ThinkNow Mobile App Report 2018
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The ThinkNow Mobile App Trends Report 2018 provides insights into how Americans use and view mobile applications, highlighting that nearly 90% of adults own a smartphone and over half own a tablet. Key findings indicate that younger users frequently download apps to share with others, and social networking apps are the most commonly used. Overall, a significant proportion of users consider their apps important in daily life, with peak usage occurring between 6 PM and 9 PM.
ThinkNow Mobile App Report 2018
- 2. 2 ThinkNow Mobile Apps Report Survey Method Field Timing 303 Hispanics 515 Hispanics 1,311 Total Market Plus Teen Augment Base Sizes › Online via ThinkNow Research’s Omnibus Study Regional Coverage › National Screening Criteria 258 Non-Hispanic Whites 258 African- Americans 280 Asian- Americans › Total Market: 18-64 years of age › Teens: 13-17 years of age› April, 2018 MethodologyWhat is it? ThinkNow Mobile Apps Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The study looks at Americans as a whole and by key subgroups such as age group and race/ethnic segments. 250 Teens (13-17)
- 3. 3 Who We Are An authority on creating and managing research products that help clients gather insights about rapidly changing consumer segments. Conduct online, behavioral, in-person and telephone research. Research experience specifically in the Hispanic, African American, Asian and Total markets. Experience in hard-to reach demographic sub-groups. Only full-service market research company that owns & operates an in- house Hispanic panel. Servicing Fortune 500 clients, ad agencies, non- profits and other market research companies.
- 4. 4 Our Services QUANTITATIVE QUALITATIVE MIXED MODE info@thinknowresearch.com 818-843-0220 www.thinknowresearch.com ONLINE MARKET RESEARCH COMMUNITIES CONCEPT AND COPY TESTING ADVERTISING EFFECTIVENESS BEHAVIORIAL TRACKING WEBSITE USABILITY STUDIES OMNIBUS SURVEYS ATTITUDES & USAGE BRAND TRACKING PRODUCT TESTING ONLINE & OFFLINE QUALITATIVE ONLINE PANEL INTERCEPTS PHONE
- 5. 5 Key Findings • Nearly 9-in-10 American adults own a smartphone; over half own a tablet. • The majority of mobile device users download applications at least once a month. A smaller share (49%) remove apps from their devices once a month or more often. • Younger people are more likely to download an app to share with others, or to download an app for someone else to use. Mobile device owners have an average of 27 total apps across all of their devices. • Social networking apps are the most commonly downloaded and used applications. Other very popular apps include weather, map/navigation/search and games. • Users access their apps an average of 8x a day. Teens and Millennials access their apps significantly more often than their older cohorts. Peak period is between 6pm – 9pm. • Users feel that their apps are either very important or helpful in their everyday lives. Only 14% say their apps are only for entertainment; not that important. • Approximately one-third of Hispanic users are likely to download Spanish- language apps.
- 6. 6 Smartphone/Tablet Ownership A1. Which of these products do you own? Base: Total sample Over 8 out of 10 American adults own a smartphone and over half own a tablet. • Women are more likely than men to own either device. • Asians are the most likely to own a tablet. • Teens over-index on tablet ownership. Letters indicate statistically significant difference (95% confidence) 85% 85% 86% 81% 80% 89% 88% 84% 82% 88% Total Market (18-64) Millennials (18-34) Gen X (35-54) Boomers (55-64) Men Women Hispanics Whites African- Americans Asians (A) (B) (C) (D) (E) (F) (G) (H) (I) (1,311) (597) (476) (238) (646) (665) (515) (258) (258) (280) 57% 57% 62% 50% 51% 64% 62% 56% 59% 69% Total Market (18-64) Millennials (18-34) Gen X (35-54) Boomers (55-64) Men Women Hispanics Whites African- Americans Asians (A) (B) (C) (D) (E) (F) (G) (H) (I) 597 476 238 646 665 515 258 258 280 Own a Tablet D GH D Own a Smartphone Teens 86% Teens 67% Base size → Base size →
- 7. 7 Letters indicate statistically significant difference (95% confidence) A3. About how often do you download a new app to your mobile device(s)/delete apps from your device? Base: App Users The majority of mobile device owners download a new app at least once a month. Frequency of Downloading/Deleting Apps 61% 67% 60% 68% 49% 27% 30% 26% 31% 22% Total Market (18-64) Hispanics Whites African Americans Asians Once a month or more Once a week or more D D D 49% 58% 46% 59% 34% 23% 25% 22% 29% 13% Total Market (18-64) Hispanics Whites African Americans Asians Downloading Apps Deleting Apps D D D Once a Month +: Teens: 83% Millennials: 74% Gen X: 59% Boomers: 39% Once a Month +: Teens: 75% Millennials: 61% Gen X: 45% Boomers: 34% • Teens and Millennials are the most active in terms of downloading and deleting apps. • Asians are less active than other racial/ethnic groups. (A) (B) (C) (D) (1,151) (457) (216) (221) (257) (A) (B) (C) (D) (1,151) (457) (216) (221) (257)Base size →
- 8. 8 Letters indicate statistically significant difference (95% confidence) A4A. In the past 12 months, have you downloaded an app so that you can share and use it with other people? A4B. In the past 12 months, have you downloaded an app for someone else to use (you yourself do not use it)? Base: App Users Younger users are significantly more likely to download an app to share with others, or to download an app for someone else to use. • Hispanics and African-Americans are more likely to download apps for this purpose compared to Whites and Asians. Downloaded Apps to Share/Use With Others 28% 39% 24% 14% 23% 32% 32% 26% 33% 24% 44% 59% 41% 24% 46% 43% 55% 40% 55% 43% Have Downloaded Apps For Someone Else to Use BC C GJ GJ Total Market Millennials (18-34) (A) Gen X (35-54) (B) Boomers (55-64) (C) Males (D) Females (E) Hispanics (F) Whites (G) African-Americans (H) Asians (J) BC C D GJ GJ Total Market Millennials (18-34) (A) Gen X (35-54) (B) Boomers (55-64) (C) Males (D) Females (E) Hispanics (F) Whites (G) African-Americans (H) Asians (J) 67% of Teens (13-17) download apps to share and use with other people. Hispanics are the most likely to download an app for a parent These apps are downloaded most often for children (1,177) (533) (430) (214) (560) (617) (465) (223) (229) (260) Base Size
- 9. 9 A2. In total, about how many Apps do you currently have on all of your devices? Base: App Users Mobile device owners average nearly 30 total apps across all devices. Average Number of Apps Across All Devices 27 27 27 26 25 29 27 27 30 24 Total Millennials (18-34) Gen X (35-54) Boomers (55-64) Men Women Hispanics Whites African- Americans Asians (A) (B) (C) (D) (E) (F) (G) (H) (J) (1,177) (533) (430) (214) (560) (617) (465) (223) (229) (260) • Except for a directional difference by gender, there are no significant differences across the key subgroups. Teens 29 Base size →
- 10. 10 All Categories of Apps on Device(s) – Total and by Gender A4. Which of the following categories of Apps do you currently have on your mobile devices (regardless of whether you use them or not)? Base: App Users - Total Market (n=1,151); Men (n=552), Women (n=599) Social networking apps are the most commonly downloaded. Apps for weather, map/navigation/search and games are also popular. • A number of app categories are more popular with women than men including social networking, shopping and health/fitness. Total Market (18-64) Men (X) Women (Y) 61% 80%X 59% 71%X 55% 69%X 56% 63%X 54% 61% 46% 65%X 47% 63% 40% 65%X 47% 50% 39% 42% 39% 43% 38% 38% 23% 44%X 20% 37%X 21% 33%X 21% 31%X 34%Y 15% 18% 29%X 20% 26% 17%Y 8% 1% 1%1% 12% 23% 24% 24% 26% 28% 29% 34% 38% 41% 41% 48% 53% 55% 56% 58% 60% 63% 65% 71% Other Business Travel Sports Education/Learning Food/Drink Dining/Restaurant Books Health/Fitness Video/Movies News Entertainment Banking/Finance Shopping/Retail Utilities Communication Music streaming Games Maps/Navigation/Search Weather Social Networking Letters indicate statistically significant difference (95% confidence) More Hispanics have communication apps than other ethnic/racial groups: Hispanics 64%, Whites 52%, AA 57%, Asians 52% Asians are most likely to have travel apps: Hispanics 24%, Whites 22%, AA 23% Asians 34%
- 11. 11 All Categories of Apps on Device(s) – by Age Group A4. Which of the following categories of Apps do you currently have on your mobile devices (regardless of whether you use them or not)? Base: App Users - Teens (n=229), Millennials (n=520), Gen X (n=424), Boomers (n=207) The types of apps that people have on their devices differ by age group. • Social networking, music, game and entertainment are more common among younger audience groups. • Weather, maps and news are more popular among 55+ year old’s. Letters indicate statistically significant difference (95% confidence) 13% 51% 26% 27% 24% 43% 32% 32% 19% 25% 56% 57% 65% 35% 68% 37% 59% 59% 59% 68% 10% 16% 17% 23% 26% 27% 28% 29% 29% 30% 41% 45% 47% 50% 51% 56% 61% 73% 76% 77% Business Banking/Finance Travel Dining/Restaurant Food/Drink News Health/Fitness Books Education/Learning Sports Shopping/Retail Utilities Maps/Navigation/Search Entertainment Weather Video/Movies Communication Games Music Streaming Social Networking 11% 48% 19% 27% 33% 33% 41% 32% 31% 24% 53% 56% 56% 55% 59% 49% 60% 66% 67% 80% Teens (13-17) (A) Millennials (18-34) (B) Gen X (35-54) (C) Boomers (55-64) (S) 13% 42% 25% 29% 17% 51% 24% 17% 18% 23% 48% 49% 70% 26% 72% 18% 40% 49% 38% 59% DCD A AB CD A AB CD AB AB CD CD A A A CD CD D A A D D D D D D D A AD CD CD
- 12. 12 Letters indicate statistically significant difference (95% confidence) A8. On an average day, about how many times do you use an app? Base: App Users Number of Times Access Apps Per Day Adults use their apps an average of eight times per day. 8.3 10.5 7.7 5.5 8.0 8.6 8.4 8.4 8.9 7.3 Total Millennials (18-34) Gen X (35-54) Boomers (55-64) Men Women Hispanics Whites African- Americans Asians (A) (B) (C) (D) (E) (F) (G) (H) (J) (1,151) (520) (424) (207) (552) (599) (457) (216) (221) (257) B J B • Teens and Millennials use their apps significantly more often than their older cohorts. Teens 9.4 Base size →
- 13. 13 A9. During what times of the day do you normally use apps? A10. When are you most likely to use an app? Base: App Users – Total Market (n=1,151); Teens (n=229), Millennials (n=520), Gen X (n=485), Boomers (n=207) Daily App Usage – Total and Age Group People use their apps virtually all day along; the peak period is between 6pm and 9pm. • In general, Millennials tend to use apps the most throughout the day. 0% 10% 20% 30% 40% 50% 60% 70% 80% 6am-9am 9am-Noon Noon-3pm 3pm-6pm 6pm-9pm 9pm-Midnight Midnight-6am Total Market (18-64) Millennials (18-34) Gen X (35-54) Boomers (55-64) Teens (13-17)
- 14. 14 A9. During what times of the day do you normally use apps? A10. When are you most likely to use an app? Base: App Users – Hispanics (n=457), Whites (n=216), African-Americans (n=221), Asians (n=257) There are no significant differences in app usage throughout the day among the racial/ethnic segments. 0% 10% 20% 30% 40% 50% 60% 70% 80% 6am-9am 9am-Noon Noon-3pm 3pm-6pm 6pm-9pm 9pm-Midnight Midnight-6am Hispanics Whites African-Americans Asians Daily App Usage – By Race/Ethnicity • There are no significant differences by gender either.
- 15. 15 Total Market (18-64) Millennials (18-34) (A) Gen X (35-54) (B) Boomers (55-64) (C) Hispanics (D) Whites (E) African- Americans (F) Asians (G) 45% 37% 36% 39% 39% 49%D 44% 39% 49% 55%A 46% 47% 41% 47% 16% 14% 9% 15%J 14% 10% 9% 40% 47% 14% My apps are a very important part of my daily life My apps are helpful, but I can go without them My apps are mostly for entertainment, they are not important Letters indicate statistically significant difference (95% confidence) A11. Which statement best describes you best in regards to the apps you have? Smartphone/tablet owners that have Apps on their devices: Base: App Users - Total Market (n=1,151), Hispanics (n=457), Whites (n=216), African Americans (n=221), Asians (n=257); Millennials (n=520), Gen X (n=485) and Boomers (n=207) Importance of Apps in Daily Life 4 out of 10 mobile device owners say their apps are a very important part of their daily lives. • Only 14% say their apps are just for entertainment and not really important. • African-Americans consider their apps more important than other racial/ethnic groups. • Overall, Teens place the most importance on their apps. No significant difference by gender 66% of Teens (13-17) say their apps are an important part of their daily life.
- 16. 16 Letters indicate statistically significant difference (95% confidence) A12. Which statement best describes you best in regards to the apps you have? A12a. Of all the apps you have, would you say that…? A13. How likely would you be to download a Spanish-language app if the content was interesting/useful to you? Base: Hispanic App Users – Total (n=460), Less (n=89), Bicultural (n=234), High (n=127) Spanish-Language App Usage Among Hispanics Overall, approximately one-third of adult Hispanic device owners use Spanish-language apps. 32% 59% 31% 5% Total Hispanics Spanish-Dom (A) Bilingual (B) English-Dom (C) BC C 21% 32% 4% 31% 29% 38% 48% 39% 58% 100% Total Hispanics Spanish-Dom (A) Bilingual (B) English-Dom (C) All/Most in English About half are English and half are Spanish All/Most in Spanish Have Spanish-Language Apps on Device(s) Spanish vs. English Language Apps AB BC B • The majority of Spanish-Dominant Hispanics say they have Spanish-language apps. 63% 81% 62% 42% 32% 54% 28% 12% Total Hispanics Spanish-Dom (A) Bilingual (B) English-Dom (C) Very/Somewhat Likely Very Likely Likelihood to Download Spanish-Language Apps BC BC C C
- 17. 17 Demographics
- 18. 18 Hispanics (A) Whites (B) African-Americans (C) Asian-Americans (D) Base size 515 258 258 280 Female 49% 50% 52% 53% Age Millennials (18- 34) 45% 34% 41% 40% Gen X (35-54) 43% 42% 41% 44% Boomers (55-64) 12% 24% 18% 16% % Married 42% 49% 28% 52% % with one ore more children 41% 28% 35% 32% % Employment 59% 63% 56% 60% % College Graduate or More 35% 44% 28% 64% % Foreign Born 40% 6% 6% 59% % Parent Foreign Born 76% 19% 19% 88% Median Annual HH Income $46K $64K $38K $84K Sample Profile
- 19. 19 Letters indicate statistically significant difference (95% confidence) Teens (13- 17) Base size 252 Female 50% Ethnicity Whites 50% African-Americans 15% Hispanics 25% Asians 10% % Foreign Born 10% % Parent Foreign Born 33% Sample Profile