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Mobile Apps - US - September 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data: adults
Consumer survey data: teens
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
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
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
Figure 3: Attitudes toward app stores, by age, June 2013
Focus on Millennials
Millennials and men more open to purchasing apps
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
Figure 5: Social influence of mobile apps, by age, June 2013
Social networking, music, and gaming apps most frequently used daily among teens
Figure 6: Frequency in app usage, by categories, June 2013 (part 1)
Figure 7: Frequency in app usage, by categories, June 2013 (part 2)
What we think
ISSUES AND INSIGHTS
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
Inspire Trend: Why Buy
Inspire Trend: Transumers
Mintel Futures: Access Anything, Anywhere
MARKET DRIVERS
Key points
Adults’ smartphone and tablet ownership
Smartphone and tablet ownership strongly associated with age
Figure 8: Smartphone and tablet ownership, by age, June 2013
Figure 9: Smartphone and tablet ownership, by gender, June 2013
Smartphone and tablet ownership increases with income
Figure 10: Smartphone and tablet ownership, by household income, June 2013
Smartphones and tablet owners overindex among non-whites
Figure 11: Smartphone and tablet ownership, by race/Hispanic origin, June 2013
Mobile device ownership higher in households with children
Figure 12: Smartphone and tablet ownership, by presence of children in household, June 2013
Teens cell phone ownership
Figure 13: Teens cell phone ownership, by gender and age, June 2013
Minority’s disposable income may lead to awareness in mobile apps
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
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
Key points
Retail apps
Walgreens gets mobile with prescription refills
Figure 15: Walgreens television ad, “First timers,” January 2013
Nordstrom leverages app as a discovery process and mobile shopping tool
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
Figure 17: Hallmark television ad, “Hallmark Go Cards app for iPhone,” February 2013
Huggies appeal to parents for an educational/training app
Figure 18: Pull-Ups Big Kid app television ad, “First Flush,” January 2013
Finance apps
Chase highlights convenience and instant access to online banking
Figure 19: Chase’s mobile app television ad, “Sister’s Helper,” March 2013
Chase assists in mortgages and home buying
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
Figure 21: GEICO television ad, “All Alone,” January 2013
MyChevrolet as an added feature to buying a Chevy
Figure 22: MyChevrolet app television ad, “Parking Reminder,” March 2013
APP DOWNLOADS AND DELETIONS
Key points
Free app downloads and deletions far exceed paid downloaded apps
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
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
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
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
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
Key points
Cell phone app usage
Downloading app features on a cell phone the second-fastest growth after touchscreen
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
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
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
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
Figure 33: Frequency of app usage on a mobile OS, by age, June 2013
Heavy app usage skews to higher incomes
Figure 34: Frequency of app usage on a mobile OS, by household income, June 2013
REASONS FOR DOWNLOADING NEW APPS
Key points
Millennials and women tend to use apps for leisure, ideas, and eating out
Figure 35: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by gender and age, June 2013
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
Figure 37: Incidence of downloading an app for children’s entertainment, by gender and age, June 2013
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
Figure 39: Attitudes toward mobile app usage for finding live entertainment and TV related content, by gender and age, June 2013
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
Key points
One third often sample new apps and likely to continue rising
Figure 41: Incidence of often trying new apps, by age and household income, June 2013
Figure 42: Incidence of often trying new, by app downloading and deleting, June 2013
App store browsing an important factor in app downloading
Figure 43: Attitudes toward app stores, by age, June 2013
Younger demographic and men more open to purchasing apps
Figure 44: Attitudes toward mobile app downloading and buying, by gender and age, June 2013
ATTITUDES TOWARD MOBILE APP ADVERTISING
Key points
App users are accustomed to ads, yet averse to ads in paid apps
Opportunities for Millennials: personalized ads to Make It Mine
Figure 45: Attitudes toward ads on mobile apps, by age, June 2013
Figure 46: Incidence of purchasing based on mobile apps advertising, by age, June 2013
SOCIAL INFLUENCE ON APPS
Key points
Peer influence essential in gaining app users’ attention
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
Figure 48: Social influence around mobile apps, by age, June 2013
APP USAGE – SMARTPHONE VS. TABLET
Key points
Tablet owners more engaged with apps
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
Key points
Opportunities among Moms and Dads
Figure 50: Frequency of app usage, by parental status, June 2013
Opportunities in households with children
Opportunities in households without children
Figure 51: Frequency of app usage, by presence of children in household, June 2013
TEENS AND MOBILE APPS
Key points
Teens cell phone mobile app usage skew higher to girls and older teens
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
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
Figure 54: Frequency of app usage, by categories, June 2013 (part 1)
Figure 55: Frequency of app usage, by categories, June 2013 (part 2)
Social networking apps
Figure 56: Frequency of social networking app usage by teens, by gender and age, June 2013
Music-related apps
Figure 57: Frequency of music-related app usage by teens, by gender and age, June 2013
Game apps
Figure 58: Frequency of game app usage by teens, by gender and age, June 2013
Communication apps
Figure 59: Frequency of communication app usage by teens, by gender and age, June 2013
Information apps
Figure 60: Frequency of information app usage by teens, by gender and age, June 2013
Shopping apps
Figure 61: Frequency of shopping app usage by teens, by gender and age, June 2013
Educational apps
Figure 62: Frequency of educational app usage by teens, by gender and age, June 2013
Health/fitness apps
Figure 63: Frequency of health/fitness app usage by teens, by gender and age, June 2013
Teens’ attitudes toward mobile app usage and downloading
Figure 64: Teens’ attitudes toward mobile app usage, by gender and age, June 2013
Figure 65: Teens’ attitudes toward mobile app downloading, by gender and age, June 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics are avid app downloaders; blacks receptive to free apps
Figure 66: Attitudes toward mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
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
Figure 68: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
Hispanics and blacks open to mobile ads
Figure 69: Attitudes to mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
App downloads and deletions
Figure 70: Free app downloads on mobile OS in the past month, by gender, June 2013
Figure 71: Free app downloads on mobile OS in the past month, by age, June 2013
Figure 72: Free app downloads on mobile OS in the past month, by household income, June 2013
Figure 73: Paid app downloads on mobile OS in the past month, by gender, June 2013
Figure 74: Paid app downloads on mobile OS in the past month, by age, June 2013
Figure 75: Paid app downloads on mobile OS in the past month, by household income, June 2013
Figure 76: App deletions from mobile OS in the past month, by gender, June 2013
Figure 77: App deletions from mobile OS in the past month, by age, June 2013
Figure 78: App deletions from mobile OS in the past month, by household income, June 2013
Frequency of phone and tablet app usage
Figure 79: Frequency of app usage on a mobile OS, by types of OS, June 2013
Figure 80: Frequency of app usage on a mobile OS, by race/Hispanic origin, June 2013
Figure 81: Frequency of app usage on a smartphone, by age, June 2013
Figure 82: Frequency of app usage on a smartphone, by household income, June 2013
Figure 83: Frequency of app usage on a smartphone, by race/Hispanic origin, June 2013
Figure 84: Frequency of app usage on a smartphone, by single, June 2013
Figure 85: Frequency of app usage on a tablet, by age, June 2013
Figure 86: Frequency of app usage on a tablet, by household income, June 2013
Figure 87: Frequency of app usage on a tablet, by race/Hispanic origin, June 2013
Attitudes toward mobile app downloading, buying, and advertising
Figure 88: Attitudes toward mobile app downloading, buying, and advertising, by age, June 2013
Figure 89: Attitudes toward mobile app downloading, buying, and advertising, by race/Hispanic origin, June 2013
Figure 90: Attitudes toward mobile app downloading, buying and advertising, by frequency of app usage on a smartphone, June 2013
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
Figure 92: Attitudes toward mobile apps usage, by age, June 2013
Figure 93: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
Figure 94: Attitudes toward mobile apps usage, by frequency of app usage on a smartphone, June 2013
Figure 95: Attitudes toward mobile apps usage, by frequency of app usage on a tablet, June 2013
Figure 96: Attitudes toward mobile apps usage, by app downloads and deletions, June 2013
Social influence on apps
Figure 97: Social influence around mobile apps, by age, June 2013
Figure 98: Social influence around mobile apps, by race/Hispanic origin, June 2013
Figure 99: Social influence around mobile apps, by frequency of app usage on a smartphone, June 2013
Figure 100: Social influence around mobile apps, by tablet, June 2013
Figure 101: Social influence of mobile apps, by app downloads and deletions, June 2013
Presence of children and mobile apps
Figure 102: Frequency of app usage, by presence of children in household, June 2013
Figure 103: Number of (free vs. paid) apps downloaded and deleted in the past month, by presence of children in household, June 2013
Figure 104: Attitudes toward mobile app downloading and buying, by presence of children in household, June 2013
Figure 105: Attitudes toward mobile app advertising, by presence of children in household, June 2013
Figure 106: Attitudes toward mobile app usage, by presence of children in household, June 2013
Figure 107: Social influence on mobile apps, by presence of children in household, June 2013
Moms, dads, and mobile apps
Figure 108: Smartphone and tablet ownership, by parental status, June 2013
Figure 109: Frequency of app usage, smartphones vs. tablets, by parental status, June 2013
Figure 110: Number of (free vs. paid) apps downloaded and deleted in the past month, by parental status, June 2013
Figure 111: Attitudes toward mobile app downloading and buying, by parental status, June 2013
Figure 112: Attitudes toward mobile app advertising, by parental status, June 2013
Figure 113: Attitudes toward mobile app usage, by parental status, June 2013
Figure 114: Social influence on mobile apps, by parental status, June 2013
Parents with children (by age) living in household
Figure 115: Frequency of app usage on a mobile OS, by parents with children by age, June 2013
Figure 116: Average number of (free vs. paid) downloaded and deleted in the past month, by parents with children by age, June 2013
Figure 117: Average number of (free vs. paid) downloaded and deleted in the past month, by number of children in household, June 2013
Figure 118: Attitudes toward mobile app usage, by parents with children by age, June 2013
Figure 119: Social influence on mobile apps, by parents with children by age, June 2013
Figure 120: Attitudes toward mobile apps usage, by parents with children and age, June 2013
Teens
Teens’ cell phone ownership
Figure 121: Teens cell phone ownership, by weekly allowance, June 2013
Figure 122: Teens cell phone ownership, by weekly spend, June 2013
Teens’ cell phone app usage
Figure 123: Teens’ app usage on cell phone, by gender, June 2013
Figure 124: Teens’ app usage on cell phone, by age, June 2013
Figure 125: Teens' app usage on cell phone, by weekly allowance, June 2013
Figure 126: Teens' app usage on cell phone, by weekly spend, June 2013
Teens incidence of app categories used
Figure 127: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 1)
Figure 128: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 2)
Teens’ attitudes toward mobile apps
Figure 129: Teens’ attitudes toward mobile apps, by gender, June 2013
Figure 130: Teens’ attitudes toward mobile apps, by age, June 2013
Figure 131: Teens’ attitudes toward mobile apps, by cell phone ownership, June 2013
Figure 132: Teens' attitudes toward mobile apps, by mobile app cell phone usage, June 2013
Figure 133: Teens' attitudes toward mobile apps, by frequent usage of apps, June 2013
APPENDIX – TRADE ASSOCIATIONS

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