0
apps
get
real
Perspectives on the Phenomenon
35%phone users say
                                 of app
                                 “Having apps on my
           ...
54% have
                    say apps
                    changed how they
                    think about their
         ...
67%that the ability
                  report
                  to download apps and
                  games drove them to
...
SECTION 1 // Introduction




                                     And then there were apps


                            ...
SECTION 1 // Introduction




These apps are not like those apps


                            “We have almost 20 years of...
SECTION 1 // Introduction




These apps are not programs of
the PC variety


                                           m...
SECTION 1 // Introduction




These apps are not the mobile web


                            “In a webpage you are subjec...
SECTION 1 // Introduction




These phones are not smartphones

          THe THird
          generATion of
          mobi...
To understand these apps, think                                                              music
  “You can now think di...
SECTION 1 // Introduction




Today we’ll take a look at


                                                            ...
SECTION 1 // Introduction




                                            About our methodology
                          ...
viDeo
     can be founD at
www.gravitytank.com/aPPS
who
SECTION 2




uses
apps
SECTION 2 // who uses apps




iPhone and G1


                        recenT                                             ...
SECTION 2 // who uses apps




Bberry/WinMo


                        recenT                                              ...
SECTION 2 // who uses apps




   RC RECENT CONVERTS
                                                                     ...
SECTION 2 // who uses apps




   RC RECENT CONVERTS
   RC RECENT CONVERTS
                                               ...
MARRIED                     HAVE KIDS
                                   at home
                SECTION 2 // who uses app...
SECTION 2 // who uses apps




                                  RC RECENT CONVERTS
                                      ...
SECTION 2 // who uses apps




    CE CONSTANTLY ENTERTAINED



                                                          ...
SECTION 2 // who uses apps




   CE CONSTANTLY ENTERTAINED
   CE CONSTANTLY ENTERTAINED



                              ...
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
gravitytank // Apps Get Real Presentation
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gravitytank // Apps Get Real Presentation

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What's different about mobile apps this time around? Are they here to stay?

gravitytank, an innovation and growth consultancy based in Chicago, recently completed a comprehensive study on mobile apps - those bite-sized applications on smartphones that are changing how we interact with software, our phones, big brands, our health, and much more.

This overview presentation explores how our perceptions about apps evolved over the course of the study -- from fun games to valuable tools that have a potentially profound impact on unexpected industries -- and delivers the quantitative proof that apps are a powerful force in software and consumer behavior. Also included is an app-user segmentation model created specifically as a result of this study.

For a compelling romp through the ethnos and data, check out our 4-minute documentary made from 20+ consumers and 20+ app developers who were integral to the stud: www.gravitytank.com/apps.

Find more at gravitytank.com/apps or call gravitytank at 773-620-4830.

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Transcript of "gravitytank // Apps Get Real Presentation"

  1. 1. apps get real Perspectives on the Phenomenon
  2. 2. 35%phone users say of app “Having apps on my phone has changed BLACKBERRY STORM my life.” “My life has definitely changed since I started using apps. If I didn’t have this thing, I could not be doing what I’m doing simultaneously [writing a cocktail book, managing a restaurant, and starting a liquor company]. There’s just no way. It would be impossible.” —Adam
  3. 3. 54% have say apps changed how they think about their APPLE phone i PHONE “When the iPhone launched, it was a $500 piece of crap. Now, with apps, it’s a mini-computer.” —Ryan
  4. 4. 67%that the ability report to download apps and games drove them to buy their phone GOOGLE G1 “OK, now that’s really cool. [re ShopSavvy app, using bar codes to search for products in stores]. In fact, if that’s all it did, I would’ve gotten the phone.” —Dr. Larry
  5. 5. SECTION 1 // Introduction And then there were apps How are apps different How do they buy, use, and this time? shop for apps? Who uses apps Are apps a fad or and why? something more? 5 // apps get real // © 2009 gravitytank
  6. 6. SECTION 1 // Introduction These apps are not like those apps “We have almost 20 years of experience with mobile applications for the phone, but apart from the viral spread of texting in the U.S., and companies like DoCoMo in Japan, the business model for apps was flawed, the handsets were flawed, the networks were too slow, and the carriers didn’t see the real market for it.” —Trip, app developer “Comparing Palm apps to iPhone apps is like comparing Space Invaders to games on a Wii.” —Chris, iPhone user
  7. 7. SECTION 1 // Introduction These apps are not programs of the PC variety more game like more ‘synthesized’ more instant 7 // apps get real // © 2009 gravitytank
  8. 8. SECTION 1 // Introduction These apps are not the mobile web “In a webpage you are subjecting yourself to your web browsers whims. If you’re trying to do more than one thing at once, it doesn’t work. Web apps don’t do things well.” —Josh
  9. 9. SECTION 1 // Introduction These phones are not smartphones THe THird generATion of mobile new & improved app-phone GEN 1 GEN 2 GEN 3 Phone SmartPhone aPP-Phone circa 1983 circa 2001 circa 2008 talk talk talk email email calendar calendar + grocery list + game machine + white board + bank teller + flashlight new & improved + light sabre + anatomy text app-phone + exercise coach + travel guide + web browser + alarm clock 9 // apps get real // © 2009 gravitytank + magic flute + weather check-
  10. 10. To understand these apps, think music “You can now think differ- ently about creating soft- ware, because the licensing and distribution problems are now off your plate... ...It’s sort of l ike ” yl. rec vin or ng er d m op co lli se el pa ev ,d ni m le x es ma fro — A ay king the transition aw
  11. 11. SECTION 1 // Introduction Today we’ll take a look at     who life apps apps, apps uses with life inc. future apps apps cycle 11 // apps get real // © 2009 gravitytank
  12. 12. SECTION 1 // Introduction About our methodology Each section of this report integrates primary-source research collected by gravitytank as part of our effort to develop a robust and multidimensional portrait of apps, app users and app developers. These sources include: ethnograPhic DeveloPer Quantitative reSearch interviewS Survey gravitytank conducted We conducted 20 Finally, gravitytank 20 in-depth interviews interviews with app fielded two online with heavy app users coders. surveys to a total of more in San Francisco and than 1,000 smartphone Chicago during March users in April and May of and April of 2009. 2009. MYSPACE 12 // apps get real // © 2009 gravitytank
  13. 13. viDeo can be founD at www.gravitytank.com/aPPS
  14. 14. who SECTION 2 uses apps
  15. 15. SECTION 2 // who uses apps iPhone and G1 recenT consTAnTly RC converTs Recent converts are new smartphone users who experiment with apps. 20% CE enTerTAined The constantly entertained use their phones primarily for social and media purposes. They are 44% They think apps are fun younger, predominately male, and nice to have on a and seem to have a deep-rooted 36% phone, but they don’t see fear of boredom. apps as game-changers. life LO opTimizers Optimizers see their phones as digital extensions of their brains. They use them to manage their busy lives and to improve their ability to make the most out of the opportunities each day presents. 15 // apps get real // © 2009 gravitytank
  16. 16. SECTION 2 // who uses apps Bberry/WinMo recenT consTAnTly RC converTs Recent converts are new smartphone users who experiment with apps. 30% CE enTerTAined The constantly entertained use their phones primarily for social and media purposes. They are 43% They think apps are fun younger, predominately male, and nice to have on a and seem to have a deep-rooted 27% phone, but they don’t see fear of boredom. apps as game-changers. life Bberry/WinMo LO opTimizers Optimizers see their phones as digital extensions of their brains. They use them to manage their busy lives and to improve their ability to make the most out of the opportunities each day presents. 16 // apps get real // © 2009 gravitytank
  17. 17. SECTION 2 // who uses apps RC RECENT CONVERTS TOP 5 RE DOWNLO 1 77% It (5 WHO ARE 36 65% 55% 42% 48% 2 57% It so THEY?  AVERAGE AGE FEMALE MARRIED HAVE KIDS at home COLLEGE GRAD or higher 3 53% It es 4 47% It us NOT VERY  only 22% “like to have the latest and best technology” 5 42% It do tech focused APP OPINIO (2 PHONE OWNERSHIP APP ENGAGEMENT 63% Apps are This is my first I use apps... overwhelmi smartphone there are jus 51% many of the 76 > recenT converTs Melissa % 52% ( Apps are lik • My motto 24% 30% candy — a fu treat with lit “If it’s easy, I’ll try it.” 19% nutritional v • My phone I’ve had ( is fun andothers in the past • Apps are makes life easier. 25% Apps help m a great plus but a bit overwhelming. 3% 3% 24% 30% 73% 66% more done a 55% /45% 38% / 62% CE LO CE LO CE LO keep organi LO CE “It’s fun to use apps. Grocery iQ totally makes shopping more fun, and keeps ...OCCASIONALLY ...FREQUENTLY ...ALL THE TIME me so organized.” CE = Constantly Entertained LO = Life Optimizers 17 // apps get real // © 2009 gravitytank $ 80 %
  18. 18. SECTION 2 // who uses apps RC RECENT CONVERTS RC RECENT CONVERTS TOP 5 R TOP 5 RE DOWNLO DOWNLO 1 1 77% 77% It It (5 (5 WHO WHO ARE 36 65% 55% 42% 48% 2 2 57% 57% It It so ARE % % % % so THEY? THEY?  AVERAGE AVERAGE AGE AGE FEMALE FEMALE MARRIED MARRIED HAVE KIDS HAVE KIDS at home at home COLLEGE GRAD COLLEGE GRAD or higher or higher 3 3 53% 53% It It es es  4 4 47% 47% It It us us NOT VERY  only 22% “like to have the latest and best technology” VERY NOTfocused  only 22% “like to have the latest and best technology” 5 5 42% 42% It It do do tech tech focused APP OPINIO APP OPINIO PHONE OWNERSHIP PHONE OWNERSHIP APP ENGAGEMENT APP ENGAGEMENT 63% (2 63% are (2 Apps This is my first I use apps... I use apps... Apps are This is my first overwhelmi overwhelmi smartphone there are ju 51% smartphone there are jus many of the % many of the 76% % 52% ( ( 52% are lik Apps 24% 24% 30% % Apps are lik candy — a f candy — a fu treat with li treat with lit 19% nutritional v nutritional v I’ve had % I’ve had others in the past others in the past 25% ( 25% help (m Apps 3% 3% 24% 24% 30% 30% 73% 73% 66% 66% Apps help m 3% 3% more done more done a 55% /45% 55% /45% 38% / 62% 38% / 62% CE CE LO LO CE CE LO LO CE CE LO LO keep organi LO CE keep organi LO CE ...OCCASIONALLY ...OCCASIONALLY ...FREQUENTLY ...FREQUENTLY ...ALL THE TIME ...ALL THE TIME CE = Constantly Entertained LO = Life Optimizers CE = Constantly Entertained LO = Life Optimizers $ 2.80 ...Have never paid for an app 40% 80 % 18 // apps get real // © 2009 gravitytank T H E TICKER ...Dollars spent on apps last month $ ...Use apps e
  19. 19. MARRIED HAVE KIDS at home SECTION 2 // who uses apps COLLEGE GRAD or higher 3 53% It seems like a fun and entertaining escape (45%) ENTER 4 47% It was recommended by a friend who uses it (40%) RC RECENT CONVERTS atest and best technology” 5 42% It’s new and I’m curious about what it does (32%) TOP 5 RE HEALTHCARE DOWNLO 77% 1 It (5 WHO ARE 36 65% APP OPINIONS42% 48% 55% 2 57% R It so THEY? AVERAGE AGE FEMALE 3 53% MARRIED PHO HAVE KIDS at home COLLEGE GRAD or higher It es  (23%*) (37%) TOP 5 REASONS FOR 63% MOST POPULAR APPS (penetration%% 63% 4 47 It us Apps are I’m sure there are DOWNLOADING APPS overwhelming — better apps, but I 5 42% It NOT VERY  only 22% “like to have the latest and best technology” do 77% (57%*) there are just too don’t know what 1 51% It was free tech focused many of them 78 *) they are GAMES (80 N 2 57% It makes my life easier in some way (53%) (28 ) 52% SOCIAL NETWORKING % % 10 62 ) (40 % (58) APP OPINIO PROD (2 63% 62 Apps are like I can’t imagine 30seems(45%)a fun and entertaining PHONE OWNERSHIP APP ENGAGEMENT 53% escape candy — a fun WEATHER phone using a 3 Apps are It % like This is my first I use apps... (68) overwhelmi treat with little without apps 57 smartphone there are jus 51nutritionalENTERTAINMENT % value (58) many of the 4 47%76wasitrecommended by a friend who It uses (40%) % 25% (50 ) % 30 48 ) (54 MUSIC % % (63) 52% ( Apps are lik 30 42% does (32%) 37 candy — a fu 24% Apps help me get Apps have 24% 5 30% It’s new and I’m curious about what it 73% 66% more done and % UTILITIES how I changed treat with lit E (38) 19 nutritional v CE LO CE LO % keep organized think about my 35 I’ve had ( ...FREQUENTLY others in the past ...ALL THE TIME phone HEALTHCARE & FITNESS (28) 25% Apps help m 33 3% 3% 24% 30% 73% 66% more done a 55% /45% 38% / 62% CE LO CE LO NEWS LO CE keep organi Entertained LO = Life Optimizers LO CE (47) * versus total a 30 ...OCCASIONALLY ...FREQUENTLY ...ALL THE TIME REFERENCE APP OPINIONS CE = Constantly Entertained LO = Life Optimizers (32) 72% 27 PHOTOGRAPHY ...Have never paid for an app 40 (23%*) (37%) 80 63% % 19 // apps get real // © 2009 gravitytank 63% $ ...Use apps every day 80 (36) ...Number of apps curre %
  20. 20. SECTION 2 // who uses apps RC RECENT CONVERTS TOP 5 RE DOWNLO ONS FOR NG APPS MOST POPULAR APPS (penetration %) 1 77% It (5 WHO ee 78 (80 ARE *) GAMES 36 65% 55% 42% 48% 2 57% It so my life easier in y (53%) SOCIAL NETWORKING 62 (58) THEY? AVERAGE AGE FEMALE MARRIED HAVE KIDS at home COLLEGE GRAD or higher 3 53% It es WEATHER 62 47% like a fun and entertaining (68) 4 It 45%) 57 ENTERTAINMENT (58) us NOT VERY 48 only 22% “like to have the latest$2.80 on apps last 42% commended by a friend who 5 It 0%) MUSIC Dollars spent $4.50 (LO) (63) and best technology” do $7.10 (CE) nd I’m curious about what it %) tech focused 37 UTILITIES (38) month HEALTHCARE & FITNESS 35 (28) 33NEWS (47) 40% Havefor an paid never 26% (LO) 21% (CE) APP OPINIO 30 REFERENCE (32) app (2 ) (37%) PHONE OWNERSHIP 27 PHOTOGRAPHY APP ENGAGEMENT 63% 63% (36) I use apps... Apps are I’m sure there are This is my first smartphone 27 SPORTS (35) 72% Use apps 80% (LO) overwhelmi there are jus 51% every day 83% (CE) better apps, but I don’t know what 25 LIFESTYLE (27) many of the 76% 25 they are NAVIGATION ( 52% (41) ) 10% (40%) 23 PRODUCTIVITY (33) 20 Number of 28% (LO) Apps are lik on 30% I can’t imagine using a phone 24%23TRAVEL (29) apps currently phone 21% (CE) candy — a fu treat with lit without apps 20 MEDICAL 19% (28) nutritional v 20 I’ve had 8 New apps FINANCE ( ) 30% (54%) others in the past (32) 11% (LO) 25% t Apps have 17 BOOKS (22) 3% 3% 24% 30% added last month 73% 66% 14% (CE) Apps help m 55% /45% 38% / 15 EDUCATION more done a changed how I 62% CE (22) LO CE LO CE LO keep organi think about my phone LO CE 2 OTHER ...OCCASIONALLY (2) ...FREQUENTLY ...ALL THE TIME * versus total all app-phone users (iPhone and G1) CE = Constantly Entertained LO = Life Optimizers 20 // apps get real // © 2009 gravitytank % $ 80 %
  21. 21. SECTION 2 // who uses apps CE CONSTANTLY ENTERTAINED TOP 5 R WHO 28 68% 42% 67% 40% DOWNLO ARE THEY? AVERAGE AGE MALE MARRIED HAVE KIDS at home COLLEGE GRAD or higher 1 54%  2 47% 3 39% TECH  59% “like to have the latest and best technology” JUNKIES > consTAnTly enTerTAined 4 36% Josh 5 35% • My motto PHONE OWNERSHIP APP ENGAGEMENT • My phone 73 Boredom is to be avoided at all cost.” % I use apps... gives me instant access to APP OPINI This is my first entertainment. smartphone ( • Apps are the latest way to feed my addiction. 55% I like talkin 38% about apps “I can’t remember what I did before the with friend iPhone. Nothing. I did nothing.” 62% 24% 40% I’ve had Apps help more done others in the past keep organ 76% /24% 55% / 45% 19% RC 3% 3% LO 51% RC 30% LO 30% RC 66% LO RC LO ...OCCASIONALLY ...FREQUENTLY ...ALL THE TIME RC = Recent Converts LO = Life Optimizers 21 // apps get real // © 2009 gravitytank $ 10 %
  22. 22. SECTION 2 // who uses apps CE CONSTANTLY ENTERTAINED CE CONSTANTLY ENTERTAINED TOP 5 R TOP 5 R WHO WHO 28 68% 42% 67% 40% DOWNLO DOWNLO ARE ARE THEY? THEY? AVERAGE AVERAGE AGE % MALE MALE % MARRIED MARRIED % HAVE KIDS HAVE KIDS at home % COLLEGE GRAD COLLEGE GRAD or higher 11 54% Ie %   AGE at home or higher 2 2 47% I( % 3 3 39% Iw % TECH TECH  59% “like to have the latest and best technology”  59% “like to have the latest and best technology” JUNKIES JUNKIES 4 4 36% I( % 5 5 35% Is % PHONE OWNERSHIP PHONE OWNERSHIP APP ENGAGEMENT APP ENGAGEMENT 73% % This is my first II use apps... use apps... APP OPINIO APP OPINI This is my first smartphone smartphone 55% (( 55% I like talkin I like talkin 38% 38% about apps about apps with friend with friend 62% % 24% % 40% ( 40% I’ve had Apps help m Apps help I’ve had more done others in the past more done others in the past keep organ keep organ 76% /24% 55% / 45% 76% /24% 55% / 45% 19% 19% RC RC 3% % 3% 3% LO LO 51% 51% RC RC 30% 30% LO LO 30% 30% RC RC 66% 66% LO LO RC RC LO LO ...OCCASIONALLY ...OCCASIONALLY ...FREQUENTLY ...FREQUENTLY ...ALL THE TIME ...ALL THE TIME RC = Recent Converts RC = Recent Converts LO = Life Optimizers LO = Life Optimizers 22 // apps get real // © 2009 gravitytank $ $ 10 10 % %
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