The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights: # The majority of mobile devices users download applications at least once a month. # Younger people are more likely to download an app to share with others # Users access their apps an average of 8x a day # And More...

1. 1
ThinkNow
Mobile App Trends
Report 2018

2. 2
ThinkNow Mobile Apps Report
Survey Method
Field Timing
303
Hispanics
515
Hispanics
1,311
Total Market
Plus Teen
Augment
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
258
Non-Hispanic
Whites
258
African-
Americans
280
Asian-
Americans
› Total Market: 18-64 years of age
› Teens: 13-17 years of age› April, 2018
MethodologyWhat is it?
ThinkNow Mobile Apps Report is a
nationwide survey that looks at how
Americans use and perceive their mobile
device apps. The study looks at Americans
as a whole and by key subgroups such as
age group and race/ethnic segments.
250
Teens
(13-17)

3. 3
Who We Are
An authority on creating
and managing research
products that help clients
gather insights about
rapidly changing consumer
segments.
Conduct online, behavioral,
in-person and telephone
research.
Research experience
specifically in the Hispanic,
African American, Asian and
Total markets.
Experience in hard-to reach
demographic sub-groups.
Only full-service market
research company that
owns & operates an in-
house Hispanic panel.
Servicing Fortune 500
clients, ad agencies, non-
profits and other market
research companies.

4. 4
Our Services
QUANTITATIVE
QUALITATIVE
MIXED MODE
info@thinknowresearch.com
818-843-0220
www.thinknowresearch.com
ONLINE MARKET
RESEARCH
COMMUNITIES
CONCEPT AND
COPY TESTING
ADVERTISING
EFFECTIVENESS
BEHAVIORIAL
TRACKING
WEBSITE
USABILITY
STUDIES
OMNIBUS
SURVEYS
ATTITUDES &
USAGE
BRAND
TRACKING
PRODUCT
TESTING
ONLINE &
OFFLINE
QUALITATIVE
ONLINE
PANEL
INTERCEPTS PHONE

5. 5
Key Findings
• Nearly 9-in-10 American adults own a smartphone; over half own a tablet.
• The majority of mobile device users download applications at least once a
month. A smaller share (49%) remove apps from their devices once a month or
more often.
• Younger people are more likely to download an app to share with others, or to
download an app for someone else to use. Mobile device owners have an
average of 27 total apps across all of their devices.
• Social networking apps are the most commonly downloaded and used
applications. Other very popular apps include weather, map/navigation/search
and games.
• Users access their apps an average of 8x a day. Teens and Millennials access
their apps significantly more often than their older cohorts. Peak period is
between 6pm – 9pm.
• Users feel that their apps are either very important or helpful in their everyday
lives. Only 14% say their apps are only for entertainment; not that important.
• Approximately one-third of Hispanic users are likely to download Spanish-
language apps.

6. 6
Smartphone/Tablet Ownership
A1. Which of these products do you own?
Base: Total sample
Over 8 out of 10 American adults own a smartphone and over half own a tablet.
• Women are more likely than men to own either device.
• Asians are the most likely to own a tablet.
• Teens over-index on tablet ownership.
Letters indicate statistically significant difference (95% confidence)
85% 85% 86%
81% 80%
89% 88%
84% 82%
88%
Total
Market
(18-64)
Millennials
(18-34)
Gen X
(35-54)
Boomers
(55-64)
Men Women Hispanics Whites African-
Americans
Asians
(A) (B) (C) (D) (E) (F) (G) (H) (I)
(1,311) (597) (476) (238) (646) (665) (515) (258) (258) (280)
57% 57%
62%
50% 51%
64% 62%
56%
59%
69%
Total
Market
(18-64)
Millennials
(18-34)
Gen X
(35-54)
Boomers
(55-64)
Men Women Hispanics Whites African-
Americans
Asians
(A) (B) (C) (D) (E) (F) (G) (H) (I)
597 476 238 646 665 515 258 258 280
Own a Tablet
D
GH
D
Own a Smartphone
Teens
86%
Teens
67%
Base
size → Base size →

7. 7
Letters indicate statistically significant difference (95% confidence)
A3. About how often do you download a new app to your mobile device(s)/delete apps from your device?
Base: App Users
The majority of mobile device owners download a new app at least once a month.
Frequency of Downloading/Deleting Apps
61%
67%
60%
68%
49%
27%
30%
26%
31%
22%
Total Market
(18-64)
Hispanics Whites African
Americans
Asians
Once a month or more
Once a week or more
D
D
D
49%
58%
46%
59%
34%
23%
25%
22%
29%
13%
Total Market
(18-64)
Hispanics Whites African
Americans
Asians
Downloading Apps
Deleting Apps
D
D
D
Once a Month +:
Teens: 83%
Millennials: 74%
Gen X: 59%
Boomers: 39%
Once a Month +:
Teens: 75%
Millennials: 61%
Gen X: 45%
Boomers: 34%
• Teens and Millennials are the most active in terms of downloading and deleting apps.
• Asians are less active than other racial/ethnic groups.
(A) (B) (C) (D)
(1,151) (457) (216) (221) (257)
(A) (B) (C) (D)
(1,151) (457) (216) (221) (257)Base size →

8. 8
Letters indicate statistically significant difference (95% confidence)
A4A. In the past 12 months, have you downloaded an app so that you can share and use it with other people?
A4B. In the past 12 months, have you downloaded an app for someone else to use (you yourself do not use it)?
Base: App Users
Younger users are significantly more likely to download an app to share with others, or to download an
app for someone else to use.
• Hispanics and African-Americans are more likely to download apps for this purpose compared to Whites and Asians.
Downloaded Apps to
Share/Use With Others
28%
39%
24%
14%
23%
32%
32%
26%
33%
24%
44%
59%
41%
24%
46%
43%
55%
40%
55%
43%
Have Downloaded Apps For
Someone Else to Use
BC
C
GJ
GJ
Total Market
Millennials (18-34) (A)
Gen X (35-54) (B)
Boomers (55-64) (C)
Males (D)
Females (E)
Hispanics (F)
Whites (G)
African-Americans (H)
Asians (J)
BC
C
D
GJ
GJ
Total Market
Millennials (18-34) (A)
Gen X (35-54) (B)
Boomers (55-64) (C)
Males (D)
Females (E)
Hispanics (F)
Whites (G)
African-Americans (H)
Asians (J)
67% of Teens (13-17)
download apps to
share and use with
other people.
Hispanics are the
most likely to
download an app
for a parent
These apps are downloaded
most often for children
(1,177)
(533)
(430)
(214)
(560)
(617)
(465)
(223)
(229)
(260)
Base
Size

9. 9
A2. In total, about how many Apps do you currently have on all of your devices?
Base: App Users
Mobile device owners average nearly 30 total apps across all devices.
Average Number of Apps Across All Devices
27 27 27 26
25
29
27 27
30
24
Total Millennials
(18-34)
Gen X
(35-54)
Boomers
(55-64)
Men Women Hispanics Whites African-
Americans
Asians
(A) (B) (C) (D) (E) (F) (G) (H) (J)
(1,177) (533) (430) (214) (560) (617) (465) (223) (229) (260)
• Except for a directional difference by gender, there are no significant differences across the key subgroups.
Teens
29
Base
size →

10. 10
All Categories of Apps on Device(s) – Total and by Gender
A4. Which of the following categories of Apps do you currently have on your mobile devices (regardless of whether you use them or not)?
Base: App Users - Total Market (n=1,151); Men (n=552), Women (n=599)
Social networking apps are the most commonly downloaded. Apps for weather, map/navigation/search
and games are also popular.
• A number of app categories are more popular with women than men including social networking, shopping and health/fitness.
Total Market (18-64) Men (X) Women (Y)
61% 80%X
59% 71%X
55% 69%X
56% 63%X
54% 61%
46% 65%X
47% 63%
40% 65%X
47% 50%
39% 42%
39% 43%
38% 38%
23% 44%X
20% 37%X
21% 33%X
21% 31%X
34%Y 15%
18% 29%X
20% 26%
17%Y 8%
1% 1%1%
12%
23%
24%
24%
26%
28%
29%
34%
38%
41%
41%
48%
53%
55%
56%
58%
60%
63%
65%
71%
Other
Business
Travel
Sports
Education/Learning
Food/Drink
Dining/Restaurant
Books
Health/Fitness
Video/Movies
News
Entertainment
Banking/Finance
Shopping/Retail
Utilities
Communication
Music streaming
Games
Maps/Navigation/Search
Weather
Social Networking
Letters indicate statistically significant difference (95% confidence)
More Hispanics have communication apps than
other ethnic/racial groups: Hispanics 64%, Whites
52%, AA 57%, Asians 52%
Asians are most likely to have travel apps:
Hispanics 24%, Whites 22%, AA 23% Asians 34%

11. 11
All Categories of Apps on Device(s) – by Age Group
A4. Which of the following categories of Apps do you currently have on your mobile devices (regardless of whether you use them or not)?
Base: App Users - Teens (n=229), Millennials (n=520), Gen X (n=424), Boomers (n=207)
The types of apps that people have on their devices differ by age group.
• Social networking, music, game and entertainment are more common among younger audience groups.
• Weather, maps and news are more popular among 55+ year old’s.
Letters indicate statistically significant difference (95% confidence)
13%
51%
26%
27%
24%
43%
32%
32%
19%
25%
56%
57%
65%
35%
68%
37%
59%
59%
59%
68%
10%
16%
17%
23%
26%
27%
28%
29%
29%
30%
41%
45%
47%
50%
51%
56%
61%
73%
76%
77%
Business
Banking/Finance
Travel
Dining/Restaurant
Food/Drink
News
Health/Fitness
Books
Education/Learning
Sports
Shopping/Retail
Utilities
Maps/Navigation/Search
Entertainment
Weather
Video/Movies
Communication
Games
Music Streaming
Social Networking
11%
48%
19%
27%
33%
33%
41%
32%
31%
24%
53%
56%
56%
55%
59%
49%
60%
66%
67%
80%
Teens (13-17)
(A)
Millennials (18-34)
(B)
Gen X (35-54)
(C)
Boomers (55-64)
(S)
13%
42%
25%
29%
17%
51%
24%
17%
18%
23%
48%
49%
70%
26%
72%
18%
40%
49%
38%
59%
DCD
A AB
CD
A AB
CD
AB AB
CD CD
A A A
CD CD D
A A
D D D
D D D
D
A
AD
CD CD

12. 12
Letters indicate statistically significant difference (95% confidence)
A8. On an average day, about how many times do you use an app?
Base: App Users
Number of Times Access Apps Per Day
Adults use their apps an average of eight times per day.
8.3
10.5
7.7
5.5
8.0
8.6 8.4 8.4
8.9
7.3
Total Millennials
(18-34)
Gen X
(35-54)
Boomers
(55-64)
Men Women Hispanics Whites African-
Americans
Asians
(A) (B) (C) (D) (E) (F) (G) (H) (J)
(1,151) (520) (424) (207) (552) (599) (457) (216) (221) (257)
B
J
B
• Teens and Millennials use their apps significantly more often than their older cohorts.
Teens
9.4
Base
size →

13. 13
A9. During what times of the day do you normally use apps?
A10. When are you most likely to use an app?
Base: App Users – Total Market (n=1,151); Teens (n=229), Millennials (n=520), Gen X (n=485), Boomers (n=207)
Daily App Usage – Total and Age Group
People use their apps virtually all day along; the peak period is between 6pm and 9pm.
• In general, Millennials tend to use apps the most throughout the day.
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am-9am 9am-Noon Noon-3pm 3pm-6pm 6pm-9pm 9pm-Midnight Midnight-6am
Total Market (18-64) Millennials (18-34) Gen X (35-54) Boomers (55-64) Teens (13-17)

14. 14
A9. During what times of the day do you normally use apps?
A10. When are you most likely to use an app?
Base: App Users – Hispanics (n=457), Whites (n=216), African-Americans (n=221), Asians (n=257)
There are no significant differences in app usage throughout the day among the racial/ethnic
segments.
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am-9am 9am-Noon Noon-3pm 3pm-6pm 6pm-9pm 9pm-Midnight Midnight-6am
Hispanics Whites African-Americans Asians
Daily App Usage – By Race/Ethnicity
• There are no significant differences by gender either.

15. 15
Total Market (18-64)
Millennials
(18-34)
(A)
Gen X
(35-54)
(B)
Boomers
(55-64)
(C)
Hispanics
(D)
Whites
(E)
African-
Americans
(F)
Asians
(G)
45% 37% 36% 39% 39% 49%D 44%
39% 49% 55%A 46% 47% 41% 47%
16% 14% 9% 15%J 14% 10% 9%
40%
47%
14%
My apps are a very important
part of my daily life
My apps are helpful, but I can
go without them
My apps are mostly for
entertainment, they are not
important
Letters indicate statistically significant difference (95% confidence)
A11. Which statement best describes you best in regards to the apps you have?
Smartphone/tablet owners that have Apps on their devices:
Base: App Users - Total Market (n=1,151), Hispanics (n=457), Whites (n=216), African Americans (n=221), Asians (n=257); Millennials (n=520), Gen X (n=485) and Boomers (n=207)
Importance of Apps in Daily Life
4 out of 10 mobile device owners say their apps are a very important part of their daily lives.
• Only 14% say their apps are just for entertainment and not really important.
• African-Americans consider their apps more important than other racial/ethnic groups.
• Overall, Teens place the most importance on their apps.
No significant
difference by gender
66% of Teens (13-17) say their
apps are an important part of
their daily life.

16. 16
Letters indicate statistically significant difference (95% confidence)
A12. Which statement best describes you best in regards to the apps you have?
A12a. Of all the apps you have, would you say that…?
A13. How likely would you be to download a Spanish-language app if the content was interesting/useful to you?
Base: Hispanic App Users – Total (n=460), Less (n=89), Bicultural (n=234), High (n=127)
Spanish-Language App Usage Among Hispanics
Overall, approximately one-third of adult Hispanic device owners use Spanish-language apps.
32%
59%
31%
5%
Total
Hispanics
Spanish-Dom
(A)
Bilingual
(B)
English-Dom
(C)
BC
C
21%
32%
4%
31%
29%
38%
48%
39%
58%
100%
Total
Hispanics
Spanish-Dom
(A)
Bilingual
(B)
English-Dom
(C)
All/Most in
English
About half are
English and
half are
Spanish
All/Most in
Spanish
Have Spanish-Language
Apps on Device(s)
Spanish vs. English Language Apps
AB
BC
B
• The majority of Spanish-Dominant Hispanics say they have Spanish-language apps.
63%
81%
62%
42%
32%
54%
28%
12%
Total Hispanics Spanish-Dom
(A)
Bilingual
(B)
English-Dom
(C)
Very/Somewhat Likely Very Likely
Likelihood to Download
Spanish-Language Apps
BC
BC
C
C

17. 17
Demographics

18. 18
Hispanics
(A)
Whites
(B)
African-Americans
(C)
Asian-Americans
(D)
Base size 515 258 258 280
Female 49% 50% 52% 53%
Age
Millennials (18- 34) 45% 34% 41% 40%
Gen X (35-54) 43% 42% 41% 44%
Boomers (55-64) 12% 24% 18% 16%
% Married 42% 49% 28% 52%
% with one ore more children 41% 28% 35% 32%
% Employment 59% 63% 56% 60%
% College Graduate or More 35% 44% 28% 64%
% Foreign Born 40% 6% 6% 59%
% Parent Foreign Born 76% 19% 19% 88%
Median Annual HH Income $46K $64K $38K $84K
Sample Profile

19. 19
Letters indicate statistically significant difference (95% confidence)
Teens
(13- 17)
Base size 252
Female 50%
Ethnicity
Whites 50%
African-Americans 15%
Hispanics 25%
Asians 10%
% Foreign Born 10%
% Parent Foreign Born 33%
Sample Profile