Consumers are now more likely to turn to mobile devices when connecting with businesses or other individuals online than they are to use desktop computers. And according to data from comScore, the vast majority of consumers’ time spent on their mobile devices is spent using mobile applications. There are so many different app categories and purposes to appeal to different mobile consumers. But what factors help to drive those mobile app users? We asked 1,000 respondents about their thoughts on mobile apps and different app categories.
In Ask Your Target Market’s latest online survey, 80% of respondents agreed that mobile apps seem to be gaining popularity. 55% said that they personally use mobile apps regularly. And the same amount of respondents, 55%, said they use mobile apps every day. 53% agreed that mobile apps make their lives easier. And 56% said that they are at least somewhat likely to download new mobile apps within the next year.
Mobile User Profile
Those who said that they use mobile applications regularly were, unsurprisingly, also likely to use mobile devices for a lot of different functions, from banking to playing games. But they were also likely to be fairly tech savvy in other ways, like being connected to multiple social media channels and watching videos and listening to the radio online. So for the companies looking to promote mobile apps, doing so using various forms of online media seems to be the most beneficial option, since those consumers weren’t as likely to take in media using more traditional methods.
There are several app categories that have become especially popular with consumers, including retail, entertainment and food. Currently, 48% of respondents have used retail mobile apps, while 38% are likely to use them within the next year. 50% have used mobile apps for entertainment, and 38% are likely to use them within the next year. And 27% have used food related apps, while 29% are likely to use them in the next year.
Those who have used mobile apps for retail seem to be those who are likely to buy upgraded versions of various products, like organic food and non-disposable products. Those who use entertainment apps appear to be more tech focused and socially active online. And food app users are likely to travel regularly and have busy lives, highlighting the need for apps that save them time when it comes to purchasing food.
Mobile apps for different purposes attract different types of customers. Retail app users seem to value getting good deals on products that they might not be able to find or afford in stores. Entertainment app users like being able to get the latest tech features and access all of their different entertainment options quickly. And food app users value the ability to save time in their busy lives. Highlighting these different benefits and features online and in mobile media is essential for all companies that want to promote their own mobile apps. But the specific avenues businesses choose should depend more on the purpose and benefit of each app. For instance, an entertainment app could do well by using video ads that air before YouTube videos. But food app users might not have as much time to pay attention to online videos. Instead, promoting the app on a travel website known for helping users save time booking their trips could be more aligned with those specific customers.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 24-25 via AYTM’s online survey panel.