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New Research Shows Deepening 'Appdiction' to Mobile Phones and Apps

Apigee Institute

SAN JOSE, CA--(Marketwired - Feb 19, 2015) - Apigee®, developer of the intelligent API platform, today announced new research showing that rising numbers of smartphone owners are becoming more dependent on their devices, with some saying they could not maintain a relationship with a significant other or find new friends without their smartphone.

The Apigee Institute's 2014 Digital Impact Survey, deployed in collaboration with Stanford University's Mobile Innovation Group (MIG), illustrates that people's addiction -- or "appdiction" -- to their mobile phones is on the rise. One thousand U.S. and U.K. smartphone owners were surveyed.

The findings are especially notable for the quarter of smartphone owners who use their devices the most, or the "top app users:"

  • Twenty-one percent of these top app users said they could not maintain a relationship with a significant other without the apps on their mobile device. Nineteen percent said they wouldn't be able to find new friends. Seventeen percent said they couldn't do their jobs.

  • A majority of the top app users admit to using their phones nearly all the time, including while at dinner with others. Fifty-five percent check at least one app hourly or more frequently.

  • Reflecting apps' penetration into all parts of their lives, 77 percent have downloaded a banking app in the past year, 72 percent a retail app, and 60 percent a diet or fitness app.

  • Eighty-one percent agreed that overall, their mobile phone made them more productive. Eighty-eight percent rate app shopping favorably.

  • Nearly 9 in 10 reported they don't plan to reduce the number of apps they download in the next year, with 45 percent saying they plan to increase the number. Similarly, 97 percent reported no intent to decrease the amount of money they spend via apps, with 38 percent planning to spend more.

While these top app users -- defined as the top 25 percent of smartphone owners based on frequency of use across 12 categories of app -- indicate a sharp tip to the mobile use spear, the indications of broad disruption are evident for all smartphone owners represented in this survey.

The 2014 Digital Impact Survey reveals that 88 percent of all smartphone owners plan to spend at least as much time in front of their mobile screens in 2015 as they did last year, and 30 percent of them expect to increase their usage. Thirty-two percent plan to increase the number of apps they download.

Eleven percent of smartphone owners reported they are unable to be happy without their electronic companions, and more than one in 10 said they are incapable of maintaining a relationship with their significant other without their phone.

Smartphones Have Changed Everything

The survey showed that getting a mobile device has significantly changed many facets of people's lives.

  • 92 percent reported that having a smartphone has altered how they connect with friends;

  • 58 percent said it has changed how they manage their health;

  • 49 percent said it has changed how they date;

  • 84 percent of shoppers said it has changed how they shop;

  • 78 percent of people who use banks said it has changed how they bank;

  • 70 percent of TV viewers said it has changed how they watch TV and movies;

  • 65 percent of employees said it has changed how they do their job.

High Consumer Expectations
People expect a broad range of the businesses and other organizations with which they interact to provide key products and services via apps within the next two years, according to the survey.

Ninety-four percent said they expect key products and services via apps from their bank. Ninety-two percent expect it from department stores. Ninety-one percent expect it from restaurants, and 90 percent from grocery stores. For educational institutions, the number was 86 percent and for stockbrokers, 83 percent. Seventy-five percent expect an app from their doctors, 72 percent from local government, 72 percent from hardware stores, 62 percent from lawyers and 57 percent from mechanics. Forty-nine percent expect it from their church.

The Apigee Institute is the research and strategy arm of Apigee, developer of an intelligent API platform for digital business. The Apigee Institute is dedicated to helping Global 2000 companies extend their leadership in today's app economy. Its annual Digital Impact Survey studies how mobile apps are changing consumer behavior, trends over time and what these shifts mean for businesses.

The survey was conducted from Sept. 30 through Oct. 7, 2014. The 1,000 respondents' age, income, education and gender distribution was structured to reflect the U.S. & UK smartphone market according to the Pew Internet & American Life Project (US) and the UK Office of Communications (UK).

About Apigee
Apigee provides the intelligent API platform for digital business acceleration. Many of the world's largest organizations have selected Apigee to enable their digital business, including 20 percent of the Fortune 100 and 25 percent of Fortune's 50 most admired companies. Apigee customers include global enterprises such as Walgreens, eBay, Burberry, Shell, Live Nation, and First Data. Apigee is headquartered in San Jose, California and has over 400 employees worldwide.

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