Mobile Content Discovery & Use

One of the many aspects of consumers’ mobile content consumption behavior we wanted to explore in our Big Mobile Study – was how people find the apps and content they use.

Since consumers are lazy – how can a publisher or brand stand out of the crowd? We also found out consumers prefer apps to the mobile web, for their speed, ease of use – and because they’re a shorthand way to find frequently used content.

But, how do consumers discover and decide which apps to put on their mobile devices?

75% browse the app stores, with more than two-thirds relying on top-ranked apps. Before deciding which apps to download, consumers evaluate ratings (4+ stars, please!), look for up-to-date and easy-to-understand screenshots, and want to see positive user reviews. Evaluating how well each app fares on these metrics has particular implications for brands looking to optimize their app store offerings.

Word of mouth and social media also help drive discovery: 67% rely on recommendations from friends or family. As one mom said, “If my friend tells me about an app, I get it.” Even techies rely on friends for expert advice: “I decided to change to a different app after my friend said it was faster.”

Most consumers assume big brands already have apps. “I’ve never looked for it, but I bet Home Depot has an app,” said one participant. This is an advantage for brands over smaller apps that may have better functionality, but less consumer recognition and trust.

While consumers are more willing to take free apps for a spin, many are willing to pay for apps that provide utility with maps (62%), or entertainment with video (80%), music (57%) and games (65%).  And tablet users are willing to pay a premium for the experience, with 36% willing to pay $5 – 10 for an app.  Freemium is also a model that works well for games, as a path to enhanced functionality. As one mom in the study explained, “I will pay for an app for extra features, but not to remove ads.”

For more information, download the Big Mobile Study today.

Keywords: aol mobile, research