Executive Summary:
This month’s Briefing reveals US mobile phone owners engagement with downloadable applications to mobile phones available through “app stores.”
The results confirm Mobile apps are now a viable “medium within the medium”.
Key Findings This Month:
•42% of all mobile consumers have downloaded apps onto their mobile phone
•25% of apps are daily-use dynamos, while 8% are unused in a year
•60% said their “most used” app provides entertainment; 47% called it “useful when on the go”
•Twice as many expect to increase (22%) as decrease (10%) their app downloads next year (40% expect no change)
•Next year, downloaders will seek apps focusing on entertainment; restaurants; banking; and travel.
Research Type(s):
