Study finds 57% of iPhone users don’t browse past top 25 apps

Ashleigh Allsopp
23 January, 2013
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New research has found that more than half of iPhone users don’t browse past the top 25 apps in Apple’s iOS App Store.

Mobile marketing specialists Surikate and GfK have carried out a study into iPhone user behaviour within Apple’s App Store, asking a total of 1,591 UK iPhone owners running iOS 5 or iOS 6 to participate in the research.

The survey found that 86 percent of visitors browse from home, probably because downloading apps while on the move can gobble up lots of data. Another reason for the increase in at-home browsing may be boredom: 11 percent of iPhone users confess to browsing for apps whilst on the toilet.

The survey also found that when on the hunt for a new app to download, 82 percent of iPhone users tend to take to the App Store’s top 25 lists first. Two-thirds of iPhone users say that they have also found apps through recommendations from friends, family and reviews.

Our research shows that getting an app ranked among the top 25 or higher in the App Store charts is crucial, as just over half of iPhone users (57%) will not browse beyond the first 25 applications,” said Surikate’s founder and CEO Jules Minvielle.

About 75 percent of iPhone users say that they will often download apps from the charts without any previous knowledge of the app, according to the study, but other aspects are also crucial. A total of 85 percent of iPhone users from the study said that strong reviews, good screenshots and a reasonable price are needed to convince them to download an app.

Games, Entertainment and Music were found to be the most browsed categories by both men and women, while men browse the Sports category more than women, and women visit the Food and Drink category more frequently than men.

Overall, the study found that the typical iPhone owner visits the App Store six times a week between 6pm and 9pm. On average, users spend 11.5 minutes browsing the App Store, and most users have around 30 apps installed on their phone, excluding Apple’s pre-installed apps.


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