Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Mobile Apps - US - October 2016

"Mobile app use is ever-present, with most consumers using apps daily or often several times day. Apps allow brands from all industries to provide consumers with tools to make their lives more convenient or simply as a way to stay informed and entertained. Advertisers have a challenge influencing mobile app users, as word of mouth and recommendations remain the primary drivers of influence. Demographics play a key role in how consumers discover and use mobile apps and what features they are looking for."
- Alison Lipson, Category Manager - Retail & Apparel

This report discusses the following key topics:

  • Convenience and communication are primary roles for apps 
  • App usage is a daily ritual 
  • Advertisements struggle to gain influence

For the purposes of this Report, Mintel has used the following definitions:

Mobile apps include any programs that can be downloaded to a mobile device or that come preprogramed on phones or tablets, but not mobile websites accessed via a browser. For example, using the YouTube app that was downloaded from an app store would be considered using a mobile app, but accessing YouTube from the mobile Safari or Chrome browsers is not considered using the YouTube app.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Convenience and communication are primary roles for apps
            • Figure 1: Primary role of apps, July 2016
          • App usage is a daily ritual
            • Figure 2: Time spent using mobile apps, July 2016
          • Advertisements struggle to gain influence
            • Figure 3: App discovery resources, July 2016
          • The opportunities
            • Referrals most powerful for women, men browsing app stores
              • Figure 4: App download inspirations, by gender and age, July 2016
            • Millennials active audience for mobile apps
              • Figure 5: Mobile app usage habits, by generation, July 2016
            • iGen, seeking entertainment and connectivity, desire fast speeds
              • Figure 6: Mobile tech usage, by generation, July 2016
            • What it means
            • The Market – What You Need to Know

              • Free apps with in-app purchase winning business model
                • Phone and tablet sales plateau
                  • Large screens become more popular
                  • Market Perspective

                    • Dominant trend moves to free apps with option to purchase
                      • In their words
                      • Market Factors

                        • Mobile phone sales plateau
                          • Figure 7: Total US volume sales and fan chart forecast for mobile phones, 2010-20
                        • Tablet sales slow under similar trends
                          • Figure 8: Total US sales of tablets, at current prices, 2010-15
                        • Larger screens gaining share
                          • Figure 9: Screen size of most recently acquired tablet, by year of acquisition, August 2015
                      • Key Players – What You Need to Know

                        • Overcast app makes consumers lives more convenient
                          • Ads for mobile apps fall flat
                            • Augmented reality already next big thing
                            • What’s Working?

                              • Apps need to provide useful value to stand out
                                • Figure 10: Primary role of apps, July 2016
                            • What’s Struggling?

                              • Advertisements struggle to gain influence
                                • Figure 11: App discovery resources, July 2016
                            • What’s Next?

                              • Augmented reality poised to disrupt market
                                • Figure 12: Pokémon app, October 2016
                            • The Consumer – What You Need to Know

                              • iOS catches up to Android
                                • App usage become daily ritual
                                  • Consumers use apps for convenience and communication
                                    • Tech challenge non-issue for consumers
                                      • Advertisements fall flat
                                        • Millennials active audience for mobile apps
                                        • Operating Systems Used

                                          • iOS catches up to Android
                                            • Figure 13: Operating system used, December 2014 AND July 2016
                                          • iOS use tilts toward women
                                            • Figure 14: Operating system used, by gender and age, July 2016
                                          • Higher-income consumers skew toward iOS
                                            • Figure 15: Operating system used, by household income, July 2016
                                          • Microsoft builds at niche among “two in one” users
                                            • Figure 16: Operating system used, by devices personally owned, July 2016
                                          • Blacks favor Android, iOS makes gains among Hispanics
                                            • Figure 17: Operating system used, by race/Hispanic origin, July 2016
                                        • Time Spent Using Mobile Apps

                                          • Three quarters of consumers using mobile apps daily
                                            • Figure 18: Time spent using mobile apps, July 2016
                                          • 95% of iGen adults use apps daily
                                            • Figure 19: Time spent using mobile apps, by generation, July 2016
                                          • Parents more likely to use mobile apps daily
                                            • Figure 20: Time spent using mobile apps, by parental status, July 2016
                                          • Hispanics more likely to use apps daily
                                            • Figure 21: Time spent using mobile apps, by race/Hispanic origin, July 2016
                                        • Primary Role of Apps

                                          • Convenience and communication primary role of apps
                                            • Figure 22: Primary role of apps, July 2016
                                          • Convenience can engage older consumers
                                            • Figure 23: Primary role of apps, by age, July 2016
                                          • Married users want way to stay in touch with family and friends
                                            • Figure 24: Primary role of apps, by marital status, July 2016
                                          • Black and Hispanic consumers using apps to connect to friends and family
                                            • Figure 25: Primary role of apps, by race/Hispanic origin, July 2016
                                          • In their words
                                          • Mobile Tech Knowledge

                                            • Tech challenges not an issue for consumers
                                              • Figure 26: Mobile tech knowledge, July 2016
                                            • Men more likely to thoroughly understand devices
                                              • Figure 27: Mobile tech knowledge, by gender, July 2016
                                            • Younger consumers possess intimate knowledge of devices
                                              • Figure 28: Mobile tech knowledge, by generation, July 2016
                                          • Mobile Tech Usage

                                            • Opportunity for developers to address small challenges
                                              • Figure 29: Mobile tech usage, July 2016
                                            • Men want productivity, women seek connectivity
                                              • Figure 30: Mobile tech usage, by gender, July 2016
                                            • iGen seek entertainment and connectivity, desire fast speeds
                                              • Figure 31: Mobile tech usage, by generation, July 2016
                                            • Parents rely on smartphone/tablet to go online
                                              • Figure 32: Mobile tech usage, by parental status, July 2016
                                            • Hispanics use apps for productivity
                                              • Figure 33: Mobile tech usage, by race/Hispanic origin, July 2016
                                            • In their words
                                            • App Discovery Resources

                                              • Ads struggle to gain influence
                                                • Figure 34: App discovery resources, July 2016
                                              • Women frustrated with discovery process, rely on recommendations
                                                • Figure 35: App discovery resources, by gender, July 2016
                                              • Millennials find many ways to discover apps
                                                • Figure 36: App discovery resources, by generation, July 2016
                                              • Magazine reviews effective on more affluent
                                                • Figure 37: App discovery resources, by household income, July 2016
                                              • Hispanics influenced by social media
                                                • Figure 38: App discovery resources, by race/Hispanic origin, July 2016
                                              • In their words
                                              • App Download Inspirations

                                                • Word of mouth drives app downloads
                                                  • Figure 39: App download inspirations, July 2016
                                                • Referrals most powerful for women, men browsing app stores
                                                  • Figure 40: App download inspirations, by gender and age, July 2016
                                                • “Two in one” device owners most loyal
                                                  • Figure 41: App download inspirations, by device owned, July 2016
                                                • Ads more effective for Blacks, Hispanics
                                                  • Figure 42: App download inspirations, by race/Hispanic origin, July 2016
                                                • In their words
                                                • Mobile App Usage Habits

                                                  • Small inconveniences offer room for improvement
                                                      • Figure 43: Mobile app usage habits, July 2016
                                                    • Men finding app usage advantageous
                                                      • Figure 44: Mobile app usage habits, by gender, July 2016
                                                    • Youngest generation surprisingly most discouraged by app limitations
                                                      • Figure 45: Mobile app usage habits, by generation, July 2016
                                                    • Millennials remain prime audience for mobile apps
                                                      • Figure 46: Mobile app usage habits, by generation, July 2016
                                                    • Hispanics seek apps to connect in person
                                                      • Figure 47: Mobile app usage habits, by race/Hispanic origin, July 2016
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Abbreviations

                                                            Mobile Apps - US - October 2016

                                                            US $3,995.00 (Excl.Tax)