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Apps Reach 14% of Mobile Users
Thursday, June 3, 2010
Steve Smith

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One would think from the hype that just about everyone in America is sporting a smartphone and downloading apps by the truckloads. In point of fact, Nielsen reminds us in its latest update on mobile content, only 14% of all mobile subscribers across all platforms have downloaded an app in the last 30 days.

Nielsen’s latest survey of 4,200 mobile users finds that smartphones have penetrated 21% of the U.S. market, up from 19% in the last quarter and up from 14% a year and a half ago. Smartphones, defined by Nielsen as handsets running iPhone, Android, BlackBerry, Palm or Windows Mobile operating systems, should overtake feature phones as the majority device in the U.S. sometime in the next year or so, Nielsen expects. And clearly, the smartphone is the preferred platform for content. The average number of apps on these devices has reached 22, while feature phones have only 10. The iPhone user is most wedded to downloadable apps, with an average of 37 installed, while the Android owner typically has 22, BlackBerry owner 10, Palm owner 14 and Windows Mobile user 13.

For smartphones, games continue to be the most popular content, with 65% of owners saying they have used a game app in the last month. Social networking, news and weather and maps/navigation/search apps are used by 54% to 56% of smartphone owners in a given month. One key category for magazines—entertainment and food—attracts 38% of app users.





The app platform is exploding and will continue to grow exponentially in the next few years. Analysts differ on the specifics, but most expect annual app downloads to exceed multiple billions by 2014. About 80% of downloads are free apps.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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