66% of consumers download 0 new apps each month. That’s a big fat zero.
How can that be?
For smartphone owners, their favorite app takes up over half of the time they spend with apps. Three quarters of their time is absorbed by their top 4 apps.
The most popular apps are predictable: Facebook, YouTube, Google Play, Google Search, and Pandora. That’s it. Even Instagram doesn’t crack the top 5.
Consumers’ favorite types of apps are also not surprising: social networking, games and radio apps get the highest engagement. Only 5% of smartphone owners’ app time is spent with retail apps.
App usage is highly concentrated among a core group of Americans. 7% of consumers are responsible for over 50% of all app downloads. These heavy users are driving much of the year-over-year increase in app downloads and usage.
Meanwhile, over 30,000 new apps are released each month on iTunes alone. That should make all of us think long and hard about how much energy we spend developing new apps.
What are the implications for your business?
- Should we be developing an app, or is our time and money better spent somewhere else?
- How can we market our products and services via the current top apps?
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
Sources: Comscore 2014, Statista 2015