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MMA Consumer Briefing October 2009
SavvyQuestTM Insights/MMA Consumer Briefing: Mobile Apps Usage
Leveraging Luth Research’s online panel, SurveySavvy™, this SavvyQuest™ omnibus survey of US adult consumers was run from October 13 to October 16, 2009, with 1150 completes (including 102 non cell phone owners). Respondents who owned a cell phone participated in the full length of the study. They were asked the following questions regarding their cell phone and mobile apps usage:
- Brand of current cell phone
- Current cellular service provider\
- Number of mobile apps downloaded to current cell phone
- How downloaded mobile apps were paid for
- Frequency of using downloaded mobile apps
- What the most often used mobile apps are
- Estimated mobile apps downloads for the next year as compared to this year
MOBILE APPS DOWNLOADS AND USAGES WERE DRIVEN BY SMART PHONE OWNERS:
Overall, 40% of all respondents have downloaded at least one mobile app. Almost three out of four (73%) of smart phone owners have downloaded at least one. In contrast, the majority of regular phone owners (84%) in the study have never downloaded any mobile apps.
Looking at those respondents who had downloaded one or more mobile apps:
- About half (46%) are younger consumers (18 to 34 years), and another one quarter are 35-44 years.
- More males than females (54% vs. 46%, respectively)
- Slightly more than one third (34%) are AT&T subscribers, likely due to the popularity of iPhone apps.
- 23% owned Blackberry phones, followed by Motorola (19%), LG (19%), Samsung (19%) and Apple (18%).
- On average, 68% of the apps downloaded were free and only 32% were paid for. However, for regular phone owners, almost half of the apps downloaded (47%) were paid apps.