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Mobile Apps - US - June 2012

Perhaps never before has there been a market in which product supply and variety so greatly outweigh demand. As of December 2011, over one million apps were available, but the median number of apps used daily on phones or tablets is between one and two, and a typical app user may download less than a dozen apps over the life of a mobile product. This report aims to help developers and marketers navigate this space with research and commentary focusing upon the following issues:

  • Who are the most avid app users?
  • How do consumers decide which apps to download?
  • Is app acquisition an activity that primarily occurs after a hardware purchase, or is it a continuing behavior for the course of the lifespan of the phone or tablet?
  • How do consumers discover new apps?
  • Who are the influentials and early adopters that drive uptake of ads?
  • Who makes up the audience for apps by OS?
  • Can brands outside of the technology space utilize the app market?

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Table of contents

  1. 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

                                                                              Companies Covered

                                                                              • AOL
                                                                              • Apple, Inc
                                                                              • AT&T Inc.
                                                                              • Facebook, Inc.
                                                                              • Flickr
                                                                              • Foursquare
                                                                              • Google, Inc.
                                                                              • JPMorgan Chase & Co
                                                                              • LinkedIn
                                                                              • Merrill Lynch & Co. Inc
                                                                              • Netflix, Inc.
                                                                              • Pandora Group
                                                                              • Photobucket
                                                                              • Picasa
                                                                              • Spotify AB
                                                                              • Twitter, Inc.
                                                                              • Verizon Communications Inc.
                                                                              • YouTube, Inc.

                                                                              Mobile Apps - US - June 2012

                                                                              £3,174.67 (Excl.Tax)