App meter q2 2011

App
Meter
–
Q2
2011

Emerging
patterns
in
consumption
in
the
mobile

app
economy

Patrick
Mork

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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