Psychological States Infographic
8 Psychological States That Drive App Downloads
Your Psychological State is a better predictor of which apps you will like and use than any other app discovery method (Top Charts, Most Highly Rated, Trending Now, apps your friends have, etc.)
There are 256 different possible combinations of Psychological States.
An average person goes through 2.3 Psychological States in a day.
Which ones are you?
Achiever
- I like to express myself creatively
- Avg. age: 40
- 61% college grad
- Work: Full-time 69.2% Part-time 10% At-home parent 10.4%
- 50% have children under 18 in household
- Strives for self-improvement
- Most common Psychological State for women
- Celeb counterpart: Martha Stewart (Author, TV personality, businesswoman)
- Device Info: Least likely to own Android
- Top categories: Food, Fitness
- Sample apps: Pocket Yoga, Epicurious
Help-me Parent
- Work is a top priority
- Avg. age: 38
- 61% college grad
- Work: Full-time 63.9% Part-time 10.9% At-home parent 21.8%
- 97% have children under 18 in household
- Wants to keep kids occupied and learning
- Most likely to have kids under 18 in household
- Celeb counterpart: Claire Huxtable (TV mom)
- Device Info: More likely to have an iPhone than Android, Owns on average 2.2 devices
- Top categories: Games, Education
- Sample apps: Khan Academy, StarWalk
Amuse Me
- I am a practical joker
- Avg. age: 39
- 56% college grad
- Work: Full-time 65.5% Part-time 12.5% At-home parent 12%
- 58% have children under 18 in household
- Stay entertained while passing time
- Most prevalent Psychological State
- Celeb counterpart: Ellen Degeneres (Comedian, Talk show host)
- Device Info: Owns on average 2.1 devices, Most likely to own a Kindle
- Top categories: Entertainment, Games
- Sample apps: Draw Something, Action FX
Optimizer
- I like to try new things
- Avg. age: 40
- 60.3% college grad
- Work: Full-time 70.6% Part-time 7.3% At-home parent 9.8%
- 55.7% have children under 18 in household
- Motivated to be most efficient self
- Celeb counterpart: Marissa Mayer (CEO Yahoo!)
- Device Info: More likely to have an iPhone than Android, Owns on average 2.0 devices
- Top categories: Productivity, Navigation
- Sample apps: Wunderlist, Dragon Dictation
Trend Watcher
- I tend to do things at the last minute
- Avg. age: 37
- 61.7% college grad
- Work: Full-time 73.7% Part-time 6.2% At-home parent 10.7%
- 63.7% have children under 18 in household
- Likes to keep up with trends and style
- Celeb counterpart: Gwyneth Paltrow (Actor, Singer, CEO of goop.com)
- Device Info: Has the most devices (2.7) of all states, Most likely to have an iPad with their Android
- Top categories: Entertainment, Style
- Sample apps: EW Must List, VEVO
Saver
- I like a quiet night at home
- Avg. age: 41
- 51% college grad
- Work: Full-time 63.8% Part-time 9.1% At-home parent 13.9%
- 52.3% have children under 18 in household
- Save money through coupons and comparison shopping
- Celeb counterpart: Suze Orman (Financial guru)
- Device Info: Owns the least number of devices, More likely to have an Android
- Top categories: Shopping, Deals
- Sample apps: Gas Buddy, Retail Me Not
Connect Me
- I expect technology to save me time
- Avg. age: 40
- 54.3% college grad
- Work: Full-time 66.5% Part-time 11.5% At-home parent 12.6%
- 61% have children under 18 in household
- Share with friends and family
- Celeb counterpart: Kelly Ripa (Talk show host, TV producer)
- Device Info: More likely to have an Android than an iPhone, Least likely to have an iPad
- Top categories: Social networking, Shopping
- Sample apps: Words with Friends, What’s app
Explorer
- I like to be in the know
- Avg. age: 41
- 71% college grad
- Work: Full-time 70.1% Part-time 9.5% At-home parent 8.6%
- 57% have children under 18 in household
- Seeks out knowledge and news
- Most common Psychological State for men
- Celeb counterpart: Steve Martin (Actor, Writer, Art Collector, Banjo Player)
- Device Info: More likely to have an IPhone than Android, Owns on average 2.1 devices
- Top categories: News, Reference
- Sample apps: TED, Wikihood
App facts
- Men and women download apps at equal rates.
- 45% of people report using less than half of the apps they have downloaded while 55% report using more than 50% of the apps downloaded.
- Parents use apps at significantly higher rates than do people without kids in the household.
- 24% of parents use 95-100% of apps downloaded
- Women are significantly more likely to use apps multiple times per day than men.
- 47% of women surveyed reported using apps multiple times per day vs. only 39% of males.
- While men and women do have some overlap in the types of apps they use most frequently (both put Weather, Utilities and Navigation/Maps in their top 5 app categories)
- Women are significantly more likely to use apps multiple times per day than men.
- 47% of women surveyed reported using apps multiple times per day vs only 39% of males.
- While men and women do have some overlap in the types of apps they use most frequently (both put Weather, Utilities and Navigation/Maps in their top 5 app categories)
- Women choose apps for Social Networking and Men prefer apps for News and Sports.
Source:
appSmitten conducted a statistically valid study of current app users across the U.S. and identified fundamental Psychological States that exist amongst people who own smartphones and tablets. The study was conducted by appSmitten’s research advisor Regina Lewis, PhD and Associate Professor in the College of Communication and Information Sciences, The University of Alabama in partnership with research consultancy Directive Analytics.
appSmitten (www.appsmitten.com) delivers personalized app recommendations based on an individual’s lifestyle, needs and interests.
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