Study Uncovers Consumers Addiction to Mobile Apps

By

A new study conducted by MTV Networks (MTVN), a division of Viacom, in partnership with research consultancy Latitude reveals that 83 percent of mobile users are feeling addicted to apps. This joint study titled “Love ‘Em or Leave ‘Em: Adoption, Abandonment and the App-Addled Consumer,” investigated the underlying psychology and current behaviors surrounding app adoption, use, and abandonment for heavy app users. As a result, it also uncovered top characteristics and features of a successful app.

In reality, this new study by MTV Networks and Latitude pinpoints three fundamental ways that apps are changing our lives for the better. According to the researchers, the study included a round of initial qualitative interviews, a deprivation phase (normal app users were asked to go app-free for three days), and a quantitative survey of more than 1300 app-engaged smartphone owners between the ages of 13 and 64.  

“Our use of creative qualitative and quantitative techniques, including deprivation, ultimately helped us uncover a simple shorthand for how apps are addressing and extending user needs and desires; essentially, ‘apps can improve me, my life, and my world,’“ said Neela Sakaria, senior vice president at Latitude, in a statement. 

Specifically, MTVN and Latitude found that apps are changing consumers in three fundamental ways by creating personal moments, improving everyday routines, and allowing users to discover new skills and experiences.

First, according to the analysts, apps create “Me” moments. This growing expectation for offerings with a powerful, instantaneous “me focus” is making its way into desired in-app entertainment and ad experiences, said the partners. According to this study, 87 percent of participants said that “Apps let me have fun no matter where I am or what I’m doing.”

Second, apps make everyday life better. The study indicates that Apps are enhancing our day-to-day experiences directly by enabling productivity and achievement of our personal goals. About 77 percent of participants in this study said that Apps are my personal assistant. 

Third, apps open us to new worlds. Whether it’s learning new languages or overlaying a map of the sky onto some old-fashioned star-gazing, the possibilities seem endless as apps open people’s imaginations to the new and magical, the study reveals. Similarly, 91 percent of participants said that apps expose me to new things.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place Sept. 13-15, 2011, in Austin, Texas. ITEXPO offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It’s also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.


Ashok Bindra is a veteran writer and editor with more than 25 years of editorial experience covering RF/wireless technologies, semiconductors and power electronics. To read more of his articles, please visit his columnist page.

Edited by Jennifer Russell

TechZone360 Contributor

SHARE THIS ARTICLE
Related Articles

How Real is Telecom Network Transformation: From Legacy to Leading Edge by When?

By: Cynthia S. Artin    11/7/2018

Last week, ABI Research issued its latest report and forecasts in the network orchestration domain, asserting that while a disruption in orchestration…

Read More

What's New in Artificial Intelligence

By: Paula Bernier    11/5/2018

A brief look at what's new in the world of artificial intelligence as it relates to IT operations; customer engagement; marketing analytics; and cloud…

Read More

IBM Makes $34B Bet with Red Hat

By: Paula Bernier    10/29/2018

IBM plans to purchase Red Hat in a $34 billion deal. Big Blue says its combination with the open source pioneer will establish it as the world's No. 1…

Read More

Coding and Invention Made Fun

By: Special Guest    10/12/2018

SAM is a series of kits that integrates hardware and software with the Internet. Combining wireless building blocks composed of sensors and actors con…

Read More

Facebook Marketplace Now Leverages AI

By: Paula Bernier    10/3/2018

Artificial intelligence is changing the way businesses interact with customers. Facebook's announcement this week is just another example of how this …

Read More