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