Freebie-loving Brits download an average of 29 apps for their smartphones but pay for just one in ten (11%) of them
Those aged 18-24 spend the most on apps and are the least likely to choose free ones, while 55-64 year olds are the most selective about what they download
Londoners splash out the most on apps for their phone (£11.89) while those in the South West spend the least (£4.79)
Six in ten smartphone users (61%) use less than half of the apps they download, while 29% use less than a quarter, as our phones become “app graveyards”.
There’s no doubt Brits have embraced smartphones – 39% of us now have one. But although we’re more than happy to fork out for high-tech handsets, we prefer a freebie when it comes to apps – only paying for one in ten (11%). That’s according to new research by Uswitch.com, the independent price comparison and switching service, which also reveals that the average smartphone user spends just £8.94 on apps. In fact, only one in seven (14%) have spent more than £20.
But maybe it’s lucky so many mobile users aren’t paying for apps as, although on average we download 29 apps for our smartphones, we only use 41% of them regularly. Six in ten of us (61%) use less than half of those we download, while three in ten (29%) use less than a quarter. Interestingly, those aged 55-64 download the least apps – just 23 each – but are the most likely to use them regularly (44%). By contrast, 18-24 year olds download the most apps – 37 each – and use 37% regularly. They are also least likely to choose free apps, spending £14.43 per smartphone.
App purchase by age groups:
|
Age group
|
Apps on current smartphone used regularly (%)
|
Spend (£)
|
Number of apps downloaded
|
Apps paid for (%)
|
18-24
|
37%
|
£14.43
|
37
|
16%
| |
25-34
|
36%
|
£9.60
|
36
|
12%
| |
35-44
|
43%
|
£8.55
|
29
|
11%
| |
45-54
|
43%
|
£11.45
|
31
|
11%
| |
55-64
|
44%
|
£5.83
|
23
|
8%
| |
65+
|
23%
|
£6.86
|
26
|
12%
|
Source: Uswitch.com
Londoners spend the most on apps (£11.89) and download more than anywhere else in the UK – 39 each – while those in the South West spend the least (£4.79) and download just 23 each. The Welsh are the biggest fans of free apps – they pay for just 6% of total app downloads while, at the other end of the spectrum, Londoners pay for 15%.
Ernest Doku, telecoms expert at Uswitch.com, says: “Our smartphones are fast becoming app graveyards, littered with unused downloads. While some are downloaded out of curiosity, people often get ‘free’ apps only to find they are riddled with pop-up ads or that they must then pay to unlock more than the basic functions.
“While many apps cost less than £1 to download, these purchases can really mount up so be careful about what you buy. Apple is currently offering compensation to US parents whose kids have made such purchases without their permission, some racking up mammoth bills. It’s easily done and something I would urge British parents to avoid as it can be a costly lesson to learn.”
App purchases by UK region:
|
Location
|
App spend for current smartphone (£)
|
Number of apps downloaded
|
App downloads paid for (%)
|
London
|
£11.89
|
39
|
15%
| |
North West
|
£11.72
|
32
|
12%
| |
South East
|
£10.52
|
26
|
11%
| |
East of England
|
£9.50
|
27
|
12%
| |
Midlands
|
£8.39
|
30
|
10%
| |
North East, Yorkshire & Humber
|
£8.43
|
30
|
9%
| |
Northern Ireland
|
£8.00
|
31
|
11%
| |
Scotland
|
£6.18
|
27
|
11%
| |
Wales
|
£6.03
|
35
|
6%
| |
South West
|
£4.79
|
23
|
9%
|
Source: Uswitch.com
Katherine Moss
Phone: 020 3021 5893
Email: katherine.moss@uswitch.com
Twitter: @uswitchPR
Research was carried out online with the Uswitch.com Consumer Opinion Panel amongst 1,700 respondents in February 2013.
When asked “How many apps do you think you have downloaded on your latest smartphone?” the average number was 29.
When asked “How many of these apps did you pay for?” the average response was 11%.
See table with full age breakdown above.
See table above.
When asked “Approximately how many of these apps do you use REGULARLY?” the average response was 41%; 61% said less than half; 29% said less than a quarter.
Source Ofcom: http://consumers.ofcom.org.uk/2012/07/uk-is-now-texting-more-than-talking/
When asked “How much do you think you've spent on app downloads for your latest smartphone?” the average price was £8.94. 14% respondents input a figure of higher than £20.
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