Consumers Show Strong Interest in Mobile Apps’ Multifunctional Potential

January 13, 2014

This article is included in these additional categories:

Digital | Mobile Phone | Tablet | Technology

Accenture-Interest-in-Mobile-Apps-Jan2014A sizable proportion of consumers from 6 major markets around the world are planning to buy smartphones (52%) and tablets (40%) over the next year, with the majority of those purchases to be used as additional devices or replacements, rather than as new additions. That’s according to recently-released results from an Accenture survey [pdf], which notes that respondents are showing a high level of interest in mobile apps that offer functionalities that previously required the purchase of a different electronic device.

The survey – of more than 6,000 consumers in Australia, Canada, India, South Africa, the UK, and the US – measured current and planned use of 7 different types of mobile apps that offer functions that would otherwise require a device purchase. More than half of the respondents indicated an interest in each type of app. Specifically:

  • 72% currently or plan to use a camera app in the next 12 months;
  • 68% express such an interest in GPS driving apps;
  • 67% do or will use gaming apps;
  • 57% have an interest in e-book apps;
  • 56% currently or plan to use a voice or music recorder app;
  • 53% are interested in radio apps; and
  • 51% have or will use a TV app.

While there’s no trend data comparing interest in these apps to prior years, the researchers strongly imply a rising interest in all types of apps, noting also that consumers are increasingly using the functionalities offered by the other product categories on their “multifunctional devices.”

Whether or not that leads to dampened sales of other devices remains to be seen, although respondents’ plans to purchase various other devices such as GPS navigation systems and ebook readers are low in comparison to their plans for smartphone and tablet purchases. Smartphones have already been blamed for soft point-and-shoot camera sales; while there doesn’t seem to be much consumer interest in regular TVs, respondents to the Accenture survey appear to be enthusiastic about HD TVs, with 41% planning a purchase in the next year.

About the Data: The online 2014 Accenture Digital Consumer Tech Survey was conducted in October and November 2013 among 6,021 consumers in 6 countries: Australia, Canada, India, South Africa, the United Kingdom, and the United States. Respondents were equally split by gender and were at least 14 years old.

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