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BizReport : Mobile Marketing : June 09, 2011

MTV: Might as well face it you're addicted to apps

In a new study, evocatively titled "Love 'Em or Leave 'Em: Adoption, Abandonment and the App-Addled Consumer", MTV reveals that most American mobile users are addicted to their apps and some would sacrifice some of life's little luxuries to keep them.

by Helen Leggatt

Of the more than 1,300 daily mobile app users surveyed by MTV a whopping 83% admitted to being "addicted" to the apps they had downloaded and decided to keep. One poor app addiction sufferer went so far as to describe his apps as 'Xanax in a phone'.

So enamored are they with their apps that over two-thirds of men (68%) would rather give up coffee than their favorite app (a problem if their favorite app is for Starbucks) and 69% would give up their preferred news source.

Among women who use apps regularly, 68% would give up their favorite soda for a whole year rather than lose access to their apps.

So what is it about their apps that make them so invaluable? The survey revealed that discovery, entertainment and personal organization were all key attributes:

• 91% said apps expose them to new things.
• 87% said apps let them have fun no matter where they are or what they're doing.
• 77% said apps are their personal assistant.
• 75% said apps give them time to relax.
• 73% said apps allow time to connect and interact with family and friends.
• 70% said apps make the rest of life better.

Nearly three-quarters (73%) of respondents said they discovered apps from personal recommendation or user reviews. Over half (53%) said that personal recommendations are important in deciding which apps to download, while 52% relied on user reviews and 42% said a friend's use of an app would persuade them to try it. Additionally, 47% discovered apps via app stores from the Apple and Android stores.

Tags: mobile apps, mobile marketing, mobile user, MTV

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