Accenture: 64 percent of consumers download apps

With the quest for mobility comes the quest for apps. Increasing adoption of smartphones and tablets is causing rapid uptake in mobile media consumption, and 64 percent of consumers now download apps, according to Accenture's 2012 Consumer Electronics Trends Study. Among this group, 49 percent have downloaded apps at least once a week in the past 12 months. Younger consumers are downloading more apps than older consumers and do so more frequently. Fifty-five percent of younger consumers have downloaded apps at least once a week in the past 12 months, compared with 44 percent of older consumers.

Information apps (such as news, sports or weather) are the most mature app category among consumers who have downloaded apps, followed by networking (social/ professional networks) and entertainment (such as music, single or group games, or videos) (Figure 8). Younger consumers are more likely to use networking and entertainment apps, while older consumers lean toward financial apps and apps for traveling. Regardless of age, the majority of consumers (73 percent) who download apps typically download those that are free.

Manufacturers’ and device software providers’ app stores are the preferred download locations (Figure 9), with far fewer consumers currently downloading apps from their wireless provider or telecom company.