1. MOBILE
MILLENNIALS
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24
Q1
2012

2. BACKGROUND
&
METHODOLOGY
BACKGROUND
BUZZMEDIA
Labs
partnered
with
Research
Now
to
explore
the
digital
habits
of
U.S.
young
adult
consumers
(aged
18-­‐24)
who
currently
own
a
Smart
Phone
or
Tablet.
METHODOLOGY
• Fielded
in
Q4
2011
and
had
510
total
respondents
• Equally
weighted
between
males
and
females

3. EMERGENCE
OF
THREE
CONSUMER
SEGMENTS
Smartphone
Soloists
Tablet
TrendsePers
Mobile
Mavens
Only
own
a
Smartphone
Only
own
a
Tablet
Computer
Own
Smartphone
&
Tablet
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

4. KEY
FINDINGS
MOBILITY
=
EMPOWERMENT
• Mobility
empowers
millennials
to
connect,
communicate
&
consume
content
everywhere
• Young
adults
use
devices
to
go
online
and
enjoy
benefits
of
mobility
to
access
content
• Millennials
use
Smart
Phone
or
Tablet
(someames
both)
to
connect,
communicate
&
consume
MORE
DEVICES
=
MORE
CONSUMPTION
• Tablet
Trendsebers
&
Mobile
Mavens
download
apps
and
stream
more
entertainment
content
• Tablet
Trendsebers
&
Mobile
Mavens
more
likely
to
stream
entertainment
content
• Tablet
Trendsebers
&
Mobile
Mavens
66%
more
likely
to
have
21+
apps
on
their
device
ENTERTAINMENT
RULES
PAID
APP
LANDSCAPE
• Gaming,
Pop
Culture
&
Social
Networking
rule
the
paid
app
landscape
• 74%
of
respondents
indicated
games
are
their
favorite
apps
• Music,
Social
Networking
&
entertainment
(movies
&
TV)
apps
rounded
out
the
top
4
• Proving
that
life
isn’t
all
fun
and
games,
producavity
apps
came
in
5th
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

5. MOBILE
CONTENT
CONSUMPTION
Social
Media
&
Communicaaon
account
for
nearly
half
of
mobile
web
consumpaon.
Among
content,
News
&
Entertainment
are
the
most
consumed
categories.
70
News
11.5%
8.9%
Entertainment
8.9%
60
50
12.1%
40
Tablet
Trendsebers
and
Mobile
21.9%
Mavens
spend
more
ame-­‐
30
Content
consuming
entertainment
Search
content
(21%
more
likely)
and
20
Email/IM
playing
games
(55%
more
likely)
than
Smartphone
Soloists
10
23.6%
Social
Media
0
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

6. NUMBER
OF
APPS
ON
DEVICE
Nearly
40%
of
respondents
have
20+
apps
on
their
device.
Men,
tablet
owners
&
mulaple
device
owners
are
more
likely
to
have
21+
apps.
61%
Tablet
Trendsebers
and
Mobile
Mavens
are
66%
more
39%
likely
to
have
21+
apps
on
their
device
than
Smartphone
Soloists.
Men
are
25%
more
likely
to
have
21+
apps
on
their
mobile
1-­‐20
Apps
21+
Apps
devices
than
women.
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

7. APP
USAGE:
HOURS
PER
WEEK
42%
of
respondents
spend
6+
hours
per
week
using
downloaded
apps.
7%
of
heavy
app
engagers
spend
over
15
hours
per
week
using
downloaded
apps.
48%
7.2%
of
respondents
spend
15+
hours
per
week
using
apps
42%
Tablet
Trendsebers
and
Mobile
Mavens
are
41%
more
likely
to
spend
6+
hours
per
week
using
apps
than
Smartphone
Soloists.
1-­‐5
Hours
6+
Hours
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

8. HOW
MANY
APPS
ARE
PAID?
Nearly
half
(46%)
of
respondents
said
that
between
1-­‐20%
of
their
downloaded
apps
were
paid
apps.
Another
17%
of
app
owning
respondents
indicated
that
over
20%
of
their
download
apps
were
paid.
%
OF
RESPONDENTS
THAT
PAY
FOR
APPS
46%
37%
17%
Do
Not
Pay
For
Apps
1-­‐20%
of
Downloaded
Apps
are
Paid
21%+
of
Download
Apps
Are
Paid
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

9. WHO
PAYS
FOR
APPS?
Owning
a
tablet
or
mulaple
devices
makes
consumers
more
likely
to
purchase
apps.
Men
are
more
likely
to
pay
for
apps,
and
more
likely
to
have
21+
paid
apps.
Tablet
Trendsebers
and
Mobile
Mavens
are
33.5%
more
likely
to
pay
for
apps
than
Smartphone
Soloists
Smartphone
Soloists
are
85%
more
likely
NOT
to
pay
for
apps
than
Tablet
Trendsebers
and
Mobile
Mavens.
Men
are
18.4%
more
likely
to
pay
for
apps,
and
are
95%
more
likely
to
have
21%+
paid
apps
than
women
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

10. APP
PURCHASE
MOTIVATIONS
Access
to
addiaonal
or
beber
content
in
the
paid
version
was
primary
moavaaon
for
purchase.
17%
were
lured
to
the
paid
version
by
the
promise
of
less
or
no
adverasements.
Tablet
owners
and
mulaple
device
owners
were
more
likely
to
pay
for
apps
to
avoid
ads.
63%
PRIMARY
MOTIVATION
FOR
PURCHASING
PAID
VERSION
Tablet
Trendsebers
and
Mobile
Mavens
are
48%
more
likely
to
pay
for
apps
to
avoid
17%
adverasements
than
14%
Smartphone
soloists.
Ability
to
access
Less
or
No
Adverasing
Exclusive
Access
to
addiaonal/beber
content
Content
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

11. APP
PURCHASE
PRICE
POINTS
$0.99-­‐2.99
is
the
price
point
for
paid
apps
(across
all
categories).
Men,
Tablet
owners
&
mulaple
device
owners
were
more
likely
to
pay
$3+
73.5%
HIGHEST
PRICE
WILLING
TO
PAY
FOR
APP
Tablet
Trendsebers
and
Mobile
Mavens
are
58%
more
likely
than
Smartphone
Soloists
to
pay
over
$3.
18%
8.5%
Men
68%
more
likely
than
women
to
pay
$3+
$0.99-­‐$2.99
$3.00-­‐$4.99
$5.00+
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

12. MOST
POPULAR
GENRES:
PAID
APPS
Games
are
by
far
the
most
popular
paid
apps
among
young
adults
61%
of
respondents
have
purchased
Entertainment
(music,
movies
&
TV)
apps
MOST
POPULAR
GENRES
FOR
PAID
APPS
18%
Producavity
Movies
&
TV
Apps
23.3%
Social
Networking
30.5%
Music
Apps
38%
Gaming
Apps
74%
0
10
20
30
40
50
60
70
80
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

13. APP
PURCHASE
BY
GENRE
Men:
More
likely
than
women
to
purchase
business,
finance,
games,
music,
sports,
&
ualiaes
Women:
More
likely
than
men
to
purchase
entertainment,
fitness,
lifestyle,
medical,
social
&
travel
BUSINESS
FINANCE
GAMES
MUSIC
SPORTS
UTILITIES
ENTERTAINMENT
FITNESS
LIFESTYLE
MEDICAL
SOCIAL
TRAVEL
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

14. APP
PURCHASES
BY
SEGMENT
Smartphone
Soloists:
More
likely
to
pay
for
fitness,
lifestyle,
navigaaon,
photo
&
video
&
social
Tablet
TrendsePers
&
Mobile
Mavens:
More
likely
to
pay
for
business,
educaaon,
games,
producavity,
ualiaes
and
weather.
FITNESS
LIFESTYLE
NAVIGATION
PHOTO/VIDEO
SOCIAL
BUSINESS
EDUCATION
GAMES
PRODUCTIVITY
UTILITIES
WEATHER
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

15. SUMMARY
MOBILITY
MORE
DEVICES
ENTERTAINMENT
=
=
RULES
PAID
APP
EMPOWERMENT
MORE
CONSUMPTION
LANDSCAPE
BUZZMEDIA
“MOBILE
MILLENNIALS:
DEVICE
OWNERSHIP
&
APP
PREFERENCES
OF
U.S.
ADULTS
AGED
18-­‐24”
Q1
2012

16. ROB
MCLOUGHLIN
SVP,
CONSUMER
INSIGHTS
EMAIL:
RMCLOUGHLIN@BUZZ-­‐MEDIA.COM
WWW.BUZZ-­‐MEDIA.COM
FOLLOW
US
ON
TWITTER:
@BUZZMEDIA
AND
@BUZZMEDIALABS