Tune, which provides software for mobile marketing management and measurement, surveyed 3,005 US smartphone owners during early summer 2016. Overall, the reasons why smartphone owners install a mobile app are pretty straightforward. For example, 31.0% of respondents said they downloaded an app because a friend recommended it, and nearly a quarter saw an ad for an app and found it to be interesting.
Search was another key driver of app downloads. Some 13.5% of smartphone owners said they Googled something and the app looked like a good answer. Furthermore, 13.0% saw an app featured by Apple or Google and assumed that it must be good. Read the rest at eMarketer.