MTV Research Finds Mobile App ‘Addiction’ Stronger Than Coffee, Soda Addiction

On Wednesday, entertainment giant MTV published the results from its “Love ‘Em or Leave ‘Em: Adoption, Abandonment and the App-Addled Consumer” study. The research simply confirms that which we already suspected with regard to mobile app usage. Millions of Americans are essentially “addicted” to certain mobile applications. A staggering 83% of daily mobile app users …   Read More

2905 5
2905 5

On Wednesday, entertainment giant MTV published the results from its “Love ‘Em or Leave ‘Em: Adoption, Abandonment and the App-Addled Consumer” study.

The research simply confirms that which we already suspected with regard to mobile app usage. Millions of Americans are essentially “addicted” to certain mobile applications.

A staggering 83% of daily mobile app users surveyed by MTV admit to being “addicted” to their apps. The research, which was aimed at studying the life cycle of apps, from how they’re found to why they’re ultimately cherished or deleted, prompted one participant to concede that some apps “are like Xanax in a phone.”

Drawing on a quantitative survey of more than 1,300 self-reported daily mobile app users, as well as qualitative, in-depth interviews with dedicated app consumers, MTVN found that apps are changing the lives of users by acting as a digital extension of their physical selves. Apps provide more pleasure, more free time and more new worlds to discover.

69% of men revealed that they would rather give up their favorite news source for a year than their favorite apps for that duration. Another 68% said the same for coffee.

Apparently, women are on the same page as men. 68% of females surveyed said they would rather go a year without soda than their beloved apps.

Among the other interesting findings of the research:

  • 91% said apps expose them to new things.
  • 87% said apps let them have fun no matter where they are or what they’re doing.
  • 77% said apps are their personal assistant.
  • 75% said apps give them time to relax.
  • 73% said apps allow time to connect and interact with family and friends.
  • 70% said apps make the rest of life better.

“Our brands live and die on buzz,” said Colleen Fahey Rush, Executive Vice President and Chief Research Officer for MTV Networks. “But app discovery and adoption is just as driven by buzz as any other content that we create.”

In this article

5 comments

  1. @ginarau

    No surprise, especially given the audience studied. However, young and old are using social media and the mobile devices to learn, find new experiences, and to have fun with friends. The key to success for brands is to make sure they have an optimized mobile experience (have you even tried to access and browse your site from a smartphone?), and enable login and social sharing from mobile devices.

  2. gowales01

    Any idea how we access the full survey?

    1. Kadley Gosselin

      Check out the slides from Colleen's presentation at http://www.slideshare.net/jloechner1/1400-mobile-… hope you enjoy the results! -Kadley Gosselin, Content & Communications Manager for Latitude Research

  3. Listen To Your Doctor and Quit Caffeine | Insights @ Furious Tribe

    […] research on mobile Apps. This morning we came across some research, done by MTV, which was found on mobilemarketingwatch.com. Which is aptly named “Love ‘Em or Leave ‘Em: Adoption, Abandonment and the App-Addled […]

Comments are closed.