• by Karl Greenberg , Staff Writer, June 7, 2011

Colleen Fahey Rush, EVP/CRO, MTV Networks spoke at OMMA Mobile about what makes people love, hate, use and forget their apps. "Apps create instant happiness," she said. "They serve as a mood changer and enhancer. Apps are life's small pleasure."

Rush said that in an MTV study 73% of respondents said "apps are a reflection of me." Seventy two percent said "apps are a gift I give myself."

"Apps help us experience by providing windows into our world," she said. "People use the word 'magical' when they talk about apps. Ninety one percent said apps expose us to new things."

She said MTV did a deprivation exercise asking consumers how willing they'd be to give up apps for a year. "Some younger consumers said they would rather give up sports and 80% of men said they'd give up their favorite reality show, 70% their favorite news source rather than give up their apps." She said sixty two percent of respondents said they'd give up coffee for their apps.

Rush said there's an addictive quality to use of mobile applications. Users, she said, "Are less tolerant of boredom and addicted to instant gratification." She added that they are also very spontaneous, interactive and participatory, and regard themselves as well informed.

The network also did a life-cycle study to examine how people choose apps and what determines how long they remain engaged with them, and give them up. "We determined there are four stages: discovery, adoption, trial, abandonment or long term usage." Rush said 53% of people find out about apps through users reviews, with personal recommendations a close second. As for adoption, Rush said 50% of consumers say a high number of positive ratings lead to downloads. "There have to be lots of positive reviews, not just a few," she says. "Adoption is also driven by friends." When it comes to paid apps cost is number one factor determined download.

During the trial stage 78% of users said they replace old apps with new ones when they find a better app for their needs. Seventy four percent said they keep apps on their phones even when they no longer use them.