Research: The Life and Death of Apps

June 7, 2011 -

MTV Networks released the results from its "Love 'Em or Leave 'Em: Adoption, Abandonment and the App-Addled Consumer" study, which examines the life cycle of apps, from how consumers find them, and why people keep them or delete them. Culled from responses to a survey of more than 1,300 mobile app users, MTVN uncovered some interesting statistics related to the global app market.

Around 91 percent said apps expose them to new things; 87 percent said apps let them have fun no matter where they are or what they're doing; 77 percent said apps serve as personal assistants; 75 percent claim that apps give them time to relax; 73 say that apps allow time to connect and interact with family and friends; and 70 percent said apps make the rest of life better.

When asked what they would rather give up instead of their favorite app, 69 percent of men said their favorite news source, while 68 percent said coffee. Around 68 percent of women said they would rather go a year without soda and 63 percent would give up their favorite reality show.

On how consumers discover apps, 53 percent said that personal recommendations were important in deciding which apps to download, while 52 percent relied on user reviews and 42 percent said seeing a friend use a particular app was a critical component. Additionally, 47 percent discovered apps via app stores from Apple and Android. For free apps, a higher number of positive ratings drives most consumers (50 percent) to download. The second most-important factor (43 percent) is personal recommendations. For paid apps, price (63 percent) is very important, followed by whether there is a free or lite preview version of the app (49 percent).

TV and movie apps can have a shelf life of just a few weeks (38 percent are deleted in the first three weeks after download), but two-thirds of them (66 percent) are checked at least once a day. When users find an entertainment app that they love two-thirds check their favorite TV or Movie app at least once a day, with nearly half (44 percent) checking it several times a day. And for each time it's open, 45 percent spend more than 10 minutes with their favorite TV or Movie app. For gaming apps, the grace period is a little longer. Fewer than 20 percent of gaming apps are deleted in the first three weeks of ownership. Nearly half (49 percent) of gaming app users check their apps at least several times a day.

While the early stages of the app life cycle are often based on recommendations, the final stages are more personal - claims MTVN. Only 37 percent of entertainment apps and 39 of gaming apps continue to be used because friends use the same apps. For TV and movie apps, ease of use (79 percent) and new content (55 percent) are the biggest reasons consumers will use an app for the long term. Better alternatives (55 percent) and lack of new content (42 percent) will drive a consumer to delete an app.

Gamers look for apps that are challenging (75 percent) and easy to use (73 percent). With gaming apps, more than three-fourths (77 percent) of consumers say they'll delete an app simply after they lose interest. Three-fourths (75 percent) of consumers said it's very important that an app is "entertaining or fun to use," while 62 percent said it's very important that an app "feels good" in terms of its touch screen feel. Finally, half of participants said it's very important that an app "constantly has new things for me to see, read or do." More than eight in 10 (83 percent) said they are "often surprised at how useful an app can become even if I don't initially think this is something I need."

Posted in

 
Forgot your password?
Username :
Password :

Poll

Will the New Nintendo 3DS be region free?:

Shout box

You're not permitted to post shouts.
Matthew WilsonI should say the recent past.09/02/2014 - 6:58pm
Matthew Wilsongiven their past, I do not blame people for thinking they will not change. I think they will keep region locking too.09/02/2014 - 6:48pm
E. Zachary KnightMan. People have no confidence in Nintendo regarding region locking the New 3DS.09/02/2014 - 6:20pm
Andrew EisenThat doesn't mean there has to be a movie though. Having said that, I've no doubt that we will eventually get a Black Panther movie. But Stan Lee will probably learn about it around the same time you and I do.09/02/2014 - 2:34pm
MaskedPixelanteWell they have to get to him eventually. Captain America's shield didn't grow on a tree, the minerals to make it had to come from somewhere, and that somewhere is Wakanda.09/02/2014 - 2:31pm
E. Zachary KnightYes, but it has never been confirmed as in development, or even pre-production.09/02/2014 - 2:21pm
MaskedPixelanteBlack Panther's been on the short list for a while.09/02/2014 - 2:18pm
E. Zachary KnightIt is possible that Stan Lee mispoke. I don't think he knows everything Marvel movies. But it is a sweet idea if true.09/02/2014 - 2:04pm
Andrew EisenSo says Stan Lee who almost certainly wouldn't know.09/02/2014 - 2:04pm
MaskedPixelantehttp://www.cinemablend.com/new/Marvel-Black-Panther-Movie-Confirmed-By-Stan-Lee-66993.html Black Panther is apparently getting a movie. And maybe one for Black Widow, even though I think it's too late for her.09/02/2014 - 1:53pm
Cheater87Look what FINALLY came to Australia uncut! http://www.gamespot.com/articles/left-4-dead-2-gets-reclassified-in-australia/1100-6422038/09/02/2014 - 6:49am
Andrew EisenHence the "Uh, yeah. Obviously."09/02/2014 - 12:53am
SleakerI think Nintendo has proven over the last 2 years that it doesn't.09/02/2014 - 12:31am
Andrew EisenSleaker - Uh, yeah. Obviously.09/01/2014 - 8:20pm
Sleaker@AE - exclusives do not a console business make.09/01/2014 - 8:03pm
Papa MidnightI find it disappointing that, despite the presence of a snopes article and multiple articles countering it, people are still spreading a fake news story about a "SWATter" being sentenced to X (because the number seems to keep changing) years in prison.09/01/2014 - 5:08pm
Papa MidnightAnd resulting in PC gaming continuing to be held back by developer habits09/01/2014 - 5:07pm
Papa MidnightI find it disappointing that the current gen of consoles is representative of 2009-2010 in PC gaming, and will be the bar by which games are released over the next 8 years - resulting in more years of poor PC ports (if they're ever ported)09/01/2014 - 5:06pm
Andrew EisenMeanwhile, 6 of Wii U's top 12 are exclusive: Mario 3D World, Nintendo Land, Pikmin 3, Mario Kart 8, Wonderful 101, and ZombiU. (Wind Waker HD is on the list too but I didn't count it.)09/01/2014 - 4:36pm
Andrew EisenLikewise, only two of Xbox One's top 12 are exclusive: Dead Rising 3 and Ryse: Son of Rome (if you ignore a PC release later this year).09/01/2014 - 4:34pm
 

Be Heard - Contact Your Politician