The Rise of Apps Culture

Some 35% of U.S. adults have software applications or "apps" on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps. Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.

"An apps culture is clearly emerging among some cell phone users, particularly men and young adults," said Kristen Purcell, Associate Director for Research at the Pew Internet Project. "Still, it is clear that this is the early stage of adoption when many cell owners do not know what their phone can do. The apps market seems somewhat ahead of a majority of adult cell phone users."

"This is a pretty remarkable tech-adoption story, if you consider that there was no apps culture until two years ago," said Roger Entner, co-author of the report and Senior Vice President and Head of Research and Insights for Telecom Practice at Nielsen. "Every metric we capture shows a widening embrace of all kinds of apps by a widening population. It's too early to say what this will eventually amount to, but not too early to say that this is an important new part of the technology world of many Americans."