GetJar’s new research shows high popularity of mobile apps

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. 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. As GetJar’s research shows, 72 percent of consumers noticed that they are now using mobile Internet more than PC-based Internet. GetJar’s poll also found that 73 percent think that brands that use mobile apps to promote products are viewed favourably and 74 percent would actively download an app that was sponsored or developed by a well-known brand. Some figures of the research of GetJar are the following: among people who are currently using mobile apps 65 % of GeJar’s respondents were in the 18-34 year old category; 81 % of respondents were male; 61 % of consumers were 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. Across established and developing markets, this figure is also high (62 % in the UK and 69 % in the US). In terms of the types of content downloaded, 57 % of users downloaded mobile applications/software, above mobile games (22 %), music (10 %), wallpapers (8 %) and ringtones (3 %). 67 % 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: “This poll suggests that mobile apps will 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.”