Top 10 Themes from the Big Mobile Study

By Amy Dalton
09/07/12

AOL’s Big Mobile Study set out to understand the complex relationship consumers have with their mobile devices.

We went into the exercise with hypotheses that were validated: such as the power of word of mouth.  And some hypotheses were refuted: bad apps don’t drive users to the mobile web (Guess what? they just move on to another app).

Ten themes shone through:

  1. The phone is an extension of the user’s personal brand.
  2. Digital Intimacy: Consumers want to be at device/app parity with their loved ones.
  3. Users are lazy. They are creatures of habit – and physical proximity rules.
  4. Mobile web doesn’t cut it.
  5. Apps are preferred for speed, utility, entertainment.
  6. Discovering apps is hard, social, random & often need-based.
  7. Big Brands have an advantage.
  8. Consumers will pay for apps – especially games, maps, music & video.
  9. Search is a needs-based utility, not for browsing and discovery.
  10. Freemium works.  Compelling features open wallets.

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Keywords: aol mobile, research

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