App meter q2 2011

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Comprehensive research by GetJar on consumer usage and demographics regarding mobile apps. Analyzes consumer demographics in the US, Europe and Asia in terms of what types of apps consumers are downloading, how often, when etc...

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App meter q2 2011

  1. 1. App  Meter  –  Q2  2011  Emerging   patterns   in   consumption   in   the   mobile  app  economy  Patrick  Mork        
  2. 2.  Introduction  ...........................................................................  3  Methodology  .................................................................................................................  3  Executive  Summary  ................................................................  4  Detailed  Findings  ...................................................................  7  App  Consumption  .......................................................................................................  7   When  are  consumers  using  apps?  .....................................................................  11   ....................................................  12   Apps:  The  case  for  brands  and  advertisers   ......................................................................................  15   Discovery  and  App  Stores  Conclusions  .................................................................................................................  17           2  
  3. 3.  Introduction    Welcome  to  App  Meter!    This  market  research  is  designed  to  give  us  a  snapshot  of   where   the   app   industry   is   headed   and   will   be   conducted   2-­‐3   times   per  calendar   year.     App   Meter   will   focus   on   both   what’s   happening   from   an   industry,  revenue   and   platform   point   of   view   as   well   as   what   is   happening   on   the  consumer  front.    The  data  sourced  for  App  Meter  comes  primarily  from  GetJar’s  consumers,  publishers  and  partners  and  presents  only  a  view  of  apps  from  our  perspective.    As  one  of  the  world’s  largest  app  stores  with  1.7  billion  downloads  to  date,  GetJar  can  offer  a  perspective  on  what  is  happening  in  the  space  although  this  can’t  be  generalized  beyond  what  is  happening  in  our  ecosystem.    Methodology    This  issue  of  App  Meter  is  focused  on  consumer  trends  and  demographics.    Our  goal  with  this  research  was  to  get  a  better  understanding  of  what  consumers  are  downloading,   which   platforms   they   want   to   use,   how   often   they   use   apps,  barriers  to  downloading  apps  and  consumer  opinion  of  advertising  within  apps.    Our   methodology   was   to   conduct   an   online   survey   targeting   GetJar’s   database   of  25M   users   in   over   190   countries.     The   survey   consisted   of   30   multiple-­‐choice  questions  and  was  distributed  to  consumers  globally.    In  terms  of  demographics  and  response  rates:     • 2,500  fully  completed  surveys   • 90%  male  respondents  (70%  male  for  the  Americas)   • Age  demographics:   o Less  then  18:  1.5%   o 18-­‐25%:  28.2%   o 26-­‐35:  38.8%   o 36-­‐45:  19.3%   o 46-­‐55:  8.1%   o 56+:  4%   • Geography:   o Americas:  25%   o Europe,  Middle  East  &  Africa  (EMEA):  26%   o Asia  &  Australia:  49%           3  
  4. 4.  Executive  Summary      The  first  thing  of  note  from  our  research  was  the  enormous  momentum  behind  the  Android  platform.    Android’s  growth  the  past  year  has  been  well  documented  and  we’ve  seen  a  500%  growth  in  submission  of  new  Android  applications  to  the  GetJar   store   over   the   same   period   last   year.     Today,   Android   ranks   2nd   only  behind  Java  as  the  largest  platform  by  submission  of  new  content  to  the  GetJar  system.    In  our  research,  18.2%  of  respondents  acknowledged  having  an  Android  device,  which  was  3rd  after  Symbian  (31.7%)  and  Java  (23.1%).    The  strength  of  Java   and   Symbian   on   GetJar   is   a   legacy   of   our   international   business   and  particularly  how  strong  our  Asian  business  has  become.    However,  turning  to  the  Americas   and   Europe,   34.9%   of   respondents   were   Android   users   in   the   former  and  31.8%  were  Android  users  in  the  latter.    When  we  look  at  the  source  of  our  downloads   we   see   a   similar   pattern:     Android   is   gaining   significant   ground   in  developed   markets   like   the   United   States   and   Western   Europe   as   well   as   some  more  developed  countries  in  Asia  most  notably  S.  Korea  and  Japan.    Of  more  interest  was  what  platforms  consumers’  were  considering  with  regards  to  their  next  handset.    Here  the  situation  changes  even  more.      A  whopping  40%  of  consumers  across  our  survey  suggested  their  next  handset  would   be   an   Android   phone   vs   only   17.9%   going   for   iPhone.     Less   then   9%  responded   they   would   stick   to   what   they   have   and   alarmingly,   only   8.2%  envisioned  a  Blackberry  as  their  next  device.         4  
  5. 5.    Another   interesting   finding   was   related   to   consumer   use   of   applications.     Our  research  confirmed  that  not  only  are  app  downloads  per  user  increasing  but  so  is  usage  compared  to  other  forms  of  media.    For  example,  over  63%  of  consumers  on   GetJar   were   downloading   apps   at   least   once   a   week   with   28%   actually  downloading  apps  every  single  day.    More  importantly,  app  downloads  were  also  resulting  in  usage.    57%  of  respondents  were  actually  using  apps  more  then  once  a   day   and   on   average   33%   of   consumers   were   spending   1   hour   or   more   using  their  mobile  applications  each  day.    When  we  compared  app  usage  vs.  traditional  forms   of   entertainment   like   TV   we   found   apps   were   actually   closing   the   gap.    Only  49%  of  consumers  surveyed  actually  were  spending  more  then  1  hour  a  day  watching  TV  for  example.    Mobile  has  also  started  to  slowly  erode  the  hold  of  the  Internet  on  app  consumers.    The  survey  revealed  that  among  GetJar  users,  30%  now  claimed  to  be  using  mobile  Internet  more  then  Internet  on  their  computers.        However,   not   all   apps   are   created   equal.     Naturally,   there   are   apps   that  consumers  deem  more  important  then  others.    Although  over  600,000  apps  exist  among   the   top   three   apps   stores   today,   the   reality   is   that   a   small   number   see  significant  traffic  in  terms  of  downloads  and  an  even  smaller  number  actually  see  repeat   usage.     When   we   asked   consumers   how   many   apps   they   were   using   at  least  once  a  week,  nearly  40%  said  they  used  3-­‐4  apps  a  week  routinely  vs.  only  10%  saying  they  used  10  or  more  apps  over  the  same  time  period.    The  challenge  for   publishers   and   agencies   is   to   make   apps   that   are   not   only   good   but   that  consumers   keep   using.     Therefore,   getting   an   app   out   there   and   getting   it  installed  is  only  the  first  step  to  building  relationships  with  consumers  on  their  mobile   devices.     What   consumers’   are   telling   us   and   what   we’ve   seen   really   over  the   past   5   years   is   that   the   true   winners   in   the   mobile   app   space   are   not   only  those   who   make   good   apps,   but   those   who   routinely   improve   and   re-­‐promote  themselves   to   consumers   to   make   their   apps   an   indispensable   aspect   of   their  lives.           5  
  6. 6.          Unsurprisingly,   the   research   also   clearly   demonstrated   that   as   the   number   of  apps   available   increases   that   discovering   and   finding   the   right   apps   is   also  becoming  more  of  a  challenge.    Although  over  60%  of  consumers  responded  that  they   were   pleased   with   the   current   App   Stores   they   were   using,   only   25%  admitted   to   using   App   Stores   for   discovering   the   latest   apps.     Nearly   50%   of  respondents  mentioned  browsing  the  web  as  a  preferred  method  for  finding  new  apps  with  16%  saying  that  they  also  found  great  apps  through  recommendations  by  friends  or  by  using  social  media.    Last  but  not  least  we  delved  into  the  evolving  role  of  advertising  in  mobile  apps  and   tried   to   get   an   understanding   of   how   consumers   felt   about   in-­‐app  advertising   and   more   importantly   how   they   felt   about   their   favorite   brands  trying   to   reach   them   through   mobile   apps.     The   results   here   were   pretty  encouraging.     Not   only   did   72%   of   consumers   claim   to   have   downloaded   apps  with  ads  in  them  but  nearly  60%  of  these  users  claimed  they  would  repeat  the  experience   again.     By   and   large,   the   most   important   things   consumers   were  looking  for  in  these  mobile  ads  were  specific  information  (34%)  or  news  about  new  products  and  services  (31%).      We  also  found  that  a  majority  of  consumers  had  already  downloaded  some  form  of  branded  application  (52%)  in  the  past  but  that   the   expectation   of   these   consumers   regarding   the   quality   of   the   branded  application  was  pretty  high.    Clearly,  brands  that  dive  into  the  app  space  without  having  a  quality  application  risk  damaging  consumers’  perception  of  their  brand.    Nearly  80%  of  consumers  surveyed  stated  that  the  quality  of  an  app  affects  the  brands  trustworthiness.     6  
  7. 7.  Detailed  Findings    App  Consumption    App   consumption   among   the   target   audience   was   fairly   high.     28%   of   consumers  downloaded   apps   every   day   with   19%   of   downloading   multiple   times   a   day.    Very   few   consumers   could   be   considered   “light”   users   and   only   6%   were  downloading   apps   less   then   once   every   3   months.     Usage   of   apps   once  downloaded   was   also   fairly   high   as   mentioned   above.     However,   one   of   the  interesting   findings   was   the   difference   in   download   patterns   between   regions.    Asians   had   a   tendency   to   download   apps   more   often   then   Americans   or   those  from  Europe  (29%  downloading  once  or  more  per  day  vs.  19%  of  Americans  or  22%  of  Europeans  doing  the  same).        However,  usage  among  American  consumers  was  slightly  higher  then  the  other  regions  with  74%  of  consumers  stating  they  were  using  their  apps  one  or  more  times  per  day  vs.  71%  stating  the  same  in  Europe  and  65%  in  Asia.    There  were  also  some  differences  when  we  looked  at  how  long  on  average  consumers  were  using   apps.     Across   regions,   consumers   spent   nearly   34%   of   their   time   using  apps   for   1   or   more   hours   with   the   majority   (31%)   spending   10   –   30   minutes  using  apps.             7  
  8. 8.  Yet,   once   we   look   at   the   regional   picture   we   see   changes   in   terms   of   how   long  consumers  in  certain  regions  are  using  apps.    Americans  and  Asians  tend  to  be  heavier   users   of   apps   in   terms   of   the   duration   per   session   with   35%   of   US  consumers  using  apps  for  sessions  of  1  hour  or  more.    Asians  are  close  with  30%  using  apps  as  heavily.    However,  Europeans  have  shorter  sessions  with  only  22%  of  Europeans  spending  1  or  more  hours  using  their  apps.    We   also   thought   it   would   be   of   interest   to   measure   app   sessions   against   more  established   forms   of   media   such   as   TV.     Although   consumers   by   and   large   are  still   spending   more   time   watching   TV   versus   using   apps,   we   found   that   among  GetJar’s   app   consumers   the   difference   wasn’t   as   striking   as   we   would   have  thought.     In   fact   when   we   looked   at   moderate   users   as   defined   as   a   person  spending  31  minutes  to  an  hour  per  day  using  Apps  or  watching  TV,  the  numbers  were   nearly   identical   with   20.3%   watching   TV   for   that   period   of   time   vs.   23%  using  apps.      The  other  item  of  note  was  the  differences  in  the  genres  of  apps  used  in  different  regions.     Although   one   might   assume   consumers   are   typically   interested   in   the  same   type   of   apps   across   regions,   this   was   only   partially   true   in   the   resulting  survey.    Overall,  games,  social  networking,  productivity  and  entertainment  were  the  most  popular  categories  of  interest  when  we  asked  consumers  what  type  of  apps  they  found  most  useful  and  downloaded.       8  
  9. 9.    However,  we  found  some  interesting  differences  from  region  to  region  in  terms  of  what  consumers  were  downloading.    Notably,  Americans  seemed  much  more  interested   in   downloading   News,   Weather   and   Sports   apps   compared   to  consumers  in  other  regions.    Specifically  we  found:     • 46%   of   Americans   downloaded   and   used   Weather   apps   compared   to   34.5%  of  Europeans  and  only  20%  of  Asians   • Nearly   48%   of   Americans   downloaded   and   used   News   apps   vs.   40%   of   Europeans  and  36.7%  of  Asians   • Sports   was   markedly   more   important   in   the   Americas   and   in   Asia   with   21%  and  20%  respectively  of  consumers  using  sports  apps  compared  to   only  13%  of  Europeans  using  /  downloading  this  type  of  content.    One   final   point   of   difference   among   regions   was   consumers’   usage   of   Security  apps.     Undoubtedly,   this   will   likely   increase   in   the   US   given   recent   scares   with  malicious   Android   apps   but   one   item   of   note   was   how   little   interested   US   and  European   consumers   were   in   downloading   or   using   Security   apps   in   general.    Asians   seemed   to   place   a   fair   amount   of   importance   in   downloading   and   using  these  types  of  apps  with  nearly  39%  of  Asians  using  them.    In  contrast,  only  17%  of  Americans  and  18.6%  of  Europeans  showed  similar  interest.           9  
  10. 10.  Overall  interest  in  apps  by  genre  in  the  US  was  as  follows:        Lastly,  we  decided  to  try  and  also  gauge  what  consumers’  were  going  to  look  at  downloading   or   using   in   2011.     Across   all   three   regions   Productivity,   Games   and  Entertainment  came  out  strongly  with  the  US  and  Europe  giving  priority  to  the  first   two   genres.     In   Asia,   however,   Games   is   the   most   interesting   category   for  consumers   followed   by   Social   Networking   and   Entertainment.     This   makes  perfect  sense  and  further  reinforces  our  research  from  last  year  where  we  found  that  the  mobile  device  is  really  becoming  the  entertainment  and  communication  tool  of  preference  for  Asians.    Particularly,  when  one  looks  at  the  low  penetration  of  fixed  broadband  and  Internet  access  in  markets  like  Indonesia  and  India,  the  mobile  phone  becomes  the  logical  tool  of  choice.        In  cultures  like  that  of  India  and   Indonesia   where   the   family   and   the   concept   of   the   extended   family   are  culturally   more   important   then   in   the   US   and   Europe,   keeping   in   touch   with  loved  ones  is  vital  in  people’s  daily  lives.    It’s  important  to  keep  in  mind  that  apps  like  Facebook,  Twitter,  ebuddy  and  others  not  only  help  families  and  friends  stay  connected   but   also   help   families   keep   in   touch   with   others   living   abroad.     This   is  especially   the   case   when   considering   how   important   these   apps   are   at   keeping  the   cost   of   this   communication   to   a   minimum.     Sharing   photos,   sending   instant  messages   and   voice-­‐over-­‐IP   calls   are   all   extremely   inexpensive   for   consumers  when  compared  to  the  ordinary  cost  of  making  long  distance  calls.               10  
  11. 11.    When  are  consumers  using  apps?    One   of   the   things   we   were   interesting   in   discovering   was   whether   there   was   any  particular  difference  on  “when”  consumers  were  using  apps.    Did  the  time  of  day  or  the  day  of  the  week  make  a  difference?    Were  consumers  more  likely  to  use  apps  at  night  after  work  when  they  had  some  time?    Were  they  more  likely  to  use  apps  on  weekends  maybe  as  a  way  to  relax?        App   usage   by   day   really   didn’t   vary   significantly   as   we   can   see   from   the   chart  below.    App  usage  was  fairly  constant  with  70%  plus  of  users  using  apps  nearly  every   day.     As   we   would   have   anticipated   app   usage   was   slightly   higher   on  weekends   with   over   80%   of   consumers   using   apps   on   Saturday   and   Sundays.    When  we  looked  at  app  usage  across  regions  by  day  we  didn’t  find  anything  very  unusual  either.    The  only  thing  of  note  here  was  that  Americans  used  apps  more  consistently   day-­‐to-­‐day.     Over   79%   claimed   to   use   apps   nearly   every   day   and  85%  actually  used  apps  on  Fridays.          Subsequently  what  we  looked  at  was  whether  there  were  any  major  differences  regarding   the   times   of   the   day   when   consumers   used   apps.     Overall,   the   patterns  were   fairly   similar   with   usage   being   fairly   even   throughout   the   day   and  increasing   in   the   early   evening.       Two   interesting   differences   emerged   here.    First,   Americans   were   more   prone   to   use   apps   during   the   middle   of   the   day  (before,  during  and  right  after  lunch  time)  with  48%  saying  they  were  using  apps  during  this  time  of  the  day  compared  to  41%  of  Europeans  and  40%  of  Asians.    Second,  we  found  that  Asians  were  typically  more  likely  to  use  apps  late  at  night.       11  
  12. 12.  55%  stated  they  used  apps  late  at  night  compared  to  only  34%  of  Americans  and  Europeans.        Apps:  The  case  for  brands  and  advertisers    Naturally,  when  any  new  medium  comes  along  the  first  question  among  brands  and  advertisers  is  what  will  the  impact  of  this  medium  be  on  their  business?    Is  this  something  as  big  as  the  Internet  or  is  it  just  a  passing  fad.    What  we  see  here  is  clearly  that  apps  don’t  seem  to  be  going  away  anytime  soon.    If  anything  app  usage   as   measured   by   most   key   metrics   continues   to   soar.     Let’s   just   recap   some  key  data  taken  from  my  presentation  at  SXSW  last  week:     • Over  8  billion  downloads  done  last  year  alone   • More  then  600,000  apps  available     • Nearly  120  different  app  stores  available  globally   • 35%  of  Americans  used  apps  in  January  of  this  year  (Comscore)  –  up  3%   from  December  2010   • Almost  66M  Americans  had  smartphones  during  the  same  period    Lastly,  it’s  worth  noting  that  the  most  popular  apps  today  are  reaching  far  more  consumers  then  even  the  most  mainstream  TV  programs.    For  example,  Shazam  now   has   over   75   millions   users,   Angry   Birds   has   done   over   100   million  downloads  and  ebuddy    (the  popular  messaging  app)  has  done  over  60  million  downloads  on  GetJar  alone.           12  
  13. 13.  But   the   question   we   wanted   answered   was   “Ok,   but   what   does   this   mean   for  brands  and  advertisers?”    The  survey  clearly  showed  that  the  apps  world  presents  clear  opportunities  for  brands  and  agencies  but  also  several  important  challenges.    First,  it  wasn’t  clear  that   brands   have   that   many   natural   advantages   in   the   app   economy   vs.   non-­‐brands.    When  we  asked  consumers  how  often  they  downloaded  branded  apps,  43%   stated   either   “not   so   often”   or   “not   often”.     Less   then   6%   seemed   to  download   branded   apps   with   a   lot   of   enthusiasm.       However,   we   don’t   believe  this   is   due   to   consumers’   unwillingness   to   engage   with   branded   apps.     More  likely,   it   has   to   do   with   the   fact   that   many   brands   haven’t   properly   understood  how   to   engage   with   apps.     The   result   in   certain   cases   has   been   apps   that   don’t  necessarily   meet   consumers’   expectations.       Again,   the   research   seems   to   bare  this  out:      What   this   may   be   telling   us   is   that   consumers   aren’t   going   to   cut   brands   any  slack.    Although  72%  will  download  a  branded  app  if  it’s  high  quality,  nearly  80%  stated   that   the   quality   of   a   brand’s   app   can   make   it   more   trustworthy.    Intuitively,   this   can   also   have   the   reverse   effect.     Consumers   may   pick   a   branded  app  over  a  non  branded  one  but  they  will  also  expect  the  experience  to  be  better  and  the  quality  of  the  app  will  reflect  on  what  the  consumer  thinks  of  the  brand  on  mobile.    Asian  consumers  were  even  more  vocal  in  this  respect.    Although  a  higher   percentage   of   them   had   downloaded   branded   apps   (29%   vs.   19%   of  Americans   and   16%   of   Europeans),   84%   believed   the   quality   of   a   branded   app  made  the  brand  trustworthy.           13  
  14. 14.  The  good  news  for  brands  and  agencies  is  that  mobile  advertising,  particularly  in  applications,   seems   to   be   making   inroads   with   consumers.     To   try   and  understand   consumers’   perception   of   mobile   ads   we   asked   consumers   two   basic  questions:     Had   they   ever   downloaded   apps   with   ads   in   them   and   would   they   do  so  again.        Overall,   mobile   ads   seem   to   be   on   the   right   track.     Nearly   73%   of   consumers  surveyed  had  downloads  apps  with  ads  in  them.    In  the  US  this  was  even  more  pronounced   with   nearly   84%   of   respondents   giving   a   positive   response.     More  importantly,  almost  59%  of  respondents  admitted  that  they  would  so  again.    In  the   US   this   number   was   as   high   as   70%   indicating   that   consumers   were   both  more   familiar   with   mobile   ads   and   more   accepting   of   apps   using   this   business  model   as   a   way   to   monetize   their   content.     Interestingly,   Americans   were   also  more   open   to   seeing   their   favorite   apps   have   advertising   in   them   or   being  outright   sponsored   by   big   brand   with   73%   of   respondents   saying   they   were   fine  with  downloading  a  cool  app  that  was  sponsored  by  a  third  party.          Naturally,   seeing   an   ad   is   one   thing   but   actually   clicking   on   it   or   making   some  form   of   purchase   is   another   matter   entirely.     Here   again   the   news   was  encouraging.     25%   of   respondents   admitted   to   having   made   some   form   of  purchase  after  having  clicked  a  mobile  ad.    In  the  US,  where  mobile  advertising  is  perhaps  more  mature  and  a  bit  less  novel,  the  number  dropped  to  21%.    Asians  and   Europeans   showed   a   slightly   greater   propensity   to   make   a   purchase   after  having   clicked   an   ad   with   26%   of   consumers   in   both   markets   claiming   to   have  made  some  form  of  purchase  through  a  mobile  ad.               14  
  15. 15.  Discovery  and  App  Stores    With   over   600,000   apps   now   available   and   more   then   100   different   app   stores  available   never   has   discovery   been   more   a   challenge   for   consumers.     In   fact,  although   app   stores   get   the   lion’s   share   of   the   credit   for   discovery,   a   whole  industry  has  emerged  around  trying  to  enhance  discovery  for  consumers.    Again,  our   research   seemed   to   bear   out   some   of   the   different   ways   consumers  discovered  news  apps.      The   Internet   actually   turned   out   to   be   the   leading   way   in   which   consumers  discovered   apps   followed   by   App   Stores   as   a   distant   second.     Social   media   and  friends   accounted   for   the   3rd   most   common   way   to   discover   apps.     Mobile  advertising  also  clocked  in  7%  of  responses  although  how  effective  this  method  of   promoting   apps   is   remains   unproven   in   many   cases.     What   we   didn’t   see   from  the   research   is   whether   consumers’   use   of   “online”   included   online   variants   of  the   various   app   stores   out   there.     For   example,   it’s   far   easier   to   find   apps   on  iTunes  then  directly  on  your  iPhone.    Likewise,  Android  Market,  GetJar  and  Ovi  Store  all  have  online  versions  of  their  app  stores  to  help  facilitate  discovery.        One   marked   difference   in   the   US   was   that   consumers   seemed   to   rely   more   on  their  friends  or  family  for  finding  new  apps  with  20%  of  respondents  saying  that  recommendations  from  friends  had  helped  them  discover  new  apps.    This  was  in  contrast  to  Europe  and  Asia  whre  typically  recommendations  accounted  for  less  then  13%  of  the  way  people  discovered  apps.         15  
  16. 16.  That   consumers   are   using   other   tools   aside   from   App   Stores   to   find   new   apps  shouldn’t  necessarily  be  taken  as  a  sign  of  total  dissatisfaction  with  existing  app  stores   however.     Less   then   10%   responded   they   were   either   unhappy   or   very  unhappy  with  existing  stores  they  were  using  while  66%  said  they  were  either  very  content  or  content  with  their  current  app  store.        When  asked  what  aspects  of  their  current  app  store  consumers  didn’t  like,  they  responded   that   there   weren’t   enough   apps   (25%),   apps   were   too   expensive  (20%)  or  that  it  was  too  hard  to  find  apps  (19%).    By  and  large  what  continues  to  matter  most  to  existing  app  users  when  using  app  stores  is:     • Ease  of  search  (63%  of  respondents)   • The  number  of  free  apps  available  (65%  of  respondents)   • The  overall  number  of  apps  available  (63%  of  respondents)           16  
  17. 17.  Conclusions    App   usage   among   existing   consumers   seems   to   being   going   from   strength   to  strength   and   overall   industry   numbers   point   to   more   and   more   consumers  joining  the  app  bonanza  every  day.    That  said  clear  challenges  remain.        On  the  one  hand,  although  consumers  are  downloading  and  using  apps,  they  are  limiting  the  number  of  apps  they  really  engage  with.    Nearly  60%  surveyed  were  using   up   to   four   apps   per   week.     Yet   the   number   using   10   or   more   apps   was   a  low  as  10%.    This  means  that  consumers  will  tend  to  lock  onto  apps  that  really  serve   a   designed   purpose   (like   Maps,   Social   Networking,   a   particular   browser   or  a   specific   security   app).     Getting   and   staying   on   the   consumer’s   desktop   is  becoming  ever  more  challenging.        Second,  the  space  is  clearly  becoming  ultra  competitive.    Even  for  larger  brands  with  established  businesses.    Gone  are  the  days  when  you  could  simply  develop  an   iPhone   app,   dump   into   the   App   Store   and   rack   up   users.     Today   even  established   brands   need   to   build   quality   apps.     More   then   that:   they   need   to  routinely   maintain   and   update   these   apps   to   keep   consumers   interested.     As   if  this  wasn’t  enough,  brands  need  this  positive  experience  to  work  across  multiple  platforms.     Brands   should   keep   in   that   reaching   consumers   on   their   phones   is  more   then   just   cranking   out   a   cute   iPhone   app.     Consumers   are   literally   using  thousands   of   different   phones.     Android   alone   has   over   160   different   phones   out  their   now   and   more   then   ½   dozen   different   operating   system   versions.    Consumers  will  expect  a  positive  experience  independently  of  the  device  and  will  –   without   a   doubt   –   blame   the   brand   if   it   doesn’t   deliver   that   experience   they  expect  on  their  smartphone.        Third   discovery   is   and   will   continue   to   be   a   struggle.     However,   brands   can  ultimately  capitalize  on  this  given  their  marketing  experience  and  resources.    If  consumers   are   venturing   beyond   App   Stores   for   information   then   this   is   the  perfect   way   for   established   brands   to   reach   them.     By   leveraging   social   media,  existing   marketing   budgets   and   mobile   advertising   they   can   make   their   case   to  consumers  in  multiple  different  ways  as  long  as  they  deliver  a  robust  experience.        Finally,   this   survey   also   shows   that   we   truly   live   in   a   global   world   even   where  apps   are   concerned.     Consumers   use   apps   differently,   engage   with   brands  differently,   prefer   different   types   of   apps   and   even   react   differently   to  advertising.     This   makes   development   more   challenging   but   also   present  opportunities   for   global   brands   that   are   able   to   localize   their   offers   and   tailor  their  app  offering  to  the  particular  tastes  of  different  local  markets.        In  conclusion,  the  App  Revolution  is  here  to  stay.    Apps  are  not  only  changing  the  way   we   live   and   work   but   also   fundamentally   marking   a   paradigm   shift   in   the  way   we   engage   with   and   consume   content.     Apps   are   now   moving   beyond  smartphones   to   tablets,   computers   and   even   cars.     The   era   of   clicking   and  searching   is   slowly   but   surely   having   to   make   way   for   a   new   era   Tapping   and  Swiping.    This  change  will  have  profound  implications  not  just  for  mobile  content  but   for   the   way   in   which   brands   and   their   advertisers   engage   with   consumers     17  
  18. 18.  across  digital  media  in  general.    It’s  a  brave  new  world  and  it’s  time  for  the  big  folks  out  there  to  stop  dipping  their  toes  in  the  water.    The  water  is  nice  and  cool  now.    Why  not  simply  dive  in?      About  the  author    Patrick  Mork  is  Chief  Marketing  Officer  at  GetJar  (www.getjar.com)  where  he  leads  marketing,   PR,   and   developer   marketing   and   serves   on   the   company’s   executive  management  team.    Previously  he  spent  6  years  in  the  mobile  games  business  with  glu   mobile   and   I-­‐play.     Patrick   also   worked   in   strategy   consulting   at  Diamondcluster  and  spent  5  years  with  PepsciCo  in  Latin  America.    An  avid  fan  of  history,  politics  and  video  games  he  has  spoken  at  major  industry  events  including  SXSW,  CTIA,  Mobile  World  Congress,  The  Mobile  Marketing  Forum  in  New  York  and  Los   Angeles,   Ad:Tech,   OMMA   Global   and   has   appeared   on   both   CNBC   and  Bloomberg  TV  as  a  leading  expert  on  the  app  economy.    Patrick  holds  an  MBA  from  Insead   and   a   Bachelor   of   Science   for   the   Walsh   School   at   Georgetown   University.    For  more  visit  his  blog  here.                       18  

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