gravitytank // apps get real presentation
DESCRIPTION
What's different about mobile apps this time around? Are they here to stay? gravitytank, an innovation and growth consultancy based in Chicago, recently completed a comprehensive study on mobile apps - those bite-sized applications on smartphones that are changing how we interact with software, our phones, big brands, our health, and much more. This overview presentation explores how our perceptions about apps evolved over the course of the study -- from fun games to valuable tools that have a potentially profound impact on unexpected industries -- and delivers the quantitative proof that apps are a powerful force in software and consumer behavior. Also included is an app-user segmentation model created specifically as a result of this study. For a compelling romp through the ethnos and data, check out our 4-minute documentary made from 20+ consumers and 20+ app developers who were integral to the stud: www.gravitytank.com/apps. Find more at gravitytank.com/apps or call gravitytank at 773-620-4830.TRANSCRIPT
Perspectives on the Phenomenon
appsget real
B L A C K B E R R Y S T O R M
35%of app phone users say “Having apps on my phone has changed my life.”
“My life has definitely changed since I started using apps. If I didn’t have this thing, I could not be doing what I’m doing simultaneously
[writing a cocktail book, managing a restaurant, and starting a liquor company]. There’s just no way. It would be impossible.” —Adam
“When the iPhone launched, it was a $500 piece of crap. Now, with apps, it’s a mini-computer.” —Ryan
54%say apps have changed how they think about their phone
A P P L Ei P H O N E
G O O G L E G 1
“OK, now that’s really cool. [re ShopSavvy app, using bar codes to search for products in stores]. In fact, if that’s all it did,
I would’ve gotten the phone.” —Dr. Larry
67%report that the ability to download apps and games drove them to buy their phone
SECTION 1 // Introduction
5 // apps get real // © 2009 gravitytank
And then there were apps
How are apps different this time?
Who uses apps and why?
How do they buy, use, and shop for apps?
Are apps a fad or something more?
SECTION 1 // Introduction
“We have almost 20 years of experience with mobile applications for the phone, but apart from the viral spread of texting in the U.S., and companies like DoCoMo in Japan, the business model for apps was flawed, the handsets were flawed, the networks were too slow, and the carriers didn’t see the real market for it.” —Trip, app developer
“Comparing Palm apps to iPhone apps is like comparing Space Invaders to games on a Wii.”—Chris, iPhone user
These apps are not like those apps
SECTION 1 // Introduction
7 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
more game likemore ‘synthesized’more instant
SECTION 1 // Introduction
These apps are not the mobile web
“In a webpage you are subjecting yourself to your web browsers whims. If you’re trying to do more than one thing at once, it doesn’t work. Web apps don’t do things well.”—Josh
SECTION 1 // Introduction
9 // apps get real // © 2009 gravitytank
GEN 1Phonecirca 1983
GEN 3aPP-Phonecirca 2008
GEN 2SmartPhonecirca 2001
talk talkemailcalendar
talkemailcalendar
THe THird generATion of mobile
+ grocery list+ game machine+ white board+ bank teller+ flashlight+ light sabre+ anatomy text+ exercise coach+ travel guide+ web browser+ alarm clock+ magic flute+ weather check-
new & improved
app-phone
new & improved
app-phone
These phones are not smartphones
...It’s sort of like record companies making the transition away from se
lling
viny
l.”
—Alex, dev
elop
er
“You can now think differ-ently about creating soft-ware, because the licensing and distribution problems are now off your plate...
To understand these apps, think music
SECTION 1 // Introduction
11 // apps get real // © 2009 gravitytank
appsfuturewhousesappsappslife cycle
apps,inc.lifewithapps
Today we’ll take a look at
SECTION 1 // Introduction
12 // apps get real // © 2009 gravitytank
About our methodologyEach section of this report integrates primary-source research collected by gravitytank as part of our effort to develop a robust and multidimensional portrait of apps, app users and app developers. These sources include:
ethnograPhic reSearchgravitytank conducted 20 in-depth interviews with heavy app users in San Francisco and Chicago during March and April of 2009.
DeveloPer interviewSWe conducted 20 interviews with app coders.
Quantitative SurveyFinally, gravitytank fielded two online surveys to a total of more than 1,000 smartphone users in April and May of 2009.
MYSPACE
viDeocan be founD at
www.gravitytank.com/aPPS
whousesapps
SECTION 2
SECTION 2 // who uses apps
15 // apps get real // © 2009 gravitytank
RC
LO
recenT converTs Recent converts are new smartphone users who experiment with apps. They think apps are fun and nice to have on a phone, but they don’t see apps as game-changers.
CEconsTAnTly enTerTAined The constantly entertained use their phones primarily for social and media purposes. They are younger, predominately male, and seem to have a deep-rooted fear of boredom.
life opTimizers Optimizers see their phones as digital extensions of their brains. They use them to manage their busy lives and to improve their ability to make the most out of the opportunities each day presents.
36%
20%
44%
iPhone and G1
SECTION 2 // who uses apps
16 // apps get real // © 2009 gravitytank
Bberry/WinMo
RCrecenT converTs Recent converts are new smartphone users who experiment with apps. They think apps are fun and nice to have on a phone, but they don’t see apps as game-changers.
CEconsTAnTly enTerTAined The constantly entertained use their phones primarily for social and media purposes. They are younger, predominately male, and seem to have a deep-rooted fear of boredom.
Bberry/WinMo
iPhone/G1 Bberry/WinMo
27%
30%
43%
LOlife opTimizers Optimizers see their phones as digital extensions of their brains. They use them to manage their busy lives and to improve their ability to make the most out of the opportunities each day presents.
SECTION 2 // who uses apps
17 // apps get real // © 2009 gravitytank
> recenT converTs
Melissa• My motto
“If it’s easy, I’ll try it.”• My phone
is fun and makes life easier.• Apps are
a great plus but a bit overwhelming.
“It’s fun to use apps. Grocery iQ totally makes shopping more fun, and keeps me so organized.”
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
18 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
19 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
20 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
PHONE OWNERSHIP
RECENT CONVERTSRC
APP ENGAGEMENT
CE = Constantly Entertained LO = Life Optimizers
This is my first smartphone
55% /45%LO
38% /62%CE
...Use apps every day72%...Number of apps currently on phone 20 ...New apps added last month 8
80% (LO), 83% (CE) 28% (LO), 21% (CE) 11% (LO), 14% (CE)...Dollars spent on apps last month
$2.80 ...Have never paid for an app 40%
$4.50 (LO), $7.10 (CE) 26% (LO), 21% (CE)
NOT VERYtech focused
76%
I use apps...
only 22% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
786262574837353330272725252323202017152
MOST POPULAR APPS (penetration %)
GAMES
SOCIAL NETWORKING
WEATHER
ENTERTAINMENT
MUSIC
UTILITIES
HEALTHCARE & FITNESS
NEWS
REFERENCE
PHOTOGRAPHY
SPORTS
LIFESTYLE
NAVIGATION
PRODUCTIVITY
TRAVEL
MEDICAL
FINANCE
BOOKS
EDUCATION
OTHER
(80*)
(58)
(68)
(58)
(63)
(38)
(28)
(47)
(32)
(36)
(35)
(27)
(41)
(33)
(29)
(28)
(32)
(22)
(22)
(2)
19%
51%
66%LO
73%CE
24%CE
3%LO
3%CE
30%LO
TOP 5 REASONS FOR DOWNLOADING APPS
It’s new and I’m curious about what it does (32%)
It was recommended by a friend who uses it (40%)
It seems like a fun and entertaining escape (45%)
It makes my life easier in some way (53%)
It was free(57%*)77%
57%
53%
47%
42%
2
1
3
4
5
APP OPINIONS
(23%*)Apps are overwhelming — there are just too many of them
63%
(28%)Apps are like candy — a fun treat with little nutritional value
52%
(50%)Apps help me get more done and keep organized
25%
(37%)I’m sure there are better apps, but I don’t know what they are
63%
(40%)I can’t imagine using a phone without apps
10%
(54%)Apps have changed how I think about my phone
30%
24%
WHOARE
THEY?
30%
36AVERAGE
AGE
65%FEMALE
55%MARRIED
42%HAVE KIDSat home
48%COLLEGE GRAD
or higher
* versus total all app-phone users (iPhone and G1)
$2.80 Dollars spent on apps last month
$4.50 (LO) $7.10 (CE)
40% Have never paid for an app
26% (LO) 21% (CE)
72% Use apps every day
80% (LO)83% (CE)
20 Number of apps currently on phone
28% (LO)21% (CE)
8 New apps added last month
11% (LO)14% (CE)
SECTION 2 // who uses apps
21 // apps get real // © 2009 gravitytank
> consTAnTly enTerTAined
Josh• My motto
Boredom is to be avoided at all cost.”• My phone
gives me instant access to entertainment.
• Apps are the latest way to feed my addiction.
“I can’t remember what I did before the iPhone. Nothing. I did nothing.”
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
SECTION 2 // who uses apps
22 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
SECTION 2 // who uses apps
23 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
SECTION 2 // who uses apps
24 // apps get real // © 2009 gravitytank
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
PHONE OWNERSHIP
CONSTANTLY ENTERTAINEDCE
APP ENGAGEMENT
RC = Recent Converts LO = Life Optimizers
This is my first smartphone
76% /24%RC
55% /45%LO
TECHJUNKIES
I use apps...
59% “like to have the latest and best technology”
I’ve hadothers in the past
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
806460585545414136292927272623222220121
MOST POPULAR APPS (penetration %)
GAMES
MUSIC
WEATHER
ENTERTAINMENT
SOCIAL NETWORKING
NAVIGATION
PHOTOGRAPHY
NEWS
SPORTS
UTILITIES
FINANCE
EDUCATION
TRAVEL
REFERENCE
BOOKS
LIFESTYLE
PRODUCTIVITY
HEALTH & FITNESS
MEDICAL
OTHER
(80*)
(63)
(68)
(58)
(58)
(41)
(36)
(47)
(35)
(38)
(32)
(22)
(29)
(32)
(22)
(27)
(33)
(28)
(18)
(2)
3% 30%RC
51%RC
66%LO
3%LO
19%RC
30%LO
* versus total all app-phone users (iPhone and G1)
TOP 5 REASONS FOR DOWNLOADING APPS
It makes my life easier in some way (53%)
It makes my phone look cool (17%)
It was recommended by a friend who uses it (40%)
It was free (57%)
It seems like a fun and entertaining escape (45%*)54%
47%
39%
36%
35%
2
1
3
4
5
APP OPINIONS
(41%*)I like talking about apps with friends
55%
(50%)Apps help me get more done and keep organized
40%
(37%)I’m sure there are better apps, but I don’t know what they are
27%
(23%)Apps are overwhelming — there are just too many of them
14%
WHOARE
THEY?
28AVERAGE
AGE
68%MALE
42%MARRIED
67%HAVE KIDS
at home
40%COLLEGE GRAD
or higher
24%
73%
62%
38%
...Use apps every day 80%...Number of apps currently on phone 21 ...New apps added last month 14
72% (RC), 83% (LO) 20% (RC), 28% (LO) 8% (RC), 11% (LO)...Dollars spent on apps last month
$7.10 ...Have never paid for an app 21%
$2.80 (RC), $4.50(LO) 40% (RC), 26% (LO)
$7.10 Dollars spent on apps last month
$2.80 (RC) $4.50(LO)
21%Have never paid for an app
40% (RC) 26% (LO)
80%Use apps every day
72% (RC) 83% (LO)
21 Number of apps currently on phone
20% (RC) 28% (LO)
14 New apps added last month
8% (RC)11% (LO)
SECTION 2 // who uses apps
25 // apps get real // © 2009 gravitytank
> life opTimizers
Kate• My motto
“Use every second.”• My phone
is my external brain. I can’t live without it.
• Apps help me get the most out of every second.
“I feel like my iPhone is my significant other. There’s a lot that I have to keep up with, and if I can offload some of that, and access it when I want to, that’s what works.”
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
26 // apps get real // © 2009 gravitytank
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
27 // apps get real // © 2009 gravitytank
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
SECTION 2 // who uses apps
28 // apps get real // © 2009 gravitytank
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
I’ve hadothers in the past
I’ve hadothers in the past
LIFE OPTIMIZERSLO
APP ENGAGEMENT
RC = Recent Converts CE = Constantly Entertained
76% /24%RC
38% /62%CE
FAIRLY HIGHtech engagement
I use apps...
46% “like to have the latest and best technology”
...FREQUENTLY ...ALL THE TIME...OCCASIONALLY
THE TICKER
828169616059514943414039343433332423184
MOST POPULAR APPS (penetration %)
WEATHER
GAMES
MUSIC
NEWS
SOCIAL NETWORKING
ENTERTAINMENT
PRODUCTIVITY
UTILITIES
NAVIGATION
FINANCE
REFERENCE
SPORTS
PHOTOGRAPHY
HEALTHCARE & FITNESS
LIFESTYLE
TRAVEL
BOOKS
MEDICAL
EDUCATION
OTHER
(68*)
(80)
(63)
(47)
(58)
(58)
(33)
(38)
(41)
(32)
(32)
(35)
(36)
(28)
(27)
(29)
(22)
(18)
(22)
(2)
3% 73%CE
30%RC
24%CE
51%RC
19%RC
3%CE
TOP 5 REASONS FOR DOWNLOADING APPS
It was recommended by a friend who uses it (40%)
It is easier to access than websites (27%)
It was free (57%)
It will make me more productive (44%)
It makes my life easier in some way (53%*)74%
72%
60%
39%
37%
2
1
3
4
5
APP OPINIONS
Apps help me get more done and keep organized
75%
(35%)Having apps on my phone has changed my life
53%
(50%)Apps are like candy — a fun treat with little nutritional value
12%
(26%)Apps are essential to being more productive in my work
45%
(54%)Apps have changed how I think about my phone
71%
WHOARE
THEY?
30%
66%
35AVERAGE
AGE
50%MALE /
FEMALE
60%MARRIED
41%HAVE KIDS
at home
53%COLLEGE GRAD
or higher
55%
45%
PHONE OWNERSHIP
...Use apps every day 83%...Number of apps currently on phone 28 ...New apps added last month 11
72% (RC), 80% (CE) 20% (RC), 21% (CE) 8% (RC), 14% (CE)...Dollars spent on apps last month
$4.50 ...Have never paid for an app 26%
$2.80 (RC), $7.10 (CE) 40% (RC), 21% (CE)
This is my first smartphone
(50%*)
* versus total all app-phone users (iPhone and G1)
$4.50 Dollars spent on apps last month
$2.80 (RC) $7.10 (CE)
26%Have never paid for an app
40% (RC) 21% (CE)
83%Use apps every day
72% (RC) 80% (CE)
28 Number of apps currently on phone
20% (RC) 21% (CE)
11 New apps added last month
8% (RC)14% (CE)
lifewith apps
SECTION 3
SECTION 3 // life with apps
30 // apps get real // © 2009 gravitytank
...is different
35%
Of aPP PhOne useRs say
“Having apps on my phone has changed my life.”
“Apps have changed my life. I didn’t realize I could do so much on the phone: work, school, re-membering stuff, getting stuff done.”—Ryan
“It’s a life management tool.”—Heather
“I’m constantly using it. I use it to text teachers and get ahold of people in the building. And using apps that my boss wouldn’t be happy if he knew.”—Eric
“Here is my iPhone. If you get one, it will change your life.”—Melissa
“It makes you more productive, more effective, forget less.”—Greg
“I think it changed the way that I could be successful at what I was doing.”—Ashwin
SECTION 3 // life with apps
31 // apps get real // © 2009 gravitytank
Life with apps
App-phone users report that about 40% of their phone use is on apps
Phone ≠˙ 29 interactions / day, 117minutes spent / day
a P P S ≠˙ 12 interactions / day, 55 minutes spent / day
In short bursts
SECTION 3 // life with apps
32 // apps get real // © 2009 gravitytank
A small set of core apps
21TOTalaPPs
On aveRageOf These,
>7aRe used EvErY DAY
iPhone and G1 users
hOw many aPPs dO yOu use every Day?
24%
26%
1-2 6+
3-4 5-6
21%
29%
24%
26%
1-2 6+
3-4 5-6
21%
29%
SECTION 3 // life with apps
33 // apps get real // © 2009 gravitytank
90%
80%
70%
60%
50%
40%
30%
20%
10%
10%0% 20% 30% 40% 50%
Penetration (% saying “I downloaded an app from this category on my phone”)
Frequency of use(% saying “I use them every day”)
A handful of app categories get the lion’s share of usage
SECTION 3 // life with apps
34 // apps get real // © 2009 gravitytank
Life with apps% less time app users spend on other activities/devices as a result of apps
0-5-10-15-20-25
-24%
-24%
-23%
-22%
-22%
-20%
-20%
-20%
-19%
-14%
-12%
-12%
MP3 PLAYER
READING A NEWSPAPER
WATCHING T.V.
PORTABLE GAMING DEVICES
USING A COMPUTER
GAME CONSOLE
READING A BOOK
TALKING ON THE PHONE
USING GPS DEVICE
DIGITAL CAMCORDER
INTERNET TABLET
DIGITAL VIDEO RECORDER/DVR/TIVO
SECTION 3 // life with apps
35 // apps get real // © 2009 gravitytank
Apps replace...
Level
Notebook
Alarm clock
Sticky notes
Anatomy Book
Baby Rattle Flashlight Stethoscope
Metronome
SECTION 3 // life with apps
36 // apps get real // © 2009 gravitytank
Why?
SECTION 3 // life with apps
37 // apps get real // © 2009 gravitytank
benefit 1
ENTErTAINED“I never have to be bored.”
benefit 2
PrODUCTIvE“I can get more things done anytime, anywhere.”
benefit 3
CONNECTED“I can constantly be in touch with people and info.”
63% Of aPP-PhOne useRs say“Apps keep me entertained when I’m idle.”
34%Of aPP-PhOne useRs say“Apps help me stay connected to the people and info I care about.”
50%Of aPP-PhOne useRs say“Apps help me get more done and keep organized.”
Why?
SOlITAIrE
“Apps make it so much more entertaining. Just when you are bored...I was at the hospital for 2.5 hours. I was playing Solitaire and Word Search. It was just really easy. In study hall if I’m done and there’s nothing to do, it’s just really easy.”
“We had a Spanish field trip and we were watching a movie, and we played Solitaire, Word Search, and Tetris. It was cool.”
Tasia and megan keep busy
SECTION 3 // life with apps
39 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
EntertainedParty tricks
A hybrid between a game and a tech demo, these apps are designed to impress others by highlighting the amazing things your app phone can do.
“If I want to show people something cool about my phone, I show them Smule [Ocarina], my flute app.” —Jared, iPhone user
“These are short stories about people having bad experiences. They make you go “oh man that sucks.”—Josh, iPhone user
“It's like a $600 teething toy. We give it to our baby when she's eating to distract her while we try to shovel food in her mouth. She plays with the Knock on Wood one. It's mindless, but she likes the noise, and she can do it. —Greg
“You can connect to your iTunes library on the computer and have access to all your music. Even though this phone is only 8 gigs and I have about 100 gigs of music on my computer I can listen to whatever I want from there at work.”—Jeff
“It's a tool that allows you to draw, and you can draw straight into a canvas or you can draw on top of photo.”—Kate
“It’s a silly app. It’s a calendar, and you put in an x if you achieved whatever you wanted to achieve. I have one called Sugarless. You can check how many days you haven’t had sugar.” —Kate
“Evernote is just a good way to get your ideas out, and spill them into your InBox. It’s not perfect but it has a lot of potential.”—Ryan
“I wasn’t tracking runs before. Now I know how far I run and how long it takes me. It’s helping me run more.”—Kim
“I even use the flashlight application if I have to go into the baby's room in the middle of the night to give her Tylenol... It's perfect: I always know where my phone is; I don't always know where a random flashlight is in the house.”—Melissa
“I’ve got the stars program which would be great at night. It tells you which star clusters are there in the sky based on your location.”—Chris, app-phone user
“Facebook kind of goes with me wherever I go. I check it 5-6 times a day. Its always easy so it's always updating so that's kind of fun.”—Kim, iPhone user
“I can enter my stock portfolio in there and see everything going on. I touch a symbol and see all of the news associated with it. I find that to be a better interface than websites like fidelity.com.”—Josh, iPhone user and developer
Quick getaways
Wanna get away? These apps provide a quicker and cheaper escape than Southwest. Books, music, and games are essential quick escapes during a typical day.
Pacifiers
Apps designed to entertain the little ones. Great to have on your phone, until the little punk refuses to give it back.
Broadcast 2.0
These apps let us access and broad-cast content from remote sources, whether they be our hard drives or new broadcasting mediums.
Creators
Unleashing the creative force in all of us, these apps enable users to compose music, manipulate photos, and create flipbook animations. Their simplicity gets people started down the creative path more easily.
Life organizers
Life organization apps help people stay on top of things from the mundane — tedious lists, passwords and to dos — to the aspira-tional — exercise schedules, streaks and weight loss.
Work facilitators
These apps allow people to coordi-nate, plan and conduct supporting tasks for work whether alone or with collaborators. Includes classic organizational tools and new ones.
Active ware
From grocery shopping to exercising and traveling, these apps make any activity more productive and enjoyable. They become essential gear for previously non-mobile experi-ences. Anyone for app-style bird- watching ?
Can openers
Can openers are those incredibly useful apps that do one thing really well; you may need them only once in a while, but you're sure glad that you have them. From levels to currency converters, these apps turn phones into Swiss Army knives.
Instant genius
Reference materials give you access to a focused data set and make you instantly knowledgeable on any subject anywhere at any time. Also known as the end of all ongoing bar and dinner-table debates.
Social IV
Social apps keep us connected and communicating with our friends and co-workers. They are direct decedents of the original purpose of a phone, but they bring added functionality and capability to a mobile device.
Pulse checkers
News, finance, sport scores, weather, blogs and more — these apps provide users with an instant connection to what’s happening and what matters.
Productive Connected
Ocarina FML Simplify MediaKnock on Wood Brushes Streaks iMapMyRunEvernote Flashlight Stars StocksFacebook
EXAMPLE APP EXAMPLE APP EXAMPLE APP
BENEFIT 1 BENEFIT 2 BENEFIT 3
SEGMENTS SEGMENTS SEGMENTS
GrOCErY iQ
“If there is something missing, I reference my phone app and open Grocery iQ. I have the Safeway list and [store] what should be on the juice list. I can go in and check every juice I have and then, for notes, I put the UPC code. It saves me time.”
Jared in the grocery store
PICASA
“If you’re a problem solver, you want as many tools as you can get in your tool kit as you can have. Not every problem can be solved with simple tools. This provides tools that I wouldn’t normally have. The likelihood that 5-10% of apps will end up delivering is probably not that great. But even a couple percent will give me things that I couldn’t do if I didn’t have it with me.”
dr larry in the lab
SECTION 3 // life with apps
42 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
EntertainedParty tricks
A hybrid between a game and a tech demo, these apps are designed to impress others by highlighting the amazing things your app phone can do.
“If I want to show people something cool about my phone, I show them Smule [Ocarina], my flute app.” —Jared, iPhone user
“These are short stories about people having bad experiences. They make you go “oh man that sucks.”—Josh, iPhone user
“It's like a $600 teething toy. We give it to our baby when she's eating to distract her while we try to shovel food in her mouth. She plays with the Knock on Wood one. It's mindless, but she likes the noise, and she can do it. —Greg
“You can connect to your iTunes library on the computer and have access to all your music. Even though this phone is only 8 gigs and I have about 100 gigs of music on my computer I can listen to whatever I want from there at work.”—Jeff
“It's a tool that allows you to draw, and you can draw straight into a canvas or you can draw on top of photo.”—Kate
“It’s a silly app. It’s a calendar, and you put in an x if you achieved whatever you wanted to achieve. I have one called Sugarless. You can check how many days you haven’t had sugar.” —Kate
“Evernote is just a good way to get your ideas out, and spill them into your InBox. It’s not perfect but it has a lot of potential.”—Ryan
“I wasn’t tracking runs before. Now I know how far I run and how long it takes me. It’s helping me run more.”—Kim
“I even use the flashlight application if I have to go into the baby's room in the middle of the night to give her Tylenol... It's perfect: I always know where my phone is; I don't always know where a random flashlight is in the house.”—Melissa
“I’ve got the stars program which would be great at night. It tells you which star clusters are there in the sky based on your location.”—Chris, app-phone user
“Facebook kind of goes with me wherever I go. I check it 5-6 times a day. Its always easy so it's always updating so that's kind of fun.”—Kim, iPhone user
“I can enter my stock portfolio in there and see everything going on. I touch a symbol and see all of the news associated with it. I find that to be a better interface than websites like fidelity.com.”—Josh, iPhone user and developer
Quick getaways
Wanna get away? These apps provide a quicker and cheaper escape than Southwest. Books, music, and games are essential quick escapes during a typical day.
Pacifiers
Apps designed to entertain the little ones. Great to have on your phone, until the little punk refuses to give it back.
Broadcast 2.0
These apps let us access and broad-cast content from remote sources, whether they be our hard drives or new broadcasting mediums.
Creators
Unleashing the creative force in all of us, these apps enable users to compose music, manipulate photos, and create flipbook animations. Their simplicity gets people started down the creative path more easily.
Life organizers
Life organization apps help people stay on top of things from the mundane — tedious lists, passwords and to dos — to the aspira-tional — exercise schedules, streaks and weight loss.
Work facilitators
These apps allow people to coordi-nate, plan and conduct supporting tasks for work whether alone or with collaborators. Includes classic organizational tools and new ones.
Active ware
From grocery shopping to exercising and traveling, these apps make any activity more productive and enjoyable. They become essential gear for previously non-mobile experi-ences. Anyone for app-style bird- watching ?
Can openers
Can openers are those incredibly useful apps that do one thing really well; you may need them only once in a while, but you're sure glad that you have them. From levels to currency converters, these apps turn phones into Swiss Army knives.
Instant genius
Reference materials give you access to a focused data set and make you instantly knowledgeable on any subject anywhere at any time. Also known as the end of all ongoing bar and dinner-table debates.
Social IV
Social apps keep us connected and communicating with our friends and co-workers. They are direct decedents of the original purpose of a phone, but they bring added functionality and capability to a mobile device.
Pulse checkers
News, finance, sport scores, weather, blogs and more — these apps provide users with an instant connection to what’s happening and what matters.
Productive Connected
Ocarina FML Simplify MediaKnock on Wood Brushes Streaks iMapMyRunEvernote Flashlight Stars StocksFacebook
EXAMPLE APP EXAMPLE APP EXAMPLE APP
BENEFIT 1 BENEFIT 2 BENEFIT 3
SEGMENTS SEGMENTS SEGMENTS
SECTION 3 // life with apps
43 // apps get real // © 2009 gravitytank
50% of aPP-Phone uSerS agree“help me get more done and stay organized.”
26% of aPP-Phone uSerS feel“apps are essential to their work productivity.”
YAHOO
“I use cab time to be my time. I have Facebook on my BlackBerry, I usually update my status so mainly my parents know where I am. I check stocks. I usually use the Yahoo application. It has all my Yahoo page information. In my line of work, it’s not good to use client resources to surf the Web and do personal stuff. This is pretty nice. I downloaded it a month ago, and it allows me to do everything I need to on the PC. I use my Yahoo People as much as other people do... I check stocks, industry news, it’s all in there.”
ryan in the cab
“I’m on Facebook way too much now that I have my phone. I never used to use it before. It’s quicker and easier, and it kind of goes with me wherever I go. I check it five to six times a day. It’s always easy and always updating, which makes it kind of fun. It’s maybe made me a less social person, because I know what they’re doing without talking to them.”
Kim, facebook addict
EntertainedParty tricks
A hybrid between a game and a tech demo, these apps are designed to impress others by highlighting the amazing things your app phone can do.
“If I want to show people something cool about my phone, I show them Smule [Ocarina], my flute app.” —Jared, iPhone user
“These are short stories about people having bad experiences. They make you go “oh man that sucks.”—Josh, iPhone user
“It's like a $600 teething toy. We give it to our baby when she's eating to distract her while we try to shovel food in her mouth. She plays with the Knock on Wood one. It's mindless, but she likes the noise, and she can do it. —Greg
“You can connect to your iTunes library on the computer and have access to all your music. Even though this phone is only 8 gigs and I have about 100 gigs of music on my computer I can listen to whatever I want from there at work.”—Jeff
“It's a tool that allows you to draw, and you can draw straight into a canvas or you can draw on top of photo.”—Kate
“It’s a silly app. It’s a calendar, and you put in an x if you achieved whatever you wanted to achieve. I have one called Sugarless. You can check how many days you haven’t had sugar.” —Kate
“Evernote is just a good way to get your ideas out, and spill them into your InBox. It’s not perfect but it has a lot of potential.”—Ryan
“I wasn’t tracking runs before. Now I know how far I run and how long it takes me. It’s helping me run more.”—Kim
“I even use the flashlight application if I have to go into the baby's room in the middle of the night to give her Tylenol... It's perfect: I always know where my phone is; I don't always know where a random flashlight is in the house.”—Melissa
“I’ve got the stars program which would be great at night. It tells you which star clusters are there in the sky based on your location.”—Chris, app-phone user
“Facebook kind of goes with me wherever I go. I check it 5-6 times a day. Its always easy so it's always updating so that's kind of fun.”—Kim, iPhone user
“I can enter my stock portfolio in there and see everything going on. I touch a symbol and see all of the news associated with it. I find that to be a better interface than websites like fidelity.com.”—Josh, iPhone user and developer
Quick getaways
Wanna get away? These apps provide a quicker and cheaper escape than Southwest. Books, music, and games are essential quick escapes during a typical day.
Pacifiers
Apps designed to entertain the little ones. Great to have on your phone, until the little punk refuses to give it back.
Broadcast 2.0
These apps let us access and broad-cast content from remote sources, whether they be our hard drives or new broadcasting mediums.
Creators
Unleashing the creative force in all of us, these apps enable users to compose music, manipulate photos, and create flipbook animations. Their simplicity gets people started down the creative path more easily.
Life organizers
Life organization apps help people stay on top of things from the mundane — tedious lists, passwords and to dos — to the aspira-tional — exercise schedules, streaks and weight loss.
Work facilitators
These apps allow people to coordi-nate, plan and conduct supporting tasks for work whether alone or with collaborators. Includes classic organizational tools and new ones.
Active ware
From grocery shopping to exercising and traveling, these apps make any activity more productive and enjoyable. They become essential gear for previously non-mobile experi-ences. Anyone for app-style bird- watching ?
Can openers
Can openers are those incredibly useful apps that do one thing really well; you may need them only once in a while, but you're sure glad that you have them. From levels to currency converters, these apps turn phones into Swiss Army knives.
Instant genius
Reference materials give you access to a focused data set and make you instantly knowledgeable on any subject anywhere at any time. Also known as the end of all ongoing bar and dinner-table debates.
Social IV
Social apps keep us connected and communicating with our friends and co-workers. They are direct decedents of the original purpose of a phone, but they bring added functionality and capability to a mobile device.
Pulse checkers
News, finance, sport scores, weather, blogs and more — these apps provide users with an instant connection to what’s happening and what matters.
Productive Connected
Ocarina FML Simplify MediaKnock on Wood Brushes Streaks iMapMyRunEvernote Flashlight Stars StocksFacebook
EXAMPLE APP EXAMPLE APP EXAMPLE APP
BENEFIT 1 BENEFIT 2 BENEFIT 3
SEGMENTS SEGMENTS SEGMENTS
appslife cycle
SECTION 4
SECTION 4 // apps lifecycle
48 // apps get real // © 2009 gravitytank
Consumer Shift
THENAuTo repAir
NOWsHopping
SECTION 4 // apps lifecycle
49 // apps get real // © 2009 gravitytank
The power of the software retail model
greATselecTion AlWAys
fresH
unbeATAblelocATion
rigorous quAliTysTAndArds
AlWAysloW prices
sTreAmlinedcHecKouT
SECTION 4 // apps lifecycle
50 // apps get real // © 2009 gravitytank
HOW ARE APPSDOWNLOADED?
It was recommended by a friend who uses it
It will make me more productive
It seems like a fun and entertaining escape
It makes my life easier in some way
It was free57%
53%
45%
44%
40%
2
1
3
4
5
It’s an application I alreadyuse on my computer
It uses the capabilities of the phone well
It’s easier to access than websites
It seems easy to use
It’s new and I’m curious about what it does32%
31%
27%
27%
22%
7
6
8
9
10
HOW DO PEOPLE FIND OUTABOUT NEW APPS?
HOW OFTEN DO YOULOOK FOR NEW APPS?
TOP 10 REASONSTO DOWNLOAD AN APP
Browsing apps by popularity on Android Market
Recommendations from technol-ogy websites and blogs
Reviews in the iTunes App Store
Recommendations from friends
Browsing the top 25 lists or featured lists on iTunes App Store53%
50%
39%
27%
22%
Other reviews
Reviews in the Android Market
Magazines
Television22%
15%
13%
13%0
5
10
15
20
25
More than oncea day
Oncea day
Couple of times
a week
Oncea week
Couple of times
a month
Once a month or less
........... 27% 73% ...........
11% 13% 24% 21% 21% 8%
...of apps are down-loaded directly to the phone
...are downloaded to a computer, then
synced
½of all app-phone owners
look for new apps at least a couple of times per week
Finding apps
SECTION 4 // apps lifecycle
51 // apps get real // © 2009 gravitytank
HOW ARE APPSDOWNLOADED?
It was recommended by a friend who uses it
It will make me more productive
It seems like a fun and entertaining escape
It makes my life easier in some way
It was free57%
53%
45%
44%
40%
2
1
3
4
5
It’s an application I alreadyuse on my computer
It uses the capabilities of the phone well
It’s easier to access than websites
It seems easy to use
It’s new and I’m curious about what it does32%
31%
27%
27%
22%
7
6
8
9
10
HOW DO PEOPLE FIND OUTABOUT NEW APPS?
HOW OFTEN DO YOULOOK FOR NEW APPS?
TOP 10 REASONSTO DOWNLOAD AN APP
Browsing apps by popularity on Android Market
Recommendations from technol-ogy websites and blogs
Reviews in the iTunes App Store
Recommendations from friends
Browsing the top 25 lists or featured lists on iTunes App Store53%
50%
39%
27%
22%
Other reviews
Reviews in the Android Market
Magazines
Television22%
15%
13%
13%0
5
10
15
20
25
More than oncea day
Oncea day
Couple of times
a week
Oncea week
Couple of times
a month
Once a month or less
........... 27% 73% ...........
11% 13% 24% 21% 21% 8%
...of apps are down-loaded directly to the phone
...are downloaded to a computer, then
synced
½of all app-phone owners
look for new apps at least a couple of times per week
Finding apps
SECTION 4 // apps lifecycle
52 // apps get real // © 2009 gravitytank
Of These,
5aRe PAID fOR
hOw much have yOu sPenT On new aPPs In the laSt month?
21 TOTalaPPs
7%
25% 25%
22%
12%
10%
$.99 $1.00 –$2.99
$3.00 –$5.99
$6.00 –$9.99
$10.00 –$19.99
+$20
37%
31%
17%
14%
Medical
Games
Books
Education
Music
Photography
Productivity
Entertainment
Sports
Navigation
Health & Fitness
Finance
Utilities
News
Reference
Travel
Other
Lifestyle
Social Networking
Weather
3.1
6.6
2.8
3.2
8.3
5.1
3.6
3.7
4.4
4.5
3.1
3.7
4.8
3.4
2.8
4.3
2.2
3.2
2.4
2.5
$6.80
$6.10
$5.70
$5.50
$5.30
$5.00
$4.70
$4.20
$4.20
$4.00
$3.50
$3.40
$3.20
$2.80
$2.70
$2.60
$2.50
$2.30
$2.00
$1.70
Total spent per category*
How satisfied are you with your most expensive app?
What is the most you have ever paid for an app?
Average # of appson phone
* among app-phone users whohave apps from these categories
In the past month, how much have you spent to acquire new apps?
Terrible
Not very good
Reasonable
34%
29% Excellent value
Very good
22%
11%
4%
$13+Nothing
$1–$6
$7–$12
Paying for apps
SECTION 4 // apps lifecycle
53 // apps get real // © 2009 gravitytank
Paying for apps
7%
25%
25%
22%
12%
10%
$.99
$1.00 – $2.99
$3.00 – $5.99
$6.00 – $9.99
$10.00 – $19.99
$20.00 +
What is the most you have ever paid for an app?
How satisfied areyou with your most
expensive app?
TERRIBLE
NOT VERY GOOD
REASONABLE
EXCELLENT VALUE
VERY GOOD 34%
29%
22%11%
4%
73%
69%
63%
of those,
have bought an app that cost more than $2.99
of app-phone users con-sider their most expen-sive app an excellent or very good value
of all app-phone users have paid for at least one app
7%
25%
25%
22%
12%
10%
$.99
$1.00 – $2.99
$3.00 – $5.99
$6.00 – $9.99
$10.00 – $19.99
$20.00 +
What is the most you have ever paid for an app?
How satisfied areyou with your most
expensive app?
TERRIBLE
NOT VERY GOOD
REASONABLE
EXCELLENT VALUE
VERY GOOD 34%
29%
22%11%
4%
SECTION 4 // apps lifecycle
54 // apps get real // © 2009 gravitytank
Trial, churn and deleting
people deleTe Apps for A vArieTy of reAsons:
59% It didn’t really do what I was hoping it would
48% I found a better alternative
45% It just got old and boring
44% It was really slow to run
35% It caused technical problems on my phone
30% It was hard to use and complicated
18% I forgot I had it
12% I couldn’t just pick it up and use it
11% I didn’t like the way the design/ graphics looked
SECTION 4 // apps lifecycle
55 // apps get real // © 2009 gravitytank
For some, so much is too much
63% of recent convertS uSerS Say“apps are overwhelming — there are just too many of them.”
SECTION 4 // apps lifecycle
56 // apps get real // © 2009 gravitytank
Developer Shift
FORSALEFORSALE
THEN:builder
NOW:mArKeTer
SECTION 4 // apps lifecycle
57 // apps get real // © 2009 gravitytank
meeT THe neW boss
fAcing THe music
losT in App-sTore limbo
Welcome to the jungle
broTHer, cAn you spAre 99 cenTs?
appsfutureSECTION 6
SECTION 5 // apps future
60 // apps get real // © 2009 gravitytank
Apps grow up
7% of aPP-Phone uSerS
said they see apps as a fad.
SECTION 5 // apps future
61 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
% of people who are extremely or very interested in apps for:
76%
RESTAURANTS (coupons, menus, ordering, reservations, etc.)
71%
BANKS (account details, etc.)
69%
BIG CHAIN STORES (prices, product info and availability, sales and promotions, etc.)
67%
GROCERY STORES (lists, prices, sales, etc.)
62%
WEB-BASED RETAILERS (prices, product info and availability, sales and promotions, online shopping, etc.)
52%
AIRLINES(prices, flight times, special fares, etc.)
52%
HOTELS(reservations, availability and prices, loyalty points, etc.)
51%
CREDIT CARD COMPANIES (current balance, transaction history, etc.)
48%
DOCTORS OFFICES(appointments, billing, etc.)
47%
PHARMACIES(prescription renewals, etc.)
% of people who are extremely or very interested in apps for:
SECTION 5 // apps future
62 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
“If you had a patient who’s enrolled in a study and were able to type in their compliance with their medications and the side effects they had as opposed to waiting for their monthly visit, if they — in real time, without any skin off their back — could send you a note and it would go into a database, you can start to think about getting reliable information faster.”—Ashwin, chief resident, app user
46%of people believe that in the future, they “will be able to get help from a doctor in diagnosing and treating a health issue remotely.”
Netter’s Anatomy Flash CardsCategory: MedicalRated 4+Seller: Modality Inc.© Modality Inc.Version 1.2
$39.99
“We need to teach them the way they learn. The students learn from these devices. I would rather spend $300 and give all them an iPhone. I could never afford to upgrade 700 PC’s [with educational software]. If we could use the phones, I wouldn’t have to spend the money on maintaining, upgrading them and bringing in technicians.”
I don’t want to waste our money on books. They’re worthless. [Apps and smartphones] are engaging, immediate, automatic... kids respond to technology. You want to seduce them into learning... use the technology that they use.”
dr. T, apps and the future of education
SECTION 5 // apps future
64 // apps get real // © 2009 gravitytank
Beyond Apple
70% of blackberry anD winDowS mobile uSerS are “extremely” or “very interested” in an iPhone like app store
SECTION 5 // apps future
65 // apps get real // © 2009 gravitytank
These apps are not programs of the PC variety
“We’re clearly looking at a 1.0 version of the App Store... What’s happening nowwill transform the software business, but we’re just beginning.”—Alex, iPhone app developer and trainer
Only 7% of people see apps as a fad.
gravitytank is a Chicago-based innovation consultancy that helps companies grow in meaningfully different ways. We do this by integrating intimate knowledge of the consumer with sharp strategy and informed design. Collaborating with a range of Fortune 500 clients, we identify new market opportunities, develop clear strategies for entry or growth, and support implementation efforts as required.
An executive summary of the publication can be downloaded from the gravitytank website at
http://www.gravitytank.com/apps/
© gravitytank, 2009
gravitytank114 West Illinois StreetFloor 3Chicago, Il 60654T 312. 988. 3000F 312. 988. 9165www.gravitytank.com