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Study Finds App Satisfaction High, Adoption Poised for Significant Increase
Washington, D.C. (September 17, 2012) - The mobile app ecosystem is poised to grow significantly in the near future, according to a study released today by the Application Developers Alliance. The research, conducted by Frank N. Magid and Associates, surveyed 1,000 online consumers and found that nearly half of the U.S. online population has downloaded an app. More importantly, app users plan to increase their usage and non-users plan to begin using apps in the near future.
“It’s no surprise that millions of Americans have embraced fun, educational, and productivity apps,” said Jon Potter, President of the Application Developers Alliance. “But this research documents that app developers and our industry are still at the beginning, as more people are planning to enjoy even more apps in the very near future.”
The study found that 62% of the U.S. online population owned app-capable devices. 74% of those device owners use mobile apps, but only a quarter has paid for an app. Overall, nearly half of the U.S. online population is already using apps.
One-third of app users plan to use apps more often and one-third of non-app users say they are likely to begin using apps in the next six months. 52% of respondents said they mostly learn about new apps after hearing about them from friends.
"The market for mobile apps is growing, and growing fast. Innovation and strong businesses are driving that growth but we are all benefiting from it. Better apps, better services and more opportunity for businesses to thrive is good for us all," said Alliance Board Member Brad Feld.
Survey respondents also reported that apps allow them to get more out of their mobile device: 47 percent said they download apps because they’re easier to use than a mobile browser, 46 percent do so because apps are the most entertaining way to use their mobile device, and 44 percent said they are the fastest way to get information.
“Apps allow mobile device users to do more with the technology at their fingertips,” said Josh Hartwell, Board Member and CEO of Mobile Deluxe. “We’ve barely begun to scratch the surface of what we can accomplish with this nascent and growing industry.”
Satisfaction with apps and app upgrades is high: 57 percent of users place great value on app upgrades, while 46 percent feel that apps are continually improving and look forward to new updates.
About Frank N. Magid Associates, Inc.
Frank N. Magid Associates, Inc. has been studying the evolving media landscape and its impact on consumer behavior for 55 years. We boast extensive cable and broadcast television, online video and mobile practices, and work with leading broadcast and cable networks, MSOs, television manufacturers, video, online and mobile content providers, mobile device manufacturers and carriers. We bring these insights and unique perspective to our survey development, analysis, and reporting.