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Mobile Apps - US - September 2013

“The high app engagement level of Millennials makes them a lucrative target and companies targeting the demographic should consider their particular interests. This generation is more willing to pay for apps, and while ad revenue is still a major part of generating income for developers they must ensure their ads are not intrusive. Personalizing ad content and offerings to the app user can be effective and if it is related to their interests it makes the ad inherently less invasive.”

– Ika Erwina, Retail and Technology Analyst

This report addresses the following areas:

  • Benefiting from understanding the needs of Millennials
  • The role of apps in companies’ and brands’ wider marketing and promotion strategies
  • Apps as a platform for micro-targeted mobile advertising

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data: adults
            • Consumer survey data: teens
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market drivers
                        • Smartphone, tablet ownership correlates with age and income
                          • Most teens own a cell phone
                            • Minorities more likely than whites to own smartphones and tablets
                              • App downloads and usage
                                • Downloads for free apps far exceed downloads for paid apps
                                  • Most mobile OS owners use an app multiple times per day
                                    • Millennials, women likely to use apps for leisure, fashion, and eating out
                                      • Figure 1: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by gender and age, June 2013
                                    • Entertainment-based children's apps likely appeal to women
                                      • Millennials, men, more open to apps that help find entertainment
                                        • Figure 2: Attitudes toward mobile app downloads for live entertainment and content of TV program, by gender and age, June 2013
                                      • Interest in and finding new apps
                                        • More people trying new apps
                                          • App stores play a major part in downloading
                                            • Figure 3: Attitudes toward app stores, by age, June 2013
                                          • Focus on Millennials
                                            • Millennials and men more open to purchasing apps
                                              • Figure 4: Attitudes toward mobile app downloading and buying, by gender and age, June 2013
                                            • Millennials a good place to start when increasing app awareness
                                              • Figure 5: Social influence of mobile apps, by age, June 2013
                                            • Social networking, music, and gaming apps most frequently used daily among teens
                                              • Figure 6: Frequency in app usage, by categories, June 2013 (part 1)
                                              • Figure 7: Frequency in app usage, by categories, June 2013 (part 2)
                                            • What we think
                                            • Issues and Insights

                                                • Benefiting from understanding the needs of Millennials
                                                  • The issues
                                                    • The implications
                                                      • The role of apps in companies’ and brands’ wider marketing and promotion strategies
                                                        • The issues
                                                          • The implications
                                                            • Apps as a platform for micro-targeted mobile advertising
                                                              • The issues
                                                                • The implications
                                                                • Trend Applications

                                                                    • Inspire Trend: Why Buy
                                                                      • Inspire Trend: Transumers
                                                                        • Mintel Futures: Access Anything, Anywhere
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Adults’ smartphone and tablet ownership
                                                                              • Smartphone and tablet ownership strongly associated with age
                                                                                • Figure 8: Smartphone and tablet ownership, by age, June 2013
                                                                                • Figure 9: Smartphone and tablet ownership, by gender, June 2013
                                                                              • Smartphone and tablet ownership increases with income
                                                                                • Figure 10: Smartphone and tablet ownership, by household income, June 2013
                                                                              • Smartphones and tablet owners overindex among non-whites
                                                                                • Figure 11: Smartphone and tablet ownership, by race/Hispanic origin, June 2013
                                                                              • Mobile device ownership higher in households with children
                                                                                • Figure 12: Smartphone and tablet ownership, by presence of children in household, June 2013
                                                                              • Teens cell phone ownership
                                                                                • Figure 13: Teens cell phone ownership, by gender and age, June 2013
                                                                              • Minority’s disposable income may lead to awareness in mobile apps
                                                                                • Figure 14: Population, by race/Hispanic origin, 2008-18
                                                                              • App compatibility with new computer OS and the potential move to mobile computing
                                                                              • Themes and Innovations

                                                                                  • Time limits and real-time
                                                                                    • Memory tools
                                                                                      • Crowd-sourced content
                                                                                        • Biofeedback
                                                                                          • Voice interface
                                                                                            • Beyond the pre-installed
                                                                                              • Bring it to me, or me to it
                                                                                              • Case Studies in App Marketing

                                                                                                • Key points
                                                                                                  • Retail apps
                                                                                                    • Walgreens gets mobile with prescription refills
                                                                                                      • Figure 15: Walgreens television ad, “First timers,” January 2013
                                                                                                    • Nordstrom leverages app as a discovery process and mobile shopping tool
                                                                                                      • Figure 16: Nordstrom’s apps online ad, July 2013
                                                                                                    • Safeway digitizes coupons and deals
                                                                                                      • Home Depot app aims to educate DIYers
                                                                                                        • Hallmark Go Cards app creates custom cards
                                                                                                          • Figure 17: Hallmark television ad, “Hallmark Go Cards app for iPhone,” February 2013
                                                                                                        • Huggies appeal to parents for an educational/training app
                                                                                                          • Figure 18: Pull-Ups Big Kid app television ad, “First Flush,” January 2013
                                                                                                        • Finance apps
                                                                                                          • Chase highlights convenience and instant access to online banking
                                                                                                            • Figure 19: Chase’s mobile app television ad, “Sister’s Helper,” March 2013
                                                                                                          • Chase assists in mortgages and home buying
                                                                                                            • Figure 20: Chase’s mobile app television ad, “New Home App,” March 2013
                                                                                                          • Auto and insurance apps
                                                                                                            • GEICO’s roadside emergency extras on insurance company apps
                                                                                                              • Figure 21: GEICO television ad, “All Alone,” January 2013
                                                                                                            • MyChevrolet as an added feature to buying a Chevy
                                                                                                              • Figure 22: MyChevrolet app television ad, “Parking Reminder,” March 2013
                                                                                                          • App Downloads and Deletions

                                                                                                            • Key points
                                                                                                              • Free app downloads and deletions far exceed paid downloaded apps
                                                                                                                • Figure 23: Average number of (free vs. paid) apps downloads and deletions in the past month, June 2013
                                                                                                              • Heavy users averaging five free and one paid download per month
                                                                                                                • Figure 24: Average number of (free vs. paid) apps downloads and deletions in the past month, by level of app user, June 2013
                                                                                                              • Millennials keen users to download an app for free, but also willing payers
                                                                                                                • Figure 25: Average number of (free vs. paid) apps downloads and deletions in the past month, by age, June 2013
                                                                                                              • Men eager free app downloaders and removers
                                                                                                                • Figure 26: Average number of (free vs. paid) apps downloads and deletions in the past month, by gender, June 2013
                                                                                                              • Income not a factor in paid app downloads
                                                                                                                • Figure 27: Average number of (free vs. paid) apps downloads and deletions in the past month, by household income, June 2013
                                                                                                            • App Usage and Frequency

                                                                                                              • Key points
                                                                                                                • Cell phone app usage
                                                                                                                  • Downloading app features on a cell phone the second-fastest growth after touchscreen
                                                                                                                    • Figure 28: Additional services or features included on a cell phone, February 2007-March 2013
                                                                                                                  • Mobile apps usage on a cell phone grows faster than text messaging or web browsing
                                                                                                                    • Figure 29: Incidence a cell phone’ features used in the last 30 days, February 2007-March 2013
                                                                                                                  • Greater incidence of app downloads by younger age groups and higher income groups
                                                                                                                    • Figure 30: Ability to download apps and incidence of downloading apps in the last 30 days, by age, January 2012-March 2013
                                                                                                                    • Figure 31: Ability to download apps and incidence of downloading apps in the last 30 days, by household income, January 2012-March 2013
                                                                                                                  • Frequency of phone and tablet apps usage
                                                                                                                    • Three in five mobile OS owners use an app multiple times a day
                                                                                                                      • Figure 32: Frequency of app usage on a mobile OS, June 2013
                                                                                                                    • Some 40-50% of 45+ year olds use apps multiple times a day
                                                                                                                      • Figure 33: Frequency of app usage on a mobile OS, by age, June 2013
                                                                                                                    • Heavy app usage skews to higher incomes
                                                                                                                      • Figure 34: Frequency of app usage on a mobile OS, by household income, June 2013
                                                                                                                  • Reasons for Downloading New Apps

                                                                                                                    • Key points
                                                                                                                      • Millennials and women tend to use apps for leisure, ideas, and eating out
                                                                                                                        • Figure 35: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by gender and age, June 2013
                                                                                                                        • Figure 36: Attitudes toward mobile apps for leisure activities, restaurant/bar finding, and ideas/inspiration, by app downloading and deleting, June 2013
                                                                                                                      • Entertainment-based apps for children likely to appeal to young parents, especially moms
                                                                                                                        • Figure 37: Incidence of downloading an app for children’s entertainment, by gender and age, June 2013
                                                                                                                        • Figure 38: Incidence of downloading a paid or free app or deleting an app for children’s entertainment, June 2013
                                                                                                                      • Men more likely to seek apps that help find live and TV entertainment
                                                                                                                        • Figure 39: Attitudes toward mobile app usage for finding live entertainment and TV related content, by gender and age, June 2013
                                                                                                                        • Figure 40: Attitudes toward mobile app usage for finding live entertainment and TV related content, by app downloading and deleting, June 2013
                                                                                                                    • Trying New Apps

                                                                                                                      • Key points
                                                                                                                        • One third often sample new apps and likely to continue rising
                                                                                                                          • Figure 41: Incidence of often trying new apps, by age and household income, June 2013
                                                                                                                          • Figure 42: Incidence of often trying new, by app downloading and deleting, June 2013
                                                                                                                        • App store browsing an important factor in app downloading
                                                                                                                          • Figure 43: Attitudes toward app stores, by age, June 2013
                                                                                                                        • Younger demographic and men more open to purchasing apps
                                                                                                                          • Figure 44: Attitudes toward mobile app downloading and buying, by gender and age, June 2013
                                                                                                                      • Attitudes toward Mobile App Advertising

                                                                                                                        • Key points
                                                                                                                          • App users are accustomed to ads, yet averse to ads in paid apps
                                                                                                                            • Opportunities for Millennials: personalized ads to Make It Mine
                                                                                                                              • Figure 45: Attitudes toward ads on mobile apps, by age, June 2013
                                                                                                                              • Figure 46: Incidence of purchasing based on mobile apps advertising, by age, June 2013
                                                                                                                          • Social Influence on Apps

                                                                                                                            • Key points
                                                                                                                              • Peer influence essential in gaining app users’ attention
                                                                                                                                • Figure 47: Social influence around mobile apps, by app downloading and deleting, June 2013
                                                                                                                              • Efforts to increase awareness of mobile apps must start with Millennials
                                                                                                                                • Figure 48: Social influence around mobile apps, by age, June 2013
                                                                                                                            • App Usage – Smartphone vs. Tablet

                                                                                                                              • Key points
                                                                                                                                • Tablet owners more engaged with apps
                                                                                                                                  • Figure 49: Frequency of app usage on smartphone vs. tablet, June 2013
                                                                                                                                • Opportunities in smartphone apps
                                                                                                                                  • Opportunities in tablets apps
                                                                                                                                  • Mom, Dads, and the Presence of Children

                                                                                                                                    • Key points
                                                                                                                                      • Opportunities among Moms and Dads
                                                                                                                                        • Figure 50: Frequency of app usage, by parental status, June 2013
                                                                                                                                      • Opportunities in households with children
                                                                                                                                        • Opportunities in households without children
                                                                                                                                          • Figure 51: Frequency of app usage, by presence of children in household, June 2013
                                                                                                                                      • Teens and Mobile Apps

                                                                                                                                        • Key points
                                                                                                                                          • Teens cell phone mobile app usage skew higher to girls and older teens
                                                                                                                                            • Figure 52: Teens’ app usage on cell phone, by gender and age, June 2013
                                                                                                                                          • Teens with weekly spend more than $11 tend to reflect higher app usage
                                                                                                                                            • Figure 53: Teens’ app usage on cell phone, by weekly allowance and weekly spend, June 2013
                                                                                                                                          • Frequency in app usage by categories
                                                                                                                                            • Social networking, music-related, and gaming apps most popular daily usage
                                                                                                                                              • Figure 54: Frequency of app usage, by categories, June 2013 (part 1)
                                                                                                                                              • Figure 55: Frequency of app usage, by categories, June 2013 (part 2)
                                                                                                                                            • Social networking apps
                                                                                                                                              • Figure 56: Frequency of social networking app usage by teens, by gender and age, June 2013
                                                                                                                                            • Music-related apps
                                                                                                                                              • Figure 57: Frequency of music-related app usage by teens, by gender and age, June 2013
                                                                                                                                            • Game apps
                                                                                                                                              • Figure 58: Frequency of game app usage by teens, by gender and age, June 2013
                                                                                                                                            • Communication apps
                                                                                                                                              • Figure 59: Frequency of communication app usage by teens, by gender and age, June 2013
                                                                                                                                            • Information apps
                                                                                                                                              • Figure 60: Frequency of information app usage by teens, by gender and age, June 2013
                                                                                                                                            • Shopping apps
                                                                                                                                              • Figure 61: Frequency of shopping app usage by teens, by gender and age, June 2013
                                                                                                                                            • Educational apps
                                                                                                                                              • Figure 62: Frequency of educational app usage by teens, by gender and age, June 2013
                                                                                                                                            • Health/fitness apps
                                                                                                                                              • Figure 63: Frequency of health/fitness app usage by teens, by gender and age, June 2013
                                                                                                                                            • Teens’ attitudes toward mobile app usage and downloading
                                                                                                                                              • Figure 64: Teens’ attitudes toward mobile app usage, by gender and age, June 2013
                                                                                                                                              • Figure 65: Teens’ attitudes toward mobile app downloading, by gender and age, June 2013
                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Hispanics are avid app downloaders; blacks receptive to free apps
                                                                                                                                                • Figure 66: Attitudes toward mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 67: Number of free and paid app downloads and deletions for smartphones/tablets in the past month, by race/Hispanic origin, June 2013
                                                                                                                                              • Apps for children’s and live entertainment well received by Hispanics
                                                                                                                                                • Figure 68: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
                                                                                                                                              • Hispanics and blacks open to mobile ads
                                                                                                                                                • Figure 69: Attitudes to mobile app downloading/buying and advertising, by race/Hispanic origin, June 2013
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • App downloads and deletions
                                                                                                                                                • Figure 70: Free app downloads on mobile OS in the past month, by gender, June 2013
                                                                                                                                                • Figure 71: Free app downloads on mobile OS in the past month, by age, June 2013
                                                                                                                                                • Figure 72: Free app downloads on mobile OS in the past month, by household income, June 2013
                                                                                                                                                • Figure 73: Paid app downloads on mobile OS in the past month, by gender, June 2013
                                                                                                                                                • Figure 74: Paid app downloads on mobile OS in the past month, by age, June 2013
                                                                                                                                                • Figure 75: Paid app downloads on mobile OS in the past month, by household income, June 2013
                                                                                                                                                • Figure 76: App deletions from mobile OS in the past month, by gender, June 2013
                                                                                                                                                • Figure 77: App deletions from mobile OS in the past month, by age, June 2013
                                                                                                                                                • Figure 78: App deletions from mobile OS in the past month, by household income, June 2013
                                                                                                                                              • Frequency of phone and tablet app usage
                                                                                                                                                • Figure 79: Frequency of app usage on a mobile OS, by types of OS, June 2013
                                                                                                                                                • Figure 80: Frequency of app usage on a mobile OS, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 81: Frequency of app usage on a smartphone, by age, June 2013
                                                                                                                                                • Figure 82: Frequency of app usage on a smartphone, by household income, June 2013
                                                                                                                                                • Figure 83: Frequency of app usage on a smartphone, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 84: Frequency of app usage on a smartphone, by single, June 2013
                                                                                                                                                • Figure 85: Frequency of app usage on a tablet, by age, June 2013
                                                                                                                                                • Figure 86: Frequency of app usage on a tablet, by household income, June 2013
                                                                                                                                                • Figure 87: Frequency of app usage on a tablet, by race/Hispanic origin, June 2013
                                                                                                                                              • Attitudes toward mobile app downloading, buying, and advertising
                                                                                                                                                • Figure 88: Attitudes toward mobile app downloading, buying, and advertising, by age, June 2013
                                                                                                                                                • Figure 89: Attitudes toward mobile app downloading, buying, and advertising, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 90: Attitudes toward mobile app downloading, buying and advertising, by frequency of app usage on a smartphone, June 2013
                                                                                                                                                • Figure 91: Attitudes toward mobile app downloading, buying and advertising, by frequency of app usage on a tablet, June 2013
                                                                                                                                              • Attitudes toward mobile apps usage
                                                                                                                                                • Figure 92: Attitudes toward mobile apps usage, by age, June 2013
                                                                                                                                                • Figure 93: Attitudes toward mobile apps usage, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 94: Attitudes toward mobile apps usage, by frequency of app usage on a smartphone, June 2013
                                                                                                                                                • Figure 95: Attitudes toward mobile apps usage, by frequency of app usage on a tablet, June 2013
                                                                                                                                                • Figure 96: Attitudes toward mobile apps usage, by app downloads and deletions, June 2013
                                                                                                                                              • Social influence on apps
                                                                                                                                                • Figure 97: Social influence around mobile apps, by age, June 2013
                                                                                                                                                • Figure 98: Social influence around mobile apps, by race/Hispanic origin, June 2013
                                                                                                                                                • Figure 99: Social influence around mobile apps, by frequency of app usage on a smartphone, June 2013
                                                                                                                                                • Figure 100: Social influence around mobile apps, by tablet, June 2013
                                                                                                                                                • Figure 101: Social influence of mobile apps, by app downloads and deletions, June 2013
                                                                                                                                              • Presence of children and mobile apps
                                                                                                                                                • Figure 102: Frequency of app usage, by presence of children in household, June 2013
                                                                                                                                                • Figure 103: Number of (free vs. paid) apps downloaded and deleted in the past month, by presence of children in household, June 2013
                                                                                                                                                • Figure 104: Attitudes toward mobile app downloading and buying, by presence of children in household, June 2013
                                                                                                                                                • Figure 105: Attitudes toward mobile app advertising, by presence of children in household, June 2013
                                                                                                                                                • Figure 106: Attitudes toward mobile app usage, by presence of children in household, June 2013
                                                                                                                                                • Figure 107: Social influence on mobile apps, by presence of children in household, June 2013
                                                                                                                                              • Moms, dads, and mobile apps
                                                                                                                                                • Figure 108: Smartphone and tablet ownership, by parental status, June 2013
                                                                                                                                                • Figure 109: Frequency of app usage, smartphones vs. tablets, by parental status, June 2013
                                                                                                                                                • Figure 110: Number of (free vs. paid) apps downloaded and deleted in the past month, by parental status, June 2013
                                                                                                                                                • Figure 111: Attitudes toward mobile app downloading and buying, by parental status, June 2013
                                                                                                                                                • Figure 112: Attitudes toward mobile app advertising, by parental status, June 2013
                                                                                                                                                • Figure 113: Attitudes toward mobile app usage, by parental status, June 2013
                                                                                                                                                • Figure 114: Social influence on mobile apps, by parental status, June 2013
                                                                                                                                              • Parents with children (by age) living in household
                                                                                                                                                • Figure 115: Frequency of app usage on a mobile OS, by parents with children by age, June 2013
                                                                                                                                                • Figure 116: Average number of (free vs. paid) downloaded and deleted in the past month, by parents with children by age, June 2013
                                                                                                                                                • Figure 117: Average number of (free vs. paid) downloaded and deleted in the past month, by number of children in household, June 2013
                                                                                                                                                • Figure 118: Attitudes toward mobile app usage, by parents with children by age, June 2013
                                                                                                                                                • Figure 119: Social influence on mobile apps, by parents with children by age, June 2013
                                                                                                                                                • Figure 120: Attitudes toward mobile apps usage, by parents with children and age, June 2013
                                                                                                                                              • Teens
                                                                                                                                                • Teens’ cell phone ownership
                                                                                                                                                  • Figure 121: Teens cell phone ownership, by weekly allowance, June 2013
                                                                                                                                                  • Figure 122: Teens cell phone ownership, by weekly spend, June 2013
                                                                                                                                                • Teens’ cell phone app usage
                                                                                                                                                  • Figure 123: Teens’ app usage on cell phone, by gender, June 2013
                                                                                                                                                  • Figure 124: Teens’ app usage on cell phone, by age, June 2013
                                                                                                                                                  • Figure 125: Teens' app usage on cell phone, by weekly allowance, June 2013
                                                                                                                                                  • Figure 126: Teens' app usage on cell phone, by weekly spend, June 2013
                                                                                                                                                • Teens incidence of app categories used
                                                                                                                                                  • Figure 127: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 1)
                                                                                                                                                  • Figure 128: Frequency of app usage on mobile phone by teens, by category, June 2013 (part 2)
                                                                                                                                                • Teens’ attitudes toward mobile apps
                                                                                                                                                  • Figure 129: Teens’ attitudes toward mobile apps, by gender, June 2013
                                                                                                                                                  • Figure 130: Teens’ attitudes toward mobile apps, by age, June 2013
                                                                                                                                                  • Figure 131: Teens’ attitudes toward mobile apps, by cell phone ownership, June 2013
                                                                                                                                                  • Figure 132: Teens' attitudes toward mobile apps, by mobile app cell phone usage, June 2013
                                                                                                                                                  • Figure 133: Teens' attitudes toward mobile apps, by frequent usage of apps, June 2013
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                Mobile Apps - US - September 2013

                                                                                                                                                £3,199.84 (Excl.Tax)