Research: The Life and Death of Apps

June 7, 2011 -

MTV Networks released the results from its "Love 'Em or Leave 'Em: Adoption, Abandonment and the App-Addled Consumer" study, which examines the life cycle of apps, from how consumers find them, and why people keep them or delete them. Culled from responses to a survey of more than 1,300 mobile app users, MTVN uncovered some interesting statistics related to the global app market.

Around 91 percent said apps expose them to new things; 87 percent said apps let them have fun no matter where they are or what they're doing; 77 percent said apps serve as personal assistants; 75 percent claim that apps give them time to relax; 73 say that apps allow time to connect and interact with family and friends; and 70 percent said apps make the rest of life better.

When asked what they would rather give up instead of their favorite app, 69 percent of men said their favorite news source, while 68 percent said coffee. Around 68 percent of women said they would rather go a year without soda and 63 percent would give up their favorite reality show.

On how consumers discover apps, 53 percent said that personal recommendations were important in deciding which apps to download, while 52 percent relied on user reviews and 42 percent said seeing a friend use a particular app was a critical component. Additionally, 47 percent discovered apps via app stores from Apple and Android. For free apps, a higher number of positive ratings drives most consumers (50 percent) to download. The second most-important factor (43 percent) is personal recommendations. For paid apps, price (63 percent) is very important, followed by whether there is a free or lite preview version of the app (49 percent).

TV and movie apps can have a shelf life of just a few weeks (38 percent are deleted in the first three weeks after download), but two-thirds of them (66 percent) are checked at least once a day. When users find an entertainment app that they love two-thirds check their favorite TV or Movie app at least once a day, with nearly half (44 percent) checking it several times a day. And for each time it's open, 45 percent spend more than 10 minutes with their favorite TV or Movie app. For gaming apps, the grace period is a little longer. Fewer than 20 percent of gaming apps are deleted in the first three weeks of ownership. Nearly half (49 percent) of gaming app users check their apps at least several times a day.

While the early stages of the app life cycle are often based on recommendations, the final stages are more personal - claims MTVN. Only 37 percent of entertainment apps and 39 of gaming apps continue to be used because friends use the same apps. For TV and movie apps, ease of use (79 percent) and new content (55 percent) are the biggest reasons consumers will use an app for the long term. Better alternatives (55 percent) and lack of new content (42 percent) will drive a consumer to delete an app.

Gamers look for apps that are challenging (75 percent) and easy to use (73 percent). With gaming apps, more than three-fourths (77 percent) of consumers say they'll delete an app simply after they lose interest. Three-fourths (75 percent) of consumers said it's very important that an app is "entertaining or fun to use," while 62 percent said it's very important that an app "feels good" in terms of its touch screen feel. Finally, half of participants said it's very important that an app "constantly has new things for me to see, read or do." More than eight in 10 (83 percent) said they are "often surprised at how useful an app can become even if I don't initially think this is something I need."

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Big Perm120 bucks for a tetanus shot. Thanks Obama08/27/2015 - 3:01pm
Andrew EisenMatthew - Of course they do. I wasn't suggesting otherwise. Hell, Quiet's already been cosplayed quite a bit.08/27/2015 - 1:25pm
Big PermThere's been some pretty good Kill La Kill cosplay08/27/2015 - 12:56pm
Matthew WilsonI saw someone cosplay as the main charector from kill la kill last year at pax, so people do it.....08/27/2015 - 12:55pm
Andrew EisenPerm - Well yeah, Kojima himself said something along the lines of "Cosplay this, I dare you! No, seriously. Please cosplay this!" I was just wondering if there was an in-universe explanation.08/27/2015 - 12:45pm
Andrew EisenCheck out last week's story on The State of Play book for an updated cover and a list of all the authors and their essay titles! http://gamepolitics.com/2015/08/21/state-play-looks-current-state-video-games08/27/2015 - 12:44pm
Big PermI figured it was because titties are awesome08/27/2015 - 12:37pm
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Matthew Wilsonsuprisingly, there has not been the negative reaction I was expecting.08/27/2015 - 12:13pm
Andrew EisenWe should devote a segment to R. Mika's costume on the podcast. It'll be great!08/27/2015 - 11:40am
Andrew EisenMatt - So... who is the producer of the video you linked?08/27/2015 - 11:15am
ZippyDSMleeAnd its not as bad as rumble roses :P08/27/2015 - 11:14am
ZippyDSMleeE. Zachary Knight: I dunno wrestling is about spectacle nd bad costumes are part and parcel of it..08/27/2015 - 11:13am
Big PermThis costume is amazing. Praise it08/27/2015 - 10:59am
E. Zachary KnightOh wow. This costume is obnoxious. Why? The character and moves are cool but man that costume. Ugh. http://kotaku.com/r-mika-and-her-ridiculous-outfit-join-street-fighter-v-172692528208/27/2015 - 10:56am
Big PermHe leveled up08/27/2015 - 8:24am
black mantaBrad Bushman's back again, saying how the WDBJ shooter's use of a body camera made it look like an FPS. http://www.npr.org/sections/alltechconsidered/2015/08/27/435076699/why-shooters-record-themselves-in-the-act08/27/2015 - 8:01am
MattsworknameSorry andrew, forgot to include that08/27/2015 - 7:40am
Andrew EisenReminder - Always put indicate who the producer is when linking YouTube videos.08/27/2015 - 7:25am

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