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Figure 4: Smartphone method of application discovery, wave 2 (actual vs. preferred)

Past 30 Day App Downloaders Who Own a Smartphone (n=2,351)

Searching the Application Store on My Phone

40% 43%

A Friend/Family

36% 37%

Carrier Homepage

10%

12%

Device Homepage

17%

24%

Third Party Website

8%

10%

Sync Software (iTunes, etc.)

10%

6%

Email Tips from My Carrier

16%

24%

Television Advertisement

Apps Promoting other Apps

5%

8% 7% 9%

Smartphone preferred method of discovery

Newspaper/Magazine/Radio

8%

19%

Smartphone method of discovery

Other

4% 5%

Source:The Nielsen Company

Figure 5: BlackBerry users are less likely to convert than users of any other major operating system

Show Me the Money: Free vs. Paid

Conversion from a Lite/Trial Version to a Full Version Past 30 Day App Downloaders

50

42%

43% 43%

39%

40

30

29%

35% 35%

26%

28%

30% 28%

34% 28%

24%

21%

20

18%

10

0

Feature Phone

Smartphone

BlackBerry

Microsoft Windows Mobile

Palm

Apple iPhone OS

Android OS

Other

Dec ’09

Aug. ’10

Base: Feature Phone (n=1,914), Smartphone (n=2,351), BlackBerry (n=665), Microsoft Windows Mobile (n=294), Palm (n=64), Apple iPhone OS (n=1,121), Android OS (n=62), Other (n=73).

Apps users who go to the Apple App Store tend to download nearly twice as many apps as those who go to the Android Market or the BlackBerry App World Store. They also seem more willing to pay for their apps: Apple App Store customers report that for every two free apps they download, they typically pay for one. In contrast, apps users who frequent the Android Market and Blackberry App World stores report downloading more than 3.5 free apps for every one they buy. Meanwhile, BlackBerry owners are the least likely to convert from a “lite,” free trial version of an app to a full, paid version.

Apps users also have clear preferences when it comes to how they want to pay for mobile apps. Given that users’ primary concerns are convenience and security, it is no surprise that they would prefer to have charges appear on their cellphone provider or credit card bills.

Source:The Nielsen Company

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