The App Store's Market Research Finds That Hard-to-Reach Audiences Embrace and
Advocate Branded Content; One-in-Three Users Download an App Every Single Day
LONDON & SAN MATEO, Calif.--(Business Wire)--

GetJar, the world's largest independent app store, today reveals that 65 percent
of consumers downloading applications from its site belong to the prized 18-34
year old male demographic and that one-in-three GetJar users are downloading
mobile apps every day. GetJar commissioned a poll of 13,518 GetJar users
worldwide in August 2009 to gauge the impact of mobile applications globally as
part of an advertising or marketing campaign. 

While brands are already creating campaigns for mobile as a channel, the
findings indicate that users are not only receptive to promotions via mobile
apps, but also actively embrace them. Eight-out-of-ten have recommended a mobile
app to a friend and a further eight-out of-ten continue to consciously download
apps that contain advertising, highlighting the power of peer-to-peer advocacy
among mobile app users. Some market reports suggest that TV continues to be the
media of choice, mobile internet penetration will also triple by 2014, according
to Forrester Research. 

Additionally, GetJar's research shows that 72 percent of consumers claimed that
they are now using mobile Internet more than PC-based Internet. GetJar's poll
also found that 73 per cent think that brands that use mobile apps to promote
products are viewed favourably and 74 per cent would actively download an app
that was sponsored or developed by a well-known brand. 

The apps downloaded on GetJar are available across some 1,600 handsets, not just
high-end smartphones, highlighting a very real interest from a much wider pool
of mobile phone users across a variety of demographic backgrounds. 

So who are currently using mobile apps?

* 65 percent of GeJar`s respondents were in the 18-34 year old category 
* 81 percent of respondents were male 
* 61 percent of consumers we`re downloading content at least 3-4 times a week

Other key findings include:

* Mobile apps users are more likely to access the internet from their mobile
handsets than from their computers, with 72 percent of respondents saying that
this is the case. Across established and developing markets, this figure remains
high (62 percent in the UK and 69 percent in the US) 
* In terms of the types of content downloaded, 57 percent of users downloaded
mobile applications/software, above mobile games (22 percent), music (10
percent), wallpapers (8 percent) and ringtones (3 percent) 
* 67 percent would be willing to pay for a mobile app, showing not only the
popularity of brand sponsored apps but also the revenue generating potential

Ilja Laurs, CEO, GetJar says: "Advertising revenue is already widely predicted
to surge over the next four years1 but this poll suggests that mobile apps will
also become increasingly integral to digital marketing campaigns. In terms of
behaviour, the impact of peer to peer advocacy is clear, with a high proportion
of users recommending apps to friends and many users downloading new apps as
often as daily. As consumers move from the Web to the Mobile Web, brands cannot
ignore the effectiveness of apps in building user engagement or raising brand
awareness. After all, what would marketers rather tell senior management: "We
generated 1 million page impressions or our app now resides on 1 million mobile
phones?"