1400 mobile colleen fahey rush
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LOVE ’EM OR LEAVE ’EM: ADOPTION, ABANDONMENT AND THE APP-ADDLED CONSUMERCOLLEEN FAHEY RUSHEVP AND CHIEF RESEARCH OFFICERMTV NETWORKS
BURNING QUESTIONS
How are apps changing our lives?
Where’s the line between app love and abandonment?
HOW ARE APPS CHANGING OUR LIVES?
Be: Create me moments
Do: Make everyday life better
Experience: Provide a window onto new worlds
Apps help us:
THE APP-ADDLED CONSUMER
“I would rather give up sports than my phone.”
–Jake, 15
“If I were to say, Rachel, I’m sorry, but you’re not going to be able to use your iPod for the next month, what would that be like?” “That would hurt my feelings!” –Rachel, 13
“I probably wouldn’t be able to function if I didn’t have the apps that are available to me now.” –Jazmine, 21
APPS: WOULD YOU RATHER…?
APPS: WOULD YOU RATHER…?
Top 5 things men and women would consider giving up for a year instead of giving up access to their mobile apps
Q19 - How willing would you be to give up apps for a year compared with the following things? I would rather give up ___________ than give up apps.(3-point scale, top 2 box shown) n=1309
Chocolate 65%
My favorite reality show 77%
My favorite news source 69%
Coffee 68%
Soda 64%
MEN
My favorite reality show 63%
The Super Bowl 79%
My favorite news source 68%
Soda 68%
Coffee 62%
WOMEN
THE APP-ADDLED CONSUMER IS…
Less tolerant of boredom
Addicted to instant gratification
More spontaneous
Interactive and participatory
Informed, confident, empowered
THE LIFE CYCLE OF AN APP IN FOUR STAGESWHAT MAKES AN APP TRULY ADDICTIVE?
ABANDONMENT
LONG-TERM USAGE
OR
ABANDONMENT
THE LIFE CYCLE OF AN APP IN FOUR STAGES
ADOPTION TRIALDISCOVERY
DISCOVERY
Person to person: Word of mouth plays a critical role
Q25 - When discovering new entertainment and gaming apps, how important are each of the following in your decision to download or purchase? (3-point scale, top box shown) n=1309
Seeing a friend/someone I know use a particular app
42%
Recommendations from a friend/someone I know
53%
User reviews or recommendations 52%
Browsing the iTunes App Store/Android Market 47%
The app meets a need I have – I am deliberately searching for something to fill this need 42%
ADOPTION (FREE)
A high volume of positive app ratings is key for free app downloads
Q27 – When deciding whether to download free entertainment and gaming apps, which of the following are the most important factors in your decision? n=1309
The app sounds good from the description (features, functions, etc.) 42%
There are a high number of sufficiently positive ratings
50%
The app was personally recommended to me by someone I trust 43%
The app was on a top 25 list in the App Store/Android Market 35%
89% of participants said, “When apps are free, I think ‘why not try it out?’”
ADOPTION (PAID)
Free/lite version is 2nd most important factor after price
Q26 - When deciding whether to download paid entertainment and gaming apps, which of the following are the most important factors in your decision? n=1309
The app meets a need I have 41%
The price is right for me 63%
The app has a free or lite version I can try first 49%
There are a high number of positive ratings 42%
The app was personally recommended by someone I trust 37%
TRIAL
Q14 - To what extent do each of the following statements about how you use mobile apps describe you? (4-pt scale, top 2 box shown) n=1309Q25a_A – I usually use an [entertainment or gaming] app ____ time(s) before deciding whether to keep it or toss it. n=640, 669
Roughly half of participants use a TV or Gaming app 2 to 3 times before deciding whether to keep it or toss it.
TO LOVE OR LEAVE?
General Apps:
Q14 - To what extent do each of the following statements about how you use mobile apps describe you? (4-pt scale, top 2 box shown) n=1309Q25a_A – I usually use an [entertainment or gaming] app ____ time(s) before deciding whether to keep it or toss it. n=640, 669`
I often replace old apps as soon as I find new ones with better functionality or features 78%
I often keep apps on my phone that I haven't used in a while 74%
I often replace old apps as soon as I find new ones that are more visually appealing
61%
TV APPSA CLOSER LOOK:
TRIAL: TV APPSNearly half of TV app users engage several times a day for more than 10 min. per session
Q25a4_E – I use my favorite [entertainment or gaming app] ____. n=640, 669Q25a5_F – I usually use my favorite [entertainment or gaming app] for ____ at a time. n=640, 669Q25ea2_C - Think about an [entertainment or gaming app] that was one of your favorites in the past 3 months. I used this app for _____ before deleting it or not using it anymore.
FREQUENCY
Once a week or less
9%A few times a week26%
Once a day22%
Several times a day44%
I use my favorite TV app…
Less than 1 minute
4%1-5 minutes
24%6-10 minutes
27%More than 10 minutes
45%
I use my favorite TV app for…
DURATION …at a time.
1-3 weeks
22%1-2 months
19%3-6 months
20%6 months – 1 year
11%A few days
16%
11%More than 1 year
SHELF LIFE
I used this app for…
…before deleting it.
LONG-TERM USAGE: TV APPS – WHY WE LOVE THEM
Ease of use, constant new content and aesthetics/feel drive TV app loyalty
Q28 - Think about your favorite [entertainment or gaming app]. What are some of the reasons this app has kept you interested and coming back for more? n=640, 669
Regular update/new features added 45%
Easy to use 79%
Constant stream of new content 55%
Has a great look and feel 52%
My friends use it as well 37%
Offers exclusive content 36%
ABANDONMENT: TV APPS – WHY WE LEAVE THEM
Better alternatives and insufficient content drives most TV app abandonment
Q29 - Think about an [entertainment or gaming app] that you have downloaded/purchased in the past 3 months but deleted / eventually stopped using. What are some of the reasons you abandoned this app? n=640, 669
Not enough new content after a while 39%
There were better alternatives available 55%
I lost interest 50%
Not enough content/gameplay available 42%
ABANDONMENT: TV APPS – WHAT HAPPENS NEXT
Entertainment apps are much more likely to be replaced, indicating that they play a specific role that is valuable to the user
Q25a1_B - Usually, if I decide I don’t like an [entertainment or gaming app] I _______. n=640, 669
Leave it on my device and look for replacement
8%
Delete it and look for replacement 51%
Delete it and don't look for replacement 29%
Leave it on my device and don't look for replacement
13%
GAMING APPSA CLOSER LOOK:
TRIAL: GAMING APPSHalf of gaming app users engage several times a day for more than 10 min. per session
FREQUENCY
Once a week or less
4%A few times a week
23%Once a day23%
Several times a day49%
I use my favorite Gaming app…
Less than 1 minute
1%1-5 minutes
20%6-10 minutes
29%More than 10 minutes
50%
I use my favorite Gaming app for…
DURATION …at a time.
1-3 weeks
11%1-2 months
25%3-6 months
24%6 months – 1
year
16%More than 1 year
17% 7%
A few days
SHELF LIFE
I used this app for…
…before deleting it.
Q25a4_E – I use my favorite [entertainment or gaming app] ____. n=640, 669Q25a5_F – I usually use my favorite [entertainment or gaming app] for ____ at a time. n=640, 669Q25ea2_C - Think about an [entertainment or gaming app] that was one of your favorites in the past 3 months. I used this app for _____ before deleting it or not using it anymore.
LONG-TERM USAGE: GAMING APPS – WHY WE LOVE THEM
Challenging gameplay, ease of use, feel of the gameplay and the app’s look drive gaming app loyalty
Q28 - Think about your favorite [entertainment or gaming app]. What are some of the reasons this app has kept you interested and coming back for more? n=640, 669
Has a great look/feel 54%
It’s challenging 75%
Easy to use 73%
Gameplay is good/game feels right 70%
My friends use it as well 39%
Allows me to escape 36%
ABANDONMENT: GAMING APPS – WHY WE LEAVE THEM
Loss of interest and insufficient gameplay drives most gaming app
abandonment
Q29 - Think about an [entertainment or gaming app] that you have downloaded/purchased in the past 3 months but deleted / eventually stopped using. What are some of the reasons you abandoned this app? n=640, 669
Not enough content/gameplay available 30%
I lost interest 77%
Not enough new content after a while 45%
There were better alternatives available 31%
ABANDONMENT: GAMING APPS – WHAT HAPPENS NEXTGaming apps are about equally likely to be replaced as they are to simply be deleted
Q25a1_B - Usually, if I decide I don’t like an [entertainment or gaming app] I _______. n=640, 669
Leave it on my device and look for replacement
10%
Delete it and don’t look for replacement 41%
Delete it and look for replacement 39%
Leave it on my device anddon't look for replacement 10%
WHERE’S THE LINE BETWEEN LOVE & ABANDONMENT?
MOST IMPORTANT ATTRIBUTES: FUN & UTILITY
Q13 – How important are each of the following characteristics in an app? (3-point scale, top box shown) n=1309Q14 - To what extent do each of the following statements about how you use mobile apps describe you? (4-pt scale, top 2 box shown) n=1309
75% said it is very important that an app “is entertaining or fun to use”
62% said it is very important that an app “feels good” in terms of its touch screen feel
50% said it is very important that an app “constantly has new things for me to see, read or do”
83% said “I’m often surprised at how useful an app can become even if I don’t initially think it is something I need”
LOVE ’EM OR LEAVE ’EM: ADOPTION, ABANDONMENT AND THE APP-ADDLED CONSUMERCOLLEEN FAHEY RUSHEVP AND CHIEF RESEARCH OFFICERMTV NETWORKS