How Are They Different? A Comparative Study on 10 Consumption Patterns of Mobile Applications (Apps) Among Gender

Mobile or smartphone becomes an inevitable part of one's daily life. Mobile is the primary device for Indians as far as the digital needs is concerned. It is studied that on an average a consumer is exposed to at least four hours of mobile consumption on any day. Most of the works get done through mobile phones now days starting from payments of bills to entertainment to socialise with friends and families. Mobile applications make the task facile and convenient as its very easy to install/uninstall besides most of the apps are free on any platforms. Consumers have various intentions in adopting and using mobile applications. Factors such as influence, motivation, reference, education, entertainment, play an important role in consumption of mobile apps. It would be interesting to study how men and women consume mobile applications as they have different taste and preferences. This study discusses overall consumption patterns of mobile applications adopted by women and men. The results of the study provide insights to the marketers and app developers for better communication and consumer engagement