Press Release

Increased Consumer Downloads Do Not Result in Increased Use of Tablet Apps

GfK MRI iPanel Data Reveal That Two-Thirds of Downloaded Apps Are Free

New York, NY, September 8, 2011 - As more marketers use Tablet apps to compete for consumers' attention and share of mind, new data from GfK MRI's iPanel show that increased Tablet app downloads do not necessarily result in greater consumer app usage.

Among the iPanel respondents who own a Tablet and have downloaded between one and nine apps on their device, 95% say they regularly use those apps.  In contrast, only 37% of owners who have 10 or more apps on their device regularly use this many apps, while only 16% who have 20 or more apps on their device regularly use this many.

How do tablet owners find out about the apps they download? Online app stores are the most powerful resource consumers have for discovering new apps.  Nearly 80% of tablet owners found out about the apps they downloaded either by browsing or searching an app store or because the app was featured in an app store.  Other popular ways Tablet owners find out about apps are reviews in magazines and newspapers (55% of owners), through a link within another app (24% of owners), ads on the Internet (23% of owners) and recommendations from family and friends ( 21% of owners).

Another marketing challenge when targeting Tablet users is the paid vs. free conundrum.  According to the GfK MRI iPanel, 66% of the apps that tablet owners downloaded in the last 30 days were free, while 34% were paid.

"These new insights show the challenge app marketers have when competing for Tablet users' share of mind and share of wallet," said Risa Becker, V.P. Research at GfK MRI.  "There seems to be a limit to the number of apps a consumer will use, regardless of how many are available to them.  Moreover, consumers' reliance on free apps suggests app marketers need to continue to implement revenue plans that do not necessarily depend on charging for apps."

The online GfK MRI iPanel is composed exclusively of adult Tablet and eReader owners.  More than 3,000 consumers participated in this iPanel survey.

Please Note: GfK MRI has additional information on the app behavior of Tablet users.  Click here to access a short video that shares additional insights, and visit the new Digital Intelligence section of


About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them.  Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

GfK MRI is part of The GfK Group, headquartered in Nuremberg, Germany.  The GfK Group offers the fundamental knowledge that industry, retailers, service companies and the media need to make market decisions.  It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media.  The No. 4 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff.  In 2010, the GfK Group's sales amounted to EUR 1.29 billion.

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CONTACTS: Anne Marie Kelly, SVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204,; Steve Ellwanger, Press Counsel Group: 203-856-8303,