The Anatomy of Today’s Mobile App User

What makes the 2015 consumer tick? We’ll give you a hint: they behave very differently than the consumers of just a few years ago.

If you thought you knew your mobile customer, think again. In our latest whitepaper, Anatomy of a Mobile App User, we dig deeper into data including demographics, behaviors, preferences, and how people use mobile apps differently in various industries. Here are some of the highlights

  • More than 80% of customers prefer mobile apps to traditional websites
  • People age 25 to 34 log more hours per month on mobile apps than younger users
  • Between 75 to 87% of mobile apps are deleted within the first six months after download


The whitepaper includes research from more than fifty current, third-party sources to give you the most well-rounded picture of your audience possible.

The key takeaway from this whitepaper is that it’s not just mobile technology that’s making rapid strides forward. Consumers are adopting mobile apps faster than brands can adapt their mobile apps to meet these expectations. As a result, brands that stay on the cutting edge are those that continuously test, refine, and renovate what their mobile app offers to customers. Winning apps are never stagnant, and we see innovative features emerging to drive even greater expectations, with heavy use of beacon and geofence location technology enabling these innovators.

So what’s different about customer expectations, actions and attitudes?

Today’s users have a bigger phone with more screen area, and they are using it more often. New data shows that smartphone users age 18 and over spend 65% more time each month using apps than they did just two years ago. There are also big differences between male and female mobile users, which must shape the ways your brand addresses these distinct audiences for the best results. For example, although women spend more time using mobile web and apps, two-thirds of iOS travel app downloads in the last year were by men.

Finally, customers are funneling more of their purchasing power through their mobile devices, especially when they want something immediately. For example, some travel apps have found that mobile transactions happen eight times faster when performed through the app versus the web or email.

Want to know more? Dive into the whitepaper, a detailed 11-page study on the new mobile app user. You’ll find facts relevant to your industry, insights on how these stats should inform your mobile strategy, and infographics that paint a clearer picture of your evolving customer. Click here for the free download.