SAN FRANCISCO, Calif. AND FRAMINGHAM, Mass. August 14, 2012 – Onavo and International Data Corporation (IDC) have released a joint report – http://blog.onavo.com/2012/08/onavo-idc-mobile-commerce – finding dramatically different usage patterns in the mobile commerce app category between comparison apps that compare prices across different retailers and retail apps that are specific to a single major retailer. The analysis was performed on Onavo Insights data, aggregated from anonymized U.S. iPhone usage data for the months of June and July. Comparison pricing apps analyzed included BarCode Reader, PriceCheck by Amazon, RedLaser by eBay, and ShopSavvy. Retail brand apps analyzed included Best Buy, Target, Walgreens, and Walmart.

"One of the most surprising findings was that different mobile commerce app types have distinctly different usage patterns based upon days of the week," noted Scott Ellison, vice president, Mobile & Consumer Connected Platforms at IDC. "Users spend more time with retail brand apps during the workweek than pricing comparison apps, but that pattern reverses itself on the weekends when price comparison app usage soars past retail app usage."

"Mobile commerce is a killer use case for mobile apps," said Guy Rosen, CEO of Onavo. "Our data indicates that these apps are proving massively popular among mobile users, providing us with a new lens through which to glimpse into real world retail activity."

Key Findings

IDC and Onavo's joint report is based on Onavo Insights data, aggregated from Onavo's industry-leading panel of iOS users, comprised of Onavo app users in the U.S. The uniqueness and scale of Onavo Insights data enable IDC and Onavo to draw valuable insights into real world usage of price comparison and retail branded apps. Key report findings include:

• Comparison apps and retail apps may both aim at the mobile commerce space, but the two categories show dramatically different weekday usage patterns which reverse themselves on weekends.

• Retail apps are used more than price comparison apps on weekdays, but that reverses on the weekends when price comparison apps soar in usage past retail apps.

• The single biggest day of comparison app usage is Saturday, and the single biggest day of retail app usage is Sunday. This potentially implies that more mobile price checking and “showcasing” are done on Saturdays and more actual mobile purchases are being done on Sundays.

• Counter to expectations, the second highest day of retail app usage is Monday. With Sunday as the number one day for retail app usage, it would have been expected that Saturday or Friday would be the number two day. This implies that Sunday retail app usage has a positive carry-over effect on Mondays.

About Onavo

Onavo is the leader in mobile data intelligence, providing unique and in-depth analyses of mobile data usage. Onavo Insights data, aggregated from Onavo’s industry-leading panel of iOS and Android users, helps app developers, publishers and mobile industry professionals draw valuable insights into real world mobile usage to improve their businesses, from product strategies to marketing tactics and user engagement.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries worldwide. For more than 48 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com.

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