New research from Gartner and Nielsen indicate that despite smartphone users having an average of 42 apps on their devices, 55% of users only use between one and four apps. Smartphone users usually download apps in the first place for leisure or entertainment (53%) or a recommendation from a friend (48%). The corresponding figures for tablet owners are 59% and 44%. The findings underscore the power of word-of-mouth when it comes to app discovery, which is notoriously difficult because of the more than 1 million titles in both the App Store and Google Play.
Finally, free applications are quickly becoming the norm and by 2017, 95% of apps are predicted to be free with many following the freemium model.
Implications: Despite only being in existence since 2008, mobile applications have become a fundamental part of users daily lives. For example, in the last year only, time spent within mobile apps has grown by 30% to 43 hours time spent per month. The data above indicates how critical it is for brands and advertisers to associate with the core apps used by their target audiences, and to also understand that simply creating an app is not enough - the app will need to serve a valuable role within a consumers life for it to be successful.
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