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Discovering Apps

Searching application stores on their phones is the preferred way for discovering new apps for users of feature phones and smartphones alike (57% and 40%, respectively). The next most popular “preferred” form of app discovery is through the recommendation of a family member or friend. However, smartphone apps users are more likely than feature phone users to seek out other ways of discovering new mobile apps.

Ratings and reviews are also valuable tools in deciding which apps are downloaded: 18% of all apps downloaders say ratings and reviews are “extremely important”, 36% say they are “very important,” and 34% say they are “somewhat important.”

Figure 3: Featurephone method of application discovery, wave 2 (actual vs. preferred)

Past 30 Day App Downloaders Who Own a Feature Phone (n=1,914)

Searching the Application Store on My Phone

57% 51%

A Friend/Family

39% 38%

Carrier Homepage

Device Homepage

Third Party Website

10% 14% 15% 20% 17% 19%

Sync Software (iTunes, etc.)

Email Tips from My Carrier

7%

12% 15%

17%

Feature phone preferred method of discovery

Television Advertisement

Apps Promoting other Apps

8%

13% 11% 12%

Feature phone method of discovery

Newspaper/Magazine/Radio

8%

11%

Other

5% 4%

Source:The Nielsen Company

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