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Brits love their smartphone apps, says GfK NOP

Stuart Dredge
Brits love their smartphone apps, says GfK NOP

And we're willing to pay for them, too.

The average British smartphone user downloads 15 apps to their handset, keeps 12 of them, and uses five daily.

That's according to a survey of 1,100 people conducted by GfK NOP. However, it found that 16-24 year-olds are using 10 apps every day on average.

It also found that a fifth of smartphone users in the UK are downloading more apps than six months ago, and a quarter of them say that there's no limit to the number of apps they'd like on their phones.

GfK NOP also canvassed attitude towards paying for apps. It found that a fifth of British smartphone users would never spend money on an app, but half have already paid for one.

"This study reveals people love their mobile phone applications and are willing to pay for the right one if they can find it," says GfK NOP's Ian Ralph.

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"Companies that can offer apps with the right user experience will find their way in to the hearts, minds and wallets of smartphone users."

More stats: two fifths of smartphone users download apps based on word-of-mouth recommendations from friends, family or colleagues.

Meanwhile, 30% download apps after reading about them on the web, while 28% download after noticing them on an app store.

The most popular app genres for women are games (48% use them), email (44%) and social networking (42%). For men it's email (43%), games (42%) and then travel apps (38%).

One thing GfK NOP's research doesn't do - or at least doesn't reveal in its press release - is how all these stats vary between different smartphones.

There's evidence of wide variance. Recently, US firm Nielsen claimed that the average iPhone owner has 37 apps installed on their handset, but that this falls to 22 apps for Android, 14 for Palm, 13 for Windows Mobile and 10 for BlackBerry.

Tags: gfk nop