App obsessed Brits
The UK's love affair with mobile applications shows no sign of abating as a fifth of all users download more apps than they did six months ago.
According to research agency GfK NOP, a study of over 1,100 smartphone users found the average consumer has 15 apps downloaded to their phone, using five daily. GfK even predicts mobile applications could take over from browsers as the main way people access the web as Britons continue to lap up the apps.
The firm believes the transitory nature of applications means, while the user normally only uses a third of their apps regularly, they will always have an appetite for more, with a quarter of smartphone consumers admitting they would consider keeping any number of apps on their phones.
While a fifth of users are only interested in applications if they are free, the survey suggests the majority of people are prepared to pay, with over half of those polled already shelling out for an application between the value of 50p and £5.
Users prepared to part with their cash for an application cite frequent use or a necessary service or function as the key reasons for paying. Interestingly, they did not place as much importance on paying for an advertising-free app, which could be good news for marketers.
Ian Ralph, mobile technology expert at GfK NOP believes people are willing to fork out for the right app if they can find it. "Companies that can offer apps with the right user experience will find their way in to the hearts, minds and wallets of smartphone users," he said.
When asked to pick most popular apps, opinion was divided covering entertainment, social networking and weather offerings, demonstrating there is no quintessential ‘must-have' app for British consumers. Under 25s have embraced applications more than their older peers, using the greatest number of any group, while more affluent users download more apps.
Both genders are app-hungry, especially for email and games, but women are more attracted to social networking applications, whilst men prefer travel tools.
Ralph believes people will tailor their mobile applications to fit in with their own lifestyles as they become more app aware, so there is unlikely to be a one-size-fits-all, ‘killer' app. "The World Cup is a great example, with many smartphone users utilising disposable apps that they will discard when the tournament is over," he said.
Despite advancements in technology, the study reveals word of mouth remains the biggest driver for app usage, with 40 percent of people downloading apps based on their friends' recommendations, before being influenced by web research and advertising.
