THE STATE OF APPS: Fresh Insights from Nielsen’s Mobile Apps Playbook

Jonathan Carson, CEO, Telecom Practice at The Nielsen Company took stage few minutes ago at AppNation SF 2011 and shared a lot of useful research data from Nielsen’s mobile apps playbook.  oObly is here reporting live from AppNation 2011 taking place in San Francisco.

Here are some of the key findings by Nielsen’ Mobile Research Division, as presented by Carson. In closing, Carson also shared 2 new Nielsen reports that were just published on the Nielsen wire (see download links at the end of this post)


THE STATE OF APPS – AppNation 2011 Session Highlights

  • Android has surpassed iPhone and Black berry in smartphone market share.
  • 74% of app downloaders are concentrated on Android and iOS platform
  • RIM (Blackberry) usage profiles are very different than Android, iOS users profiles
  • Social App are becoming increasing mobile. Facebook, twitter, spotify started this movement.
  • Blackberry users are over-indexing on messaging while under-indexing on engaging on apps on their RIM device.
  • Android and iOS users have more apps and use them more often.
  • Windows Phone 7 users are very very happy with their AppStore experience and cited highest satisfaction in the app discovery and payment methods areas.
  • Web properties (with the exception of twitter) are dominating the top spots on all operating systems.
  • Web properties are very succesful in porting existing users from PC based internet to the App World.
  • Category Champions are dominating their peers. For example , in Social networking, facebook and twitter are dominating. In the Music arena, Pandora, iTunes and Shazam are dominating and In navigation, google maps and google search are dominating.
  • Vast majority of those using apps stores cite ratings and reviews as important in their download decision.
  • Unlike the PC internet, most mobile app downloaders are willing to pay for content. Most find it acceptable to pay under the right circumstances.
  • Mobile users want something in exchange for seeing ads. Only 1 in 10 consumers call ads acceptable, and only if it lowers their bill.
  • Privacy concerns are already on consumer minds. Over 50% of consumers express strong or a decent level of concern with mobile privacy issues.

In closing, Carson said that the Concept of conversion could become a major economic model for Apps and used Shazam as an example.
If you look at Shazam users, and look at next property afterwords. About 23% go to iTunes right after using the App. The conversion process is very intutive for many apps and can often lead to a logical transition that could result in a transaction.

So if we can harness that idea of conversion model, then there is a very interesting opportunity with that economic model


Nielsen Mobile App Research Reports

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