MTV Networks recently released the results of Love ‘Em or Leave ‘Em: Adoption, Abandonment, and the App-Addled Consumer, a thought leadership study conducted in partnership with Latitude. The study not only found that 83% of participants felt “addicted to apps,” but followed through with a deep-dive investigation to understand the role that apps play in our lives over time (e.g., the “lifecycle” of an app) and how they’re changing the way we think, relate, work, and relax—in other words, how we live.

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The study included a round of initial qualitative interviews, a deprivation phase (normal app users were asked to go app-free for 3 days), and a quantitative survey of more than 1300 app-engaged smartphone owners.

Key Findings

  • Apps Create Me Moments: As life’s newest small treats, apps allow intense personalization and hyper-focus, filling our idle moments with “me time” on-demand. This expectation for powerful, instantaneous “me focus” is making its way into desired in-app entertainment and ad experiences. Personal context is king!87% of participants said: “Apps let me have fun no matter where I am or what I’m doing.”
  • Apps Make Everyday Life Better: Apps are enhancing our day-to-day experiences directly by enabling productivity, achievement of our personal goals, and so on—and indirectly through the resulting creation of free time, improved mental well-being, opportunities for positive discovery, and more. “Apps don’t even have to relieve stress because it’s not even there to begin with; the problem is already solved,” said Joe, a 23 year-old study participant.77% of participants said: “Apps are my personal assistant.”
  • Apps Open Us to New Worlds: Whether it’s learning new languages or gazing at the stars, the possibilities seem endless as apps open people’s imaginations to the new and “magical.” As mobile technology rapidly innovates, people increasingly envision apps as complementing and transforming traditional media experiences into “something new.” “We learned that apps not only provide small doses of fun, but also offer real emotional and functional value to people’s everyday lives,” explains Neela Sakaria, Senior Vice President at Latitude. “People welcome the opportunity for apps to open their eyes to new experiences, skills, and even relationships. This presents a unique opportunity for content providers like MTV Networks and their advertising partners to extend the entertainment experience into deeper realms of relevance and engagement.”91% of participants said: “Apps expose me to new things.”The study also uncovered the life-cycle that apps tend to progress through, which can help give direction to mobile developers, content creators, and advertisers depending on their various goals.

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View MTVN’s EVP/CRO Colleen Fahey Rush’s presentation of the study at MediaPost’s OMMA Mobile below:

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View the presentation slides here.

Recent study press: