2010-09-13-皮尤-The_Rise_of_Apps_Culture_46页_1mb

• Report Overview: This 2010 report, published by Pew Research Center and The Nielsen Company, analyzed the rise of "apps culture" in the U.S. based on surveys. Key findings include app adoption, usage patterns, demographics, and popular app types, highlighting the digital shift in mobile technology.

• Adoption and Usage:

  • 35% of U.S. adults (1.28 million out of 3.7 million) owned cell phones with apps, but only 24% actively used them.
  • Among cell phone users (82%), 43% had apps, with 29% having downloaded them and 38% having preloaded apps.
  • Only 68% of app owners used apps, meaning apps use ranked low despite high ownership.
  • Younger adults (18-29), males, and those with higher education and income were more likely to use apps.

• Demographic Trends:

  • Apps users were predominantly young, affluent, and highly educated, while older users (50+) were less engaged, with 11% unsure if their phone had apps.
  • In demographic comparisons, apps users had skewed profiles, with significant representation from Hispanic populations in some cases.

• Popular App Types:

  • Games, news/weather, maps/navigation, social networking, and music apps were most downloaded and used, with games being the most popular.
  • Usage varied by age and demographics; e.g., games were favored by all ages, while social networking was more used by women.

• Usage Patterns:

  • App users spent little time (average <30 minutes daily), with 57% using apps daily in some samples.
  • Situations included entertainment (e.g., alone or waiting) and instrumental use (e.g., at work or commuting).
  • Download frequency was highest among young adults and showed circular relationships with internet and phone use.

• Key Insights:

  • Apps culture was a subset of broader mobile technology adoption, with apps use correlating with other digital behaviors like social media and internet access.
  • No standard app definition, but apps extended phone capabilities.
  • Issues of user awareness and uncertainty existed, particularly among older adults.

This report underscores the early fragmentation of the mobile app market in 2010, with adoption rates growing but not universally applied across demographic groups.