What would you give up in order to keep your favorite phone apps? Coffee? Chocolate? Lunch? That’s one of the questions MTV asked as part of their new study, “Love ‘Em or Leave ‘Em: Adoption, Abandonment and the App-Addled Consumer.”
They began with 1,300 self-reported daily mobile app users and added in a bunch of interviews with app consumers and found that people were pretty hardcore in their belief that apps have changed their lives.
83% of people in the study said they were addicted to apps and one (someone who is my kindred spirit) said “apps are like Xanax in a phone.”
Then MTV asked a portion of the study group to go three days without using an app and the subjects practically went into withdrawal. How precious is an app to a user? 68% of men said they’d give up coffee for a year rather than lose their apps. 68% of women said they’d go a year without soda and 63% would give up their favorite reality show. They could always tune in to the Jersey Shore app to fill the void.
Since it’s MTV, they took a close look at TV, movie and gaming apps. Here are some of the findings:
- Two-thirds of TV and movie apps (66%) are checked at least once a day.
- 45% spend more than 10 minutes with their favorite TV or Movie app.
- 49% of gaming app users check their apps at least several times a day.
- 37% of entertainment apps and 39% of gaming apps continue to be used because friends use the same apps.
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- 38% of TV and movie apps are deleted in the first three weeks after download.
- Fewer than 20% of gaming apps are deleted in the first three weeks but. . .
- 77% of consumers say they’ll delete an app simply after they lose interest.
From personal experience, I can say that the reason many TV and movie apps are deleted so quickly is because of the lack of content. Many new shows and movies ramp up big for the initial release, but once you’ve worked your way through the content, there’s nothing new to keep you coming back. TV shows in particular are big on using their apps to deliver nothing more than the weekly episode preview. That’s not enough for it to take up prime real estate on the front face of my phone.
What do people want in an app? For entertainment apps, they want ease of use (79%) and they want updated content (55%). 75% of gamers are looking for a challenge.
How do they find apps? 53% said personal recommendations were important, 52% went with user reviews and 47% found nirvana by browsing the app stores.
As for paid vs free, positive ratings was the deciding download factor for free apps. On paid apps, 63% said the price point was the biggest factor and 49% were influenced by a trial version.
So again, I ask the question. What would you be willing to give up in order to keep your phone apps?
SOURCE MTV Networks