Greystripe Reports App Store Customers Use Free Apps for Only 9.6 Minutes


comscore-free-ad-supported-apps-download-iphoneGreystripe, a mobile apps ad network platform, has published a new consumer insight report that suggests App Store shoppers are easily bored, button pushers. What Greystripe’s new report indicates is that App Store shoppers use free apps for only 9.6 minutes at a time.

Greystripe also reports the typical iPhone and iPod touch user will use the app only 20 times before moving on to something else.

This is a situation where the old “good news, bad news” thing applies: The good news is that 80 percent of app users would download another free, ad-supported app. The bad news is that on average, they’ll use the app a total of 3 hours and 10 minutes before they put it away for good, Greystripe’s analysis indicates.

iPhone apps that display so-called “tailgate ads” are capturing app users’ attention, a heart-warming sign for mobile advertisers. Tailgate ads — short videos to promote products or other apps — typically engage views for as much as 22 seconds and 10 percent of users interact with these ads, to download a paid version, for example. Although 10 percent may not seem like much at first glance, it’s a big number as far as advertising goes. Close to half the respondents to Greystripe’s survey say they were more likely to interact with a rich-media ad, rather that a static (still) ad.

The report is based on a canvassing of 5,533 App Store customers in the first quarter of 2009. Greystripe’s data is based on 600 apps in its network and include some popular titles such as Beer Pong, from Jeremy Lazarus, WordWarp, from MobilityWare, and Cookie Bonus Solitaire, from Amplified Games.

In February, AppCraver reported on the results of a similar study conducted by Pinch CEO Greg Yardley and presented at the New York iPhone Developers Meetup on Feb. 18. Based on an analysis of 30 million downloads, only 1 percent of people who downloaded an app are still using it after 90 days, according to Yardley. The company says its stats are derived from the use of its tools in a “few hundred” apps including several that have garnered the top spots in free and paid categories.

Here’s where you can download a copy of Greystripe’s report on PDF.

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  • Penemuel

    Did the report take into account the fact that a number of paid apps are more business-oriented things like document editing/reading/etc. and those may naturally be used for a longer period of time than a free game of Reversi? Or the fact that a lot of people, after testing the free versions of apps, may have upgraded to the paid version because they liked what it did?