• by Gavin O'Malley , Staff Writer @mp_gavin, June 7, 2011

How are younger people discovering apps? Well, over half cite word-of-mouth, according to new research from MTV Networks. User reviews and recommendations, meanwhile, came in a close second, according to Colleen Fahey Rush, EVP/CRO at MTV Networks. That said, “I do think there is an opportunity to drive [app adoption] through our other channels,” said Fahey, in reference to MTV's TV and online presence. “We try to harness [all of our viewers] for word-of-mouth.”

How critical are apps to younger consumers? Albeit in an age of Red Bull and other alternative energy boosters, most respondents said they’d sooner give up coffee than their favorite apps! What makes a favorite app? Easy of use, first and foremost, according to Fahey. Also, great apps need constant streams of new content; have nice, clean looks; and be entertaining and fun to use.