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."

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E. Zachary KnightBig Perm, That would make logical sense, so of course YouTube would not allow you to set your subscription page as the home page.08/04/2015 - 9:14am
Big PermBy the way. Anyone else kind of spooked by Microsofts data collection that's being reported about Win10? Thinking of finally trying a linux box for general use and Windows for gaming only08/04/2015 - 8:59am
Big PermCan you set youtube to load subs instead of recommendations first?08/04/2015 - 8:54am
MonteI've had mostly good experience with Youtube recommendations... only problem is when i watch a certain video that messes it up and gets me reconmendations i don't want. Though all i have to do is remove said video from my history to fix it08/04/2015 - 8:42am
Big PermYoutube wants me to watch Nicki Minaj videos. I am ok with this. Dat mute tho08/04/2015 - 7:48am
IvresseIronpatriot: I think it's fair to say that even anti-gamergaters want you to just shut the hell up...08/04/2015 - 7:27am
Sora-Chan@Andrew Eisen: A tip for when it comes to clicking people's video recommendations, use Incognito/Private Mode.that'll keep those kinds of recommendations off the radar. =P08/04/2015 - 5:37am
InfophileWow, I just got an e-mailed ad from Nintendo: "FREE AC Adapter with New Nintendo 3DS XL" - So... pretending this didn't used to be normal, are we?08/04/2015 - 3:34am
MattsworknameNight man, take care08/04/2015 - 2:59am
Andrew EisenOff to bed. Play nice.08/04/2015 - 2:53am
Andrew EisenNo worries. Yeah, it's the pits. It's like "How many times do I have to tell you I'm not interested in this producer's work before you stop recommending his videos to me?!"08/04/2015 - 2:53am
MattsworknameAndrew: Sorry man, youtubes recomendations system is really crappy08/04/2015 - 2:49am
MattsworknameIp: they cite 4 chan. Enough said08/04/2015 - 2:47am
IronPatriotWhat I don't get is why anyone wants to be part of the private online army for a stalker.08/04/2015 - 2:32am
IronPatriotYes, it's pretty sad that even after GG has been exposed as a fraud designed to harass Sarkeesian, they still want to attack her. Do facts even matter anymore?08/04/2015 - 2:30am
Andrew EisenDammit. For context's sake, I watched that one Chris Ray Gun video Matt linked to and now my recommends are chockful of anti-Sarkeesian crap from the usual suspects. ARGH!08/04/2015 - 2:27am
Andrew EisenIP - Now you just essentially asked Matt the same question twice in a row. Seriously, once is enough.08/04/2015 - 2:11am
IronPatriotMattsworkname, do you have any actual evidence for your "complete bollocks" claim? Or are you making up more "facts08/04/2015 - 2:11am
IronPatriotMattswork, prove your claim that the article is "based on complete bollocks"08/04/2015 - 2:08am
Andrew EisenIP - Stop asking me the same question over and over and over and over and over and over and over and over again. It's super annoying. Especially when I've already addressed it.08/04/2015 - 2:07am
 

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