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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ZippyDSMleeI mean 4 main classes and maybe 3 or 4 model’s each…I’am just not seeing it….03/06/2015 - 8:28pm
ZippyDSMleeLame excuse is rather lame. Lets face it these days there there only a couple games that rely on such mechanics and it stifles player creativity to choose a body type for themselves and excludes those that wish to play as something closer to themselves.03/06/2015 - 8:17pm
Andrew EisenDoesn't matter if you play more games where the cast is the same basic character model. In this type of game, being able to easily tell which character you're looking at serves an important purpose.03/06/2015 - 7:29pm
ZippyDSMleeMechaCrash:Meh I've played more stuff that had pickups rather than set class's.03/06/2015 - 7:22pm
MechaCrashZarya's body type also has a pragmatic reason. Ever notice how in TF2, you can immediately tell who's who because they all have very different profiles? Same deal with Overwatch. If you see Zarya, you KNOW it's Zarya.03/06/2015 - 6:32pm
Adam802http://www.mercurynews.com/crime-courts/ci_27662192/leland-yee-case-judge-pushes-corruption-trial-august03/06/2015 - 6:12pm
ZippyDSMleeNearly anyway the new UT game has color at least. And wow they changed to C++ 0-o03/06/2015 - 5:43pm
ZippyDSMleeCraig R.: Same reason why UT99/04 and UT3 are diffrent, gritty is the thing to do...at least it was... nearly everyone else grew out of dark and gritty….03/06/2015 - 5:40pm
ZippyDSMleeI doubt each model of characters in COH/COV/CO,ect are kept as unique model data.03/06/2015 - 5:39pm
ZippyDSMleemodel shape.03/06/2015 - 5:38pm
ZippyDSMleeMonte:I think it’s more a part of the engine, yes its more work but you should be able to have some sort of physical collision system in place to keep arms and stuff from clipping. Outside of that the data stored is just number variables to change the m03/06/2015 - 5:38pm
Andrew EisenAt least she's smiling in one of the pics.03/06/2015 - 5:31pm
Craig R.It's like somebody took the color palette and decided that anything approaching 'bright' is unacceptable03/06/2015 - 5:30pm
Craig R.Scratching my head as to why DC shows are as dark and drab, color-wise, as the movies look to be03/06/2015 - 5:30pm
MonteIf for instance you make the character fat, you need to make sure the animation of the character moving his arms and gun around, won't result in them clipping into the character's larger stomach03/06/2015 - 5:22pm
Monte@zippy, I imagine creating customizabel, vastly different body types would add a lot more complexity. Like making sure the character's animation still looks right. It can be done, but it can get complicated03/06/2015 - 5:19pm
Andrew EisenSupergirl TV costume: http://www.ign.com/articles/2015/03/06/first-photos-of-supergirl-revealed03/06/2015 - 4:49pm
prh99I think it probably far easier to add a character than strip a feature from game engine that was baked in from the start.03/06/2015 - 4:45pm
Andrew EisenAs I've said twice already, yes, strides in one area do not absolve anyone from criticism over where else they're falling short.03/06/2015 - 3:04pm
ZippyDSMleeI know I know one thing is not the other. Still worth nagging about.I still do not see why they do not put in body sliders and elt people make thier own body types....I'd do fat/pudgy or chibi befor I do ultra generic prefect body......03/06/2015 - 2:59pm
 

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