Mobile Apps Live Fast, Die Young

Mobile Apps Live Fast, Die Young

Mobile Apps Live Fast, Die Young

38% of TV/movie apps are deleted within three weeks of downloading; 77% of users delete a game app upon losing interest.
Some smartphone users say they would give up coffee before missing out on the latest mobile apps, says a survey from MTV Networks. As one user puts it, "Apps are like Xanax in a phone." But how do these small downloads gain popularity, and what’s the attention span of the app-buying public? Word-of-mouth and good reviews help distinguish in-demand apps from the crowd, yet even passionate users can be fickle about their purchases; entertainment apps often enjoy brief bursts of popularity before users move on to the next hot thing. "App discovery and adoption is just as driven by buzz as any other content that we create," says Colleen Fahey Rush, executive vice president and chief research officer at MTV Networks. Apps can seem almost addictive; games, tools, and even movies and television shows hit the small screen several times a day for many users, often for extended periods at a time. More than 1,300 self-described mobile app users took part in the research. For more about the survey, click here.
Dennis McCafferty is a freelance writer for Baseline Magazine.

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