The Effects of Consumer Innovativeness on Mobile App Download: Focusing on Comparison of Innovators and Noninnovators

In the new market for mobile apps, innovators, that is, early adopters of new products, have drawn attention from various researchers for their role in contributing to the success of a product. Due to the discrepancies between findings in these studies, a research framework and empirical model must be established to demonstrate how innovators affect the market for mobile apps in comparison to other types of users. To clarify the empirical basis on which innovators contribute to market development, we compare mobile app download patterns between innovators and noninnovators. Using the app download data of actual users in one of the largest app markets in Korea, we compare and analyze download behavior for a period of less than two years following their subscription to the market. The empirical analysis reveals that the download volume of innovators remains constant over a long period, while for noninnovators, volume is initially high, reflecting their interest in downloading, but it rapidly decreases thereafter. The results of this study have practical implications for companies seeking to assess the market value of innovators.