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The majority of mobile app users do not download paid apps, while the abundance of free apps now available has filled mobile marketplaces with a plethora of options. Getting consumers engaged with an app is only half the battle – drawing revenue from that engagement may be an even greater challenge. While mobile apps can focus on users who are most likely to pay for features, the value of free users should not be ignored, as these consumers will help to build awareness among their friends and other connections.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market factors
Figure 1: Number of paid vs free app downloads, June 2014
Google, Facebook, Yahoo lead in monthly unique visitors
Figure 2: Top 10 mobile apps by monthly unique visitors (in thousands), June 2014
The consumer
Most popular categories of apps
Figure 3: Types of mobile apps used, August 2013-March 2014
More than one third of app users know what they’re going to download before browsing
Figure 4: Mobile app discovery habits, June 2014
One fourth of consumers frustrated by in-app ads
Figure 5: Receptiveness to in-app advertising, by age, June 2014
Behavior a key driver of receptiveness to ads
Figure 6: Use of in-app advertising for app discovery, by paid and free app downloads, June 2014
What we think
Issues and Insights
Free vs paid app downloads
The issues
The implications
Competing for app users’ limited time
The issues
The implications
The hardware fragmentation problem
The issues
The implications
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