Consumer habits have changed as the App store turns 10

Apple is – of course – known for its mass-consumerisation of technology, simplifying complex devices and making them desirable. As founder Steve Jobs said: “You’ve gotta start with the customer experience and work backward to the technology.”

With that mantra the App store was born ten years ago (on July 2nd) and how consumer app habits have changed over a decade of small screen obsession? On average we now use 40 unique apps per month and spend 3 hours per day in apps for example.

Here app analytics firm, App Annie, runs through some of the numbers collected from it’s most recent App store report. 

With the birth of the App Store, we saw the rise and rise of apps and, more importantly, the start of major changes in the way we live our lives.

Back in 2010, top apps worldwide by revenue were dominated by productivity apps, with apps like DataViz’s ‘DocumentstoGo’, ‘Logmein Ignition’ and Google’s ‘Quickoffice’ at numbers 1, 3 and 7 respectively. Taking up other prominent places in the top 10 were sat navs Garmin’s ‘NAVIGON Europe’ and ‘TomTom Europe’.

In stark contrast, today we see entertainment, lifestyle, dating and music apps raking in the revenue. Aside from mobile games apps, Netflix is #1, with Chinese company Tencent’s at #2 spot and Tinder at #3. In fact, Netflix is now the most lucrative iOS app of all time by revenue.

We’re more time-poor than ever before, so many services have moved to digital; from banking to shopping, we can do it all from the device in our pockets. The average time spent in apps worldwide, every day, is up to three hours. That’s a phenomenal amount of time, but when you think of the lucrative rise of media streaming it makes a lot of sense. From watching your favourite Netflix shows on the commute, to group chats in Facebook Messenger…, the way in which we use our smartphones has completely evolved.

Bertrand Salord, VP Marketing EMEA, App Annie