Millennials and men are top downloaders; gaming apps expected to top
Social Media (24%)
MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--
the leader in cloud and mobile testing, today announced the results of a
new online survey, which shows that 30% of smartphone/tablet owners plan
on downloading a mobile app on December 25th this year. As the industry
leaders in cloud testing for mobile apps, SOASTA commissioned the study
to raise awareness of what could be the busiest download day of the year1
so developers can prepare their apps for high traffic and download
rates. The online research was conducted by Harris Interactive on behalf
of SOASTA among 2,033 Americans (1,242 of whom own a smartphone/tablet),
18 and older, in November 2013.
Of the three in ten American smartphone/tablet owners expected to
download apps this Christmas day, 49% said they would download a gaming
app, followed by music (43%), and weather (27%) apps. The other most
popular app categories this holiday season are expected to be:
Men (35%) were overall more likely than women to indicate that they
expected to download an app (24%) on Christmas day, and more male
millennials (18 to 34 years old) surveyed2 who will download
apps on Christmas day expected to download a game app than their female
counterparts3 (58% vs. 42%). On a whole, millennials (47%)
are also most likely to download an app on Christmas day, followed by
35-44 year olds (25%), and 45-54 year olds (21%).
Considering those projected downloads - and the fact that the average
American has just 33 apps on their smartphone, slightly higher than the
global average of 25 app downloads per user4 - this holiday
season is expected to be a competitive one for app makers.
SOASTA’s latest survey comes on the heels of the company’s earlier
research from October, which showed that 91% of smartphone owners in
the top 10 American markets are likely to delete or uninstall their paid
mobile apps if they had technical issues or did not work properly. The
October study also showed that apps that fail to load also are often
deleted. Fifty-two percent of smartphone owners in all markets would
delete apps for that reason.
Earlier today, SOASTA also revealed its aggregated data from leading
brands using its mPulse
Real User Monitoring (RUM) solution, which shows that mobile traffic
peaked during the weekend after Thanksgiving, including Black Friday,
instead of Cyber Monday. In fact, mobile traffic from Black Friday
(November 29) to Sunday, December 1 was 62.5% higher than it was on
Thanksgiving and Cyber Monday.
“Three in ten Americans with a smartphone or tablet are planning to
download a mobile app on Christmas Day,” said Tom Lounibos, CEO of
SOASTA. “It’s a crowded market, and we already know that smartphone
owners are quick to delete or uninstall mobile apps that don’t perform
to their standards. More than ever, there is a lot of pressure to get
things right the first time around. It’s critical that companies test
for technical issues and speed before their app hits the market, or they
run the risk of losing customers during peak downloading season.”
This survey was conducted online within the United States by Harris
Interactive on behalf of SOASTA from November 22 – 26th among
2033 adults ages 18 and older, of whom 1,242 own a smartphone/tablet.
This online survey is not based on a probability sample and therefore no
estimate of theoretical sampling error can be calculated. For complete
survey methodology, including weighting variables, please contact
Trafton Kenney at (415) 442-4027 or Trafton.email@example.com.
SOASTA is the leader in cloud testing. Its web and mobile test
automation and monitoring solutions, CloudTest, TouchTest and mPulse,
enable developers, QA professionals and IT operations teams to test and
monitor users with unprecedented speed, scale, precision and visibility.
The innovative product set streamlines test creation, automates
provisioning and execution, and analyzes real user behavior in real-time
to deliver actionable intelligence, faster. With SOASTA, companies have
confidence that their applications will perform as designed, delivering
quality user experiences every time. SOASTA’s customers are many of
today’s most successful brands including Avaya, American Girl, Bonobos,
Backcountry.com, Chegg, Experian, Gilt Groupe, Hallmark, Intuit,
Microsoft and Netflix. SOASTA is privately held and headquartered in
Mountain View, Calif. For more information about SOASTA, please visit http://www.soasta.com.
SOASTA is a registered trademark of SOASTA, Inc. All other trademarks
are property of their respective owners. Other product or company names
mentioned may be trademarks or trade names of their respective companies.
Small base (<100); results should be interpreted as qualitative, or
directional, in nature
3 Small base (<100); results
should be interpreted as qualitative, or directional, in nature
According to Google’s
2013 Our Mobile Planet Smartphone Research.