Thirty-Four Percent of Content Apps Downloaded in Last 30 Days Were Paid
Only 16% of users with 20 or more apps engage with them regularly, per Gfk MRI.
As publishers spend more time and money on developing apps to deliver their digital content, audience demographics detailing app interaction are beginning to show how these efforts are panning out. According to a recent study from Gfk MRI, app users who install fewer apps are more likely to utilize the downloads, as 95 percent of users that install 1-9 apps report regular usage of apps.
On the other end of the spectrum, only 16 percent of users who download 20 or more apps are likely to engage with them regularly; Gfk MRI also reports that 37 percent users with 10 or more apps downloaded engage with those apps on a regular basis.
Most likely to inspire dismay among publishers is that 66 percent of apps downloaded in the last 30 days were free; 34 percent were paid. To that end, Risa Becker, VP of research at Gfk MRI, says in a press statement, “…consumers’ reliance on free apps suggest app marketers need to continue to implement revenue plans that do not necessarily depend on charging for apps.”
As for app discovery, the Apple App Store is identified by 88 percent of tablet users as a way to find new apps that are download-worthy. These apps are reportedly found through browsing/searching, or because they were featured in the Store. 55 percent of users find new apps through reviews and magazines in newspapers, and 24 percent discover apps by a link in another app.
App advertisements through radio broadcast appears to be the weakest promotion strategy, as Gfk MRI reports only 7 percent of tablet users find new apps through these types of ads.
For this online survey, Gfk MRI polled 3,000 adult consumers who own tablets and e-readers.