 2013
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- Figure 106: Attitudes toward mobile app usage, by presence of children in household, June 2013
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- Figure 107: Social influence on mobile apps, by presence of children in household, June 2013
- Moms, dads, and mobile apps
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- Figure 108: Smartphone and tablet ownership, by parental status, June 2013
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- Figure 109: Frequency of app usage, smartphones vs. tablets, by parental status, June 2013
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- Figure 110: Number of (free vs. paid) apps downloaded and deleted in the past month, by parental status, June 2013
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- Figure 111: Attitudes toward mobile app downloading and buying, by parental status, June 2013
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- Figure 112: Attitudes toward mobile app advertising, by parental status, June 2013
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- Figure 113: Attitudes toward mobile app usage, by parental status, June 2013
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- Figure 114: Social influence on mobile apps, by parental status, June 2013
- Parents with children (by age) living in household
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- Figure 115: Frequency of app usage on a mobile OS, by parents with children by age, June 2013
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- Figure 116: Average number of (free vs. paid) downloaded and deleted in the past month, by parents with children by age, June 2013
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- Figure 117: Average number of (free vs. paid) downloaded and deleted in the past month, by number of children in household, June 2013
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- Figure 118: Attitudes toward mobile app usage, by parents with children by age, June 2013
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- Figure 119: Social influence on mobile apps, by parents with children by age, June 2013
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- Figure 120: Attitudes toward mobile apps usage, by parents with children and age, June 2013
- Teens
- Teens’ cell phone ownership
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- Figure 121: Teens cell phone ownership, by weekly allowance, June 2013
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- Figure 122: Teens cell phone ownership, by weekly spend, June 2013
- Teens’ cell phone app usage
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- Figure 123: Teens’ app usage on cell phone, by gender, June 2013
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- Figure 124: Teens’ app usage on cell phone, by age, June 2013
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- Figure 125: Teens' app usage on cell phone, by weekly allowance, June 2013
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- Figure 126: Teens' app usage on cell phone, by weekly spend, June 2013
- Teens incidence of app categories used
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- Figure 127: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 1)
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- Figure 128: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 2)
- Teens’ attitudes toward mobile apps
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- Figure 129: Teens’ attitudes toward mobile apps, by gender, June 2013
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- Figure 130: Teens’ attitudes toward mobile apps, by age, June 2013
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- Figure 131: Teens’ attitudes toward mobile apps, by cell phone ownership, June 2013
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- Figure 132: Teens' attitudes toward mobile apps, by mobile app cell phone usage, June 2013
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- Figure 133: Teens' attitudes toward mobile apps, by frequent usage of apps, June 2013
Appendix – Trade Associations
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