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FOR IMMEDIATE RELEASE

Contact

Kim Doe

Proximity Media Analyst

410-704-8000

[email protected]

Proximity Finds Students Prefer Mobile Apps Over Web Browsers

Focus group sessions with Towson University students reveal that Gen-Y smartphone users find

mobile apps more convenient and easier to use than their phone’s web browser. Browsers force

them to perform tasks one at a time, but they can use several different mobile apps

simultaneously.

Towson, MD, March 29, 2012 – Proximity, a Gen Y social media strategy group, announced

today results from focus groups conducted with over 300 college students regarding their use of

social media. The sessions revealed that Gen-Y students are using a variety of mobile apps and

prefer them to their phone’s Internet browser function. Most participants reported they find apps

more convenient and accessible than the browser. The results also show that social networking

and gaming apps are the most popular with Gen-Y users.

“Having a website is no longer enough,” said Paul Miers, Proximity’s Director of Research.

“Gen-Y consumers expect businesses to provide apps that help them perform tasks and access

social media.”

Students Use Mobile Apps for Search and Play

Students most often use apps to access social networking sites, check email, weather, and news,

and play games Although students prefer free apps, many of them said they will pay for an app

they like.

These findings are consistent with a Nielsen survey of app users which showed that:

 93% are willing to pay for a game;

 87% are willing to pay for entertainment apps;

 84% are willing to pay for productivity, as well as maps /navigation and search apps.

Proximity’s results confirm just how popular gamming apps are. As one focus group participant

confessed, “gaming apps such as Draw Something can be addictive.”

Comment [PM1]: Title case headline with key words, including Proximity, that gets reader’s attention.

Comment [PM2]: Objective summary of news being announced.

Comment [PM3]: Standard journalism lead paragraph with dateline and basic news announcement keyed to headline.

Comment [PM4]: Two sentence “money quote” from Proximity spokesperson with full name and title.

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Comment [PM6]: Provide link to secondary source.

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Comment [PM8]: Direct quote from participant.

mailto:[email protected]

http://blog.nielsen.com/nielsenwire/online_mobile/games-most-popular-mobile-app-category

Businesses Can Develop Apps to Reach Younger Consumers

“The widespread use of mobile apps,” Miers noted, “provides businesses with new opportunities

to engage their younger customers.” Julianne, a 20 year old focus group member, explained that

she loves shopping online, but the browser function on her smart phone does not make this task

easy. If online stores such as Victoria Secret had a specialized app that made it simple to browse

the websites and redeem coupons, she said she would buy from them more often.

About Proximity

Proximity is a Gen Y social media strategy group. Its analysts know how to connect with their

generation using campaigns designed for the new media landscape. Because it is associated with

Towson University, Proximity has immediate access to a large student population and the

expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized

campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus

group sessions to keep marketers up to date on the social trends and emerging technologies that

determine how this cohort communicates and what it purchases.

Visit Proximity’s blog at http://proximityblog.blogspot.com/ to read more about its take on the