Tablets drive app spending

Research from Analysys Mason indicates tablets drive heavier app usage

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Tablets drive app spending Tablet owners tend to download more smartphone apps, according to Analysys Mason’s European and US Connected Consumer Survey.
By  Roger Field Published  July 10, 2013

Interestingly, the survey results showed a correlation between spend on apps and the length of ownership of a smartphone. The share of app shoppers (people who had installed and paid for at least one app on their current smartphone) who spend more than EUR2 per month on apps is 10 percentage points higher (60%) for those who have owned their device for less than 6 months compared with those who have owned their devices for longer (50%).

App spend is partly driven by the type of device that smartphone users own. Owners of newer and more-advanced devices are more likely to buy apps.

Tablets create additional value for the smartphone app market, which can benefit developers and operators.

People who own a tablet typically have more disposable income than those who do not own such a device, and are more likely to own high-end smartphones on which app spend is higher and more prevalent.

   • More than 60% of tablets owners who have installed apps on their smartphones          have paid for an app compared with 40% of non-tablet owners.

   • In addition, the share of smartphone owners who spend more than EUR5 per month    on apps is nearly three times higher for those who also own tablets compared with          those who do not.

However, the gap in smartphone app spend between tablet owners and others is set to decrease as tablets become more mainstream.

New connected device segments such as tablets are driving demand for apps and connectivity. It is important that operators and vendors capture and monetise this demand. The synchronisation of the users’ app library between smartphone and tablets will make mobile device ecosystems more appealing. Operators can also adapt and improve their approach to consumers’ multi-device usage – they could bundle app vouchers with multi-device tariffs to differentiate and drive multi-device connectivity onto their network.

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