Executive Summary:
This month's Briefing reveals the engagment of mobile phone owners in UK, France, Germany and -- special this month, the Netherlands -- with downloadable mobile applications available through “app stores.” The results confirm Mobile apps are now a viable “medium within the medium”, offering large reach for advertisers via free entertainment apps, and significant unmet consumer demand for new app utilities in many business categories.
Sample Findings (UK only; see France and Germany results in attached reports)
•36% of mobile phone users have downloaded at least one app, and 11% have downloaded 10 or more
•The app “sub-medium” has enormous potential for advertisers: more than 3 / 4 applications are free; among free apps, one third are ad-supported
•In addition to significant reach, the sub-medium also offers frequency, with 20% of applications downloaded used everyday
•Respondents’ “most-used” apps offer entertainment (58%), news or current information (38%), and are useful on the go (34%)
•Downloading of applications to see continued growth, as almost 1/4 of all mobile phone users expect to download even more apps next year compared to this, with strong interest in new banking apps
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