The Data Digest: Which Type Of Apps Do Europeans Download Most?

Reineke Reitsma

My colleague Thomas Husson wrote a report last year in which he looked at ”The Future Of Application Stores.” Overall, uptake of apps is limited: Only 15% of European smartphone owners report downloading an app on a monthly basis. By contrast, 64% of European iPhone users download apps on a monthly basis. Looking at what consumers are interested in most, Forrester's Technographics® data shows that games, music, weather, news, and social networking top the list for both iPhone and other smartphone users.

Companies that want to develop a mobile strategy should begin with a solid understanding of how mobile-advanced their brand's consumers are and will be. Mobile Technographics® places consumers into groups based on their mobile phone usage. The groups are defined by the extent to which the mobile phone user has adopted mobile data services, the frequency of use of these services, and the level of sophistication in the mobile applications he or she uses.

The Data Digest: Which Consumers Use Mobile Apps?

Reineke Reitsma

Despite the early success of the Apple App Store, the market for mobile applications is still in its infancy. Many players haven't really launched or marketed their offerings yet, but the market is already crowded, with around 80 would-be application stores available worldwide as of June 2010. On the other side there's the consumer interest. Last week Nielsen published its State of the Mobile Apps 2010 report that showed that as of June 2010, 59% of smartphone owners report having downloaded a mobile app in the last 30 days. But a recent study of the Pew Internet and American Life Project shows that “Having apps and using apps are not synonymous.”

However, companies that want to develop a mobile strategy should begin with a data-based understanding of how mobile-advanced their brand's consumers are and will be. Mobile Technographics® places consumers into groups based on their mobile phone usage. The groups are defined by the extent to which the mobile phone user has adopted mobile data services, the frequency of use of these services, and the level of sophistication in the mobile applications he or she uses.

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