MOBILE APPS DOWNLOADED AT UP TO TRIPLE THE RATE OF TABLET APPS
Exclusive data from Festival of Media Global insight partner Kantar Media shows apps still reach moreconsumers via smartphone devices than tablet
April 29, 2013
Smartphone applications ranging from news, health, shopping and music are being downloaded at up to threetimes the rate of their tablet counterparts, according to exclusive data from The Festival of Media Global
insight partner, Kantar Media.The results are from
latest proprietary TGI Clickstream study, with data collated from October2011 to September 2012. Kantar Media will be running a showcase theatre session at the Festival of MediaGlobal, taking place today and tomorrow in Montreux, Switzerland.Social networking was the most popular type of smartphone app, with 37% of smartphone web users surveyedsaying they had downloaded a social networking app in the past 12 months. While this was the second mostpopular kind of tablet app, just half that amount (18%) of tablet web users surveyed had downloaded a socialnetworking app in the past 12 months.The biggest gap was evident across health and diet apps, which were downloaded by 11% of smartphone webusers but just 3% of tablet web users
a difference of more than triple. The smallest gap was for property apps
downloaded by 4% of smartphone web users and 3% of tablet web users.Music, the fourth most popular type of app across users of both devices, was downloaded by more thandouble the amount of smartphone web users compared with tablet web users (25% vs 11%). Similar resultswere revealed for mapping apps, which are the fifth most popular across both user types, but are downloadedby 22% of smartphone web users compared with 11% of tablet users.Festival of Media chief executive Charlie Crowe said the results were significant for all industry players -brands, media owners and media agencies - in terms of considering the role and importance of tablets versussmartphones in their engagement strategies.
“Tablets might be one of the fastest growing technologies today, and though exponential growth of thesedevices has been forecasted, it’s important to note that current app consumption rates still sit quite strongly
within mobile devices.
uld of course be foolish to ignore the role tablets have to play in shaping the future of the app market,
but brands and media owners shouldn’t forget to maintain their investment in mobile if they want to engage
with a critical mass of consumers around th
Kantar Media’s head of TGI International, Geoff Wicken, added: “There’s no denying that more and more
people are purchasing tablets for both business and personal use, but the fact remains that there are a billionsmartphones on the planet, and tablet sales are still in their millions.
“While tablets will continue to become both more accessible and more sophisticated, the smartphone is still
considered the all-
round communications device that stays with a user for nearly 24 hours a day.”