Apps, Apps, and More Apps: Motivations and User Behaviours

This paper explores the reasons millions of people use stand-alone, task-oriented software programs designed for use on mobile devices, commonly known as “apps.” This study uses a survey with a probability sample of 576 app users. Consistent with the uses and gratifications approach, respondents were asked about their attitudes, interests, and opinions regarding apps. Theses measures were reduced to five factors. Then, regression analyses considered the factors as well as app use statistics and demographics to predict app use. The motivations of entertainment, convenience, and instrumentality are consistent with previously studied gratifications of the Internet and the mobile phone. However, the constant availability gratification for apps is unique because they provide quick access to information anytime and anywhere. Regression analysis showed these motivations predicted patterns of app use.