App Downloads Nearly Doubled on Christmas Day - eMarketer

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App Downloads Nearly Doubled on Christmas Day

Three in 10 mobile device owners planned to download apps on December 25

January 7, 2014

Mobile devices seem to be entrenched firmly into the holiday spirit: Not only does an increasing share of holiday shopping get transacted on mobile phones and tablets, including on Thanksgiving Day during what used to be designated “family time,” but holiday mobile use goes beyond the utilitarian. Christmas Day has become a major occasion for app downloads.

According to Flurry, downloads of apps tracked by the service were up 91% on Christmas Day compared with the average day during the first three weeks of December. And while this spike is large, it’s smaller than those that occurred in 2011 and 2012, when app downloads more than doubled on Christmas Day compared with a normal day.

Still, year over year, Christmas Day downloads were up by 11% in 2013, while December as a whole posted a 90% increase.

Mobile App Download Growth Worldwide on Christmas Day vs. Month of December, 2012 & 2013 (% change vs. prior year)

Cloud and mobile testing firm SOASTA reported earlier in December that 30% of smartphone and tablet owners planned to download apps on December 25, including 35% of men and 24% of women. Top categories expected for Christmas Day app downloads included gaming, music and weather.

Top 10 App Categories that US Smartphone/Tablet Owners Expect to Download on Christmas Day*, Nov 2013 (% of respondents)

SOASTA also reported that millennials were the most likely age group to say they would download an app on December 25, with 47% planning on it. They were far in the lead, with just one-quarter of second-place 35- to 44-year-olds saying they would download apps that day.


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