Tablet Owners Spend More Money on Their Smartphone Apps
More than 60 percent of tablets owners who have installed apps on their smartphones have paid for an app.Tablet owners spend significantly more on smartphone applications than those who do not own a tablet, according to the latest results from Analysys Mason’s European and U.S. Connected Consumer Survey, with the share of smartphone owners who spend more than $6.50 a month on apps nearly three times higher for tablet owners. Consumers who own a tablet typically have more disposable income than those who do not own such a device, and are more likely to own high-end smartphones on which app spend is higher and more prevalent. More than 60 percent of tablets owners who have installed apps on their smartphones have paid for an app compared with 40 percent of non-tablet owners. Application spending is driven by a minority of users, which therefore generates intense competition among app publishers and little revenue for operators providing billing capabilities on app stores, according to the results. "The ability to isolate, understand and then encourage users to spend more on apps is critical for a long-term sustainable app strategy. Multi-device ownership is also known to drive mobile data spend," the report noted. "Operators can bundle app vouchers with multi-device tariffs to differentiate from the competition and drive multi-device connectivity onto their network."
The annual survey, which covers the telecoms and media usage and preferences of 6,600 consumers in France, Germany, Poland, Spain, the U.K. and the United States, revealed that more than half (53 percent) of smartphone respondents had never bought a mobile app when the survey was conducted in October 2012.