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07:19 25th October 2010
Developments in the IT industry have paved the way for new apps and their use is being influenced by others on social networking sites, according to Imran Choudhary, client manager at Kantar Media.
But this trend is not unusual, and does not hamper the opportunity for consumers "to express their motivations," he said.
"We find that, despite individuals needing to appear as individuals, large segments do form naturally based on their attitudes and purchasing behaviour – seeing these clusters and groups form is nothing out the ordinary, Mr Choudhary said.
He also said that when adopting anything new, the average consumer will follow the larger trend more often than not.
The expert said those tech savvy early adopters are the ones who might buck this trend and go for "an alternative approach".
Social influence plays a significant role in which apps people choose to download from Facebook, with users displaying a "herding instinct" that made them more likely to adopt highly popular apps, according to Oxford University.
Posted by Rachel Hughes
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