GetJar , the world’s largest independent app store, today reveals that 65 percent of consumers downloading applications from its site belong to the prized 18-34 year old male demographic and that one-in-three GetJar users are downloading mobile apps every day. GetJar commissioned a poll of 13,518 GetJar users worldwide in August 2009 to gauge the impact of mobile applications globally as part of an advertising or marketing campaign.
While brands are already creating campaigns for mobile as a channel, the findings indicate that users are not only receptive to promotions via mobile apps, but also actively embrace them. Eight-out-of-ten have recommended a mobile app to a friend and a further eight-out of-ten continue to consciously download apps that contain advertising, highlighting the power of peer-to-peer advocacy among mobile app users.
Some market reports suggest that TV continues to be the media of choice, mobile internet penetration will also triple by 2014, according to Forrester Research.
Additionally, GetJar’s research shows that 72 percent of consumers claimed that they are now using mobile Internet more than PC-based Internet. GetJar’s poll also found that 73 per cent think that brands that use mobile apps to promote products are viewed favourably and 74 per cent would actively download an app that was sponsored or developed by a well-known brand.
The apps downloaded on GetJar are available across some 1,600 handsets, not just high-end smartphones, highlighting a very real interest from a much wider pool of mobile phone users across a variety of demographic backgrounds.
So who are currently using mobile apps?
- 65 percent of GeJar’s respondents were in the 18-34 year old category
- 81 percent of respondents were male
- 61 percent of consumers we’re downloading content at least 3-4 times a week
Other key findings include.
- Mobile apps users are more likely to access the internet from their mobile handsets than from their computers, with 72 percent of respondents saying that this is the case. Across established and developing markets, this figure remains high (62 percent in the UK and 69 percent in the US)
- In terms of the types of content downloaded, 57 percent of users downloaded mobile applications/software, above mobile games (22 percent), music (10 percent), wallpapers (8 percent) and ringtones (3 percent)
- 67 percent would be willing to pay for a mobile app, showing not only the popularity of brand sponsored apps but also the revenue generating potential
Ilja Laurs, CEO, GetJar says: “Advertising revenue is already widely predicted to surge over the next four years1 but this poll suggests that mobile apps will also become increasingly integral to digital marketing campaigns. In terms of behaviour, the impact of peer to peer advocacy is clear, with a high proportion of users recommending apps to friends and many users downloading new apps as often as daily.
As consumers move from the Web to the Mobile Web, brands cannot ignore the effectiveness of apps in building user engagement or raising brand awareness. After all, what would marketers rather tell senior management: “We generated 1 million page impressions or our app now resides on 1 million mobile phones?”
About GetJar
GetJar is the world’s largest independent app store with over a half billion downloads to date. The company provides more than 50,000 mobile applications across all major handsets and platforms to consumers in more than 200 countries. In June of this year, GetJar was named winner of the 2009 Meffy Award for Best Direct to Consumer Service. GetJar is backed by marquee investors Accel Partners and is based in the UK, Silicon Valley and Lithuania. For more information: www.getjar.com : cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww .. [1] and follow us on Twitter @getjar.
1 Source: Gartner
Links:
[1] http://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.getjar.com&esheet=6054180&lan=en_US&anchor=www.getjar.com&index=2