Fewer than 20 applications are installed, on average, on the Web-enabled devices that mobile consumers use, with only 50 percent of those apps actually used, according to a recent MRM Worldwide study.

The company rolled out a mobile attitudes study that interviewed 1,717 Internet users between the ages of 16-70 years old from Germany and Britain. The study tracked current mobile Internet and application usage patterns.

?The key finding is that four different mobile Internet users were identified and can be described by their mobile Internet usage behavior, socio-demographics, hobbies and their mobile phone behavior at the point-of-sale,? Peter Kiefer, senior strategist at MRM Worldwide, Germany.

MRM Worldwide delivers marketing serves that drive consumer behavior in order to grow client businesses.

Apps dilemma
According to the study, applications are no easy game.

The problem is getting on the screen and then getting the user to regularly use their applications.

In addition, developers and marketers have challenges.

There are so many applications in app stores that it is difficult for marketers and developers to know what the user will choose.

The number of installed applications varies greatly by user group, per MRM Worldwide.

The company narrowed down the group of users to The Restless and The Rookies.

The most active group of mobile online users are The Restless, which have 42 apps installed on average.

The least active group are The Rookies with only 9 applications installed on average on their devices.

User behavior
The study also found that there are four characters with a clear and distinguished profile ? The Rookie, The Rationalist, The Everday and The Restless.

The Rookie shows a very low usage intensity, where the mobile Web is being used selectively and is still reduced to a few basic services.

The Rationalist is used to the mobile Web and is using it on a regular basis, however there is a lack of real added a value.

The Everyday user understands the added a value and is using the mobile Web often, but the mobile Web is no real competition to the stationary Web, per the study.

Lastly, The Restless user finds the mobile Web to be an integral part of his or her life. The usage intensity is high and the user understands the services and the value that the mobile Web is offering.

?I think there are three surprising findings from the study,? Mr. Kiefer said. ?Even among the most active user types, smartphones are not that dominant ? although they have the majority among the Restless user type, there are a large percentage of  people who use Internet-enabled phones to connect with the Internet and its services on the go and that should be recognized.

?Additionally, socio-demographics don't really explain the differences in mobile Internet behavior,? he said. ?And Germany and the UK are not as different as one might think ? even though there are differences, of course."
 
Other key findings
The study also found that the mobile Web is not just for surfing.

Consumers use the mobile Web for specific and self-contained tasks such as checking the weather and reading emails.

The mobile Internet is not a substitute for other media channels ? it is used parallel to other channels, per MRM Worldwide.

?Marketers should try to understand your target audience and what they do and expect in the mobile space first, then think what you can do mobile,? Mr. Kiefer said. ?For a mobile marketing effort to be successful, knowing the target market is critical.  

?Mobile will leave the playground and will be taken more seriously,? he said. ?We are going to see more integration with other marketing initiatives.

?We are also going to see an increasing sophistication in the types of mobile offerings and services as consumer demand for constant mobility continues to rise.?  

Final Take