MTV Survey: 66% Of Mobile TV And Movie Apps Checked Daily

Two-thirds of TV and movie apps for mobile devices are checked at least once a day -- but more than a third of these apps (38%) are deleted in the first three weeks after download, according to an MTV Networks (MTVN) consumer survey.

MTVN commissioned the multipart "State of Mobile Apps" study to determine the attributes of the most popular apps. The report is based on a quantitative survey of about 1,300 self-reported daily mobile app users and qualitative interviews with dedicated app consumers. Overall, 83% of mobile app users said they are addicted to them -- and about 63% of women who use mobile apps every day would give up their favorite reality TV show for a year rather than lose access to their favorite app for that long. Roughly 45% of users said they spend more than 10 minutes with their favorite TV or movie app each time they open it, according to the study. Ease of use (79%) and new content (55%) are the biggest reasons consumers will use an entertainment-oriented app for the long term. Conversely, better alternatives (55%) and lack of new content (42%) will drive a consumer to delete an app.