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Mobile Apps - US - October 2015

"Mobile applications are becoming an increasingly critical part of consumers’ lives, but the market faces challenges in the form of consumer engagement and monetization. There is more pressure than ever to build intuitive apps that offer seamless experiences across devices and to become smarter about mobile targeting and promotions."

- Bryant Harland, Technology Analyst

This report covers the following issues:

  • Mobile app users split between Android and iOS
  • Top app categories for smartphones
  • Top app categories for tablets
  • How WiFi impacts the mobile app market

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Mobile app users split between Android and iOS
            • Figure 1: Operating system of primary smartphone, December 2014-August 2015
          • Top app categories for smartphones
            • Figure 2: Types of apps used on a smartphone, October 2014-June 2015
          • Top app categories for tablets
            • Figure 3: Types of apps used on a tablet, October 2014-June 2015
          • How WiFi impacts the mobile app market
            • Figure 4: Mobile app usage habits, August 2015
          • The opportunities
            • The rise in iOS means more value for multiplatform apps
              • Room for more engagement on tablet apps
                • Figure 5: Mobile app usage habits, by hispanic origin, August 2015
              • The impact of friends and family on path to purchase for paid apps
                • Figure 6: Mobile app discovery, by number of apps downloaded on a tablet, August 2015
              • What it means
              • The Market – What You Need to Know

                • WiFi could boost mobile app usage
                  • FTC and consumers show concern for privacy
                  • Market Factors

                    • Availability of WiFi continues to grow
                      • FTC issues guidance on mobile app privacy
                      • Key Players – What You Need to Know

                        • Balancing practicality with entertainment
                          • Apps that require reading struggle to gain traction
                            • More connected experiences on the horizon
                            • What’s Working?

                              • Messaging: Focus on immediate value
                                • Figure 7: Comcast Xfinity WiFi customer onboarding email, April 2015-August 2015
                                • Figure 8: Comcast Xfinity WiFi customer onboarding email, April 2014-April 2014
                            • What’s Struggling?

                              • What are the least used app categories?
                                • Figure 9: Types of mobile apps used the least in the last 30 days, October 2014-June 2015
                            • What’s Next?

                              • More deeply integrated software ecosystems to come
                              • The Consumer – What You Need to Know

                                • iOS catches up to Android
                                  • Social influence is critical for paid apps
                                    • Mobile deeply integrated into Millennials’ digital life
                                      • Too many apps?
                                        • Apps struggling to maintain interest among young women
                                        • Consumers’ Primary Mobile Device Operating Systems

                                          • Smartphone operating systems
                                            • Did iPhone 6 shorten the gap between iOS and Android?
                                              • Figure 10: Operating system of primary smartphone, December 2014-August 2015
                                            • Younger consumers split between iOS and Android
                                                • Figure 11: Operating system of primary smartphone, by gender and age, August 2015
                                              • Blacks favor Android, iOS makes gains among Hispanic consumers
                                                  • Figure 12: Operating system of primary smartphone, by race and hispanic origin, August 2015
                                                • Tablet operating systems
                                                  • Greater variety in tablet operating systems
                                                      • Figure 13: Operating system of primary tablet, August 2015
                                                    • Middle-income households the most split between operating systems
                                                        • Figure 14: Operating system of primary tablet, by household income, August 2015
                                                      • Black consumers strongly favor Android
                                                          • Figure 15: Operating system of primary tablet, by household income, August 2015
                                                      • Types of Smartphone and Tablet Apps Used

                                                        • Engaging older consumers in mobile technology
                                                          • Figure 16: Top five mobile app categories used in the last 30 days, by gender and age, October 2014-June 2015
                                                        • Types of smartphone apps used
                                                          • Figure 17: Types of apps used on a smartphone, October 2014-June 2015
                                                        • Smartphone entertainment and media apps have a strong audience among Hispanics
                                                          • Figure 18: Types of apps used on a smartphone, by Hispanic origin, October 2014-June 2015
                                                        • Types of tablet apps used
                                                          • Figure 19: Types of apps used on a tablet, October 2014-June 2015
                                                        • Usage for most categories declines with age
                                                          • Figure 20: Apps used on a tablet in the last 30 days, by age, October 2014-June 2015
                                                      • Number of Apps and Premium Features Downloaded

                                                        • Smartphone apps
                                                          • Overview of smartphone app downloading habits
                                                            • Figure 21: Smartphone app downloading habits, August 2015
                                                          • Most consumers do not download more than four apps per month
                                                            • Figure 22: Number of apps downloaded on a smartphone, by gender and age, August 2015
                                                          • Men aged 25-34: avid paid app downloaders
                                                            • Figure 23: Number of paid apps downloaded on a smartphone, by gender and age, August 2015
                                                          • Tablet apps
                                                            • Overview of tablet app downloading habits
                                                              • Figure 24: Number of apps downloaded on tablets, August 2015
                                                            • Urban consumers downloading more paid tablet apps
                                                              • Figure 25: Number of paid apps downloaded on tablets, by type of living area, August 2015
                                                            • The role of tablets and apps in Hispanics’ lives
                                                              • Figure 26: Paid apps downloaded on tablets, by Hispanic origin, August 2015
                                                          • Mobile App Discovery Habits

                                                            • Older consumers need hands-on experience with mobile apps
                                                              • Figure 27: Mobile app discovery, by age, August 2015
                                                            • Tendency to value practicality trends upward with age, income
                                                              • Figure 28: Mobile app discovery, by age and household income, August 2015
                                                            • Social influence is critical for paid apps
                                                                • Figure 29: Mobile app discovery, number of apps downloaded on a tablet August 2015
                                                              • Women hesitant to pay for apps
                                                                • Figure 30: Mobile app discovery, number of apps downloaded on a tablet August 2015
                                                            • Consumer Frustrations with Mobile Apps

                                                              • Consumers annoyed by too many notifications
                                                                  • Figure 31: Mobile app frustrations, August 2015
                                                                • Mobile apps struggling to maintain interest among young women
                                                                    • Figure 32: Mobile app frustrations, by gender and age, August 2015
                                                                  • Black consumers less likely to be frustrated with the mobile app experience
                                                                      • Figure 33: Mobile app frustrations, by race gender and age, August 2015
                                                                  • Role of Mobile Apps in Consumers’ Lives

                                                                    • An overview of consumers’ mobile app usage
                                                                        • Figure 34: Mobile app usage, August 2015
                                                                      • Millennials and connected entertainment experiences
                                                                          • Figure 35: Mobile app usage, by age, August 2015
                                                                        • Consumers want more from their tablet apps
                                                                            • Figure 36: Mobile app usage, August 2015
                                                                          • Hispanics a key audience for enhanced tablet apps
                                                                            • Figure 37: Mobile app usage, by Hispanic origin, August 2015
                                                                        • Consumers Opinions Regarding Mobile Apps

                                                                          • Consumers interested in convenience, cautious about intrusiveness
                                                                              • Figure 38: Opinions regarding mobile apps – Any agree, by age, August 2015
                                                                            • Households with more children value apps for convenience
                                                                              • Figure 39: Opinions regarding mobile apps – Any agree, by presence of children, August 2015
                                                                            • Consumer interest in branded mobile apps
                                                                                • Figure 40: Opinions regarding mobile apps – Any agree, by gender and age, August 2015
                                                                            • Appendix: Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Consumer survey data
                                                                                  • Consumer qualitative research
                                                                                    • Direct marketing creative
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms
                                                                                          • Appendix – Consumer

                                                                                            • Cell phone brands owned – Fall 2014
                                                                                              • Figure 41: Brand of cell phones owned, by demographics, April 2014-December 2014
                                                                                            • Cell phone brands owned – Spring 2015
                                                                                              • Figure 42: Brand of cell phone owned, by demographics, October 2014-June 2015
                                                                                            • Types of smartphone or tablet apps used
                                                                                              • Figure 43: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (Part 1)
                                                                                              • Figure 44: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 2)
                                                                                              • Figure 45: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 3)
                                                                                              • Figure 46: Types of mobile apps used on either a smartphone or a tablet, by demographics, October 2014-June 2015 (part 4)
                                                                                            • Smartphone apps used
                                                                                              • Figure 47: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 1)
                                                                                              • Figure 48: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 2)
                                                                                              • Figure 49: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 3)
                                                                                              • Figure 50: Types of apps used on a smartphone, by demographics, October 2014-June 2015 (part 4)
                                                                                            • Tablet apps used
                                                                                              • Figure 51: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 1)
                                                                                              • Figure 52: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 2)
                                                                                              • Figure 53: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
                                                                                              • Figure 54: Types of apps used on a tablet, by demographics, October 2014-June 2015 (part 3)
                                                                                            • Websites visited daily
                                                                                              • Figure 55: Websites visited daily, August 2015 (part 1)
                                                                                              • Figure 56: Websites visited daily, August 2015 (part 2)

                                                                                          Companies Covered

                                                                                          • Experian
                                                                                          • Walmart Stores (USA)

                                                                                          Mobile Apps - US - October 2015

                                                                                          £3,174.67 (Excl.Tax)