Lowdown: Apps

Adam Graham

One of the most notable digital trends observable today is the rise of the ‘app’. These mini applications are often free or relatively cheap and are extremely popular due to the ease with which they can be installed and the extra content or utility they can provide.

In Q4 2010, 100 million smartphone units were sold. For the first time, this surpassed the number of PC units being sold (92 million). This is a significant trend that shows no signs of slowing down. Year-on-year PC growth is currently 2.7%, whereas year-on-year smartphone growth is 87.2%. Globally, there were 5.3 billion mobile subscribers by the end of 2010, with the iPhone available from 185 communication service providers globally.

AppsThe average number of apps users have on their phones is 27. iPhone owners have the most, with an average of 40, while Android owners have 25 and BlackBerry 14. Android and iPhone users, on average, spend 80 minutes a day using apps, so a branded app can be an effective way of keeping front of mind. If an app is useful, entertaining or augments an existing product, it is likely to be successful.