More on Apps Study

Recently we cited a study from the Yankee Group that quantified the rising popularity of paid apps. Or, to put it another way, the increasing willingness of customers to pay for perceived value in apps. It's a perfect storm with the overall number of apps increasing dramatically, along with customers' willingness to pay (almost 1/3 this year compared to 18% last year) and pay more ($2.85 average price vs. $1.99). The study also shows some interesting differences between customers of various mobile carriers:

• AT&T customers download more apps (42% more) than those of other carriers. This makes sense since AT&T as the exclusive US home of the iPhone, the king of the app market.
• Verizon customers are more likely to pay for apps. Almost 2/3 of the apps downloaded by Verizon customers are paid.
• T-Mobile USA subscribers download about 18 apps year on average.