ThinkNow-2018年移动应用趋势报告（英文）-2018-19页-1mb

ThinkNow Mobile App Trends Report 2018 Summary

Core Content

This report provides insights into how Americans use and perceive mobile device applications, focusing on overall trends and variations across age groups and racial/ethnic segments.

Main Findings

• Smartphone and Tablet Ownership:
  Over 8 out of 10 American adults own a smartphone, and more than half own a tablet. Women are more likely than men to own either device. Asians are the most likely to own a tablet, while teens show a higher rate of tablet ownership.

• App Downloading and Deleting Behavior:
  The majority of mobile device users download applications at least once a month. Teens and Millennials are the most active in terms of downloading and deleting apps. Asians are less active compared to other racial/ethnic groups.

• App Usage Frequency:
  Adults access their apps an average of 8 times per day. Teens and Millennials use their apps significantly more often than older cohorts. The peak usage period is between 6pm and 9pm.

• App Importance in Daily Life:
  Most users find their apps either very important or helpful in their everyday lives. Only 14% say apps are just for entertainment. African-Americans consider apps more important than other racial/ethnic groups, and teens place the highest importance on apps.

• App Categories by User Demographics:

  • Social Networking: Most commonly downloaded and used across all age groups.
  • Weather, Maps, and News: More popular among older users (55+).
  • Music Streaming, Games, and Entertainment: More common among younger users.
  • Shopping/Retail, Health/Fitness, and Communication: Popular among women.
  • Travel Apps: Asians are the most likely to have travel apps.

• Spanish-Language App Usage Among Hispanics:
  Approximately one-third of adult Hispanic device owners use Spanish-language apps. The majority of Spanish-Dominant Hispanics have Spanish-language apps on their devices.

Key Trends by Age Group

Key Trends by Race/Ethnicity

Summary of App Usage by Age Group

• Teens (13-17):

  • Most active in downloading and deleting apps.
  • High usage of social networking, music streaming, and games.
  • Less likely to use weather, maps, and news apps.

• Millennials (18-34):

  • High usage of social networking and music streaming.
  • Moderate usage of games and communication apps.
  • Higher usage of weather and maps compared to older groups.

• Gen X (35-54):

  • Moderate usage of social networking and maps.
  • Higher usage of utilities and shopping apps.
  • Lower usage of games and entertainment.

• Boomers (55-64):

  • Lower usage of social networking and music streaming.
  • Higher usage of weather, maps, and news apps.
  • Moderate usage of utilities and shopping apps.

Importance of Apps in Daily Life

• Teens (13-17): 66% say apps are an important part of their daily life.
• Total Market (18-64): 40% say apps are a very important part of their daily life.
• Millennials (18-34): 45% say apps are very important.
• Gen X (35-54): 37% say apps are very important.
• Boomers (55-64): 36% say apps are very important.
• Hispanics: 39% say apps are very important.
• Whites: 39% say apps are very important.
• African-Americans: 49% say apps are very important.
• Asians: 44% say apps are very important.

Additional Insights

• App Importance by Gender: No significant difference by gender.
• Spanish Language App Usage Among Hispanics:
  • Approximately one-third of adult Hispanic device owners use Spanish-language apps.
  • The majority of Spanish-Dominant Hispanics have Spanish-language apps on their devices.

Sample Profiles

Adults (Total Market)

• Base Size: 1,311
• Hispanics: 515
• Non-Hispanic Whites: 258
• African-Americans: 258
• Asian-Americans: 280

Teens (13-17)

• Base Size: 252
• Female: 50%
• Whites: 50%
• African-Americans: 15%
• Hispanics: 25%
• Asians: 10%
• % Foreign Born: 10%
• % Parent Foreign Born: 33%

Conclusion

The report highlights that smartphone and tablet usage is widespread among American adults, with significant differences in app behavior and preferences across age groups and racial/ethnic segments. Teens and Millennials are the most active in downloading and deleting apps, while older users tend to use apps more for practical purposes like weather, maps, and news. Hispanics show a unique preference for Spanish-language apps, and women are more likely to use apps for social networking, shopping, and health/fitness. Overall, apps are seen as important or helpful in daily life, with teens placing the highest importance on them.