Nielsen's useful framework for thinking apps.

    At the apps-world,exhibitions and conference for app developers, I got a chance to see Nielsen's presentation on apps usage.There were many interest results of research. Among them, I want to share a useful framework of categorizing apps, which is top of this article.

    

    The framework is 2×2 matrix. Horizontal axis means the reason why consumers use apps such as getting things done or killing time. And vertical axis means that How apps run such as solitary or social. 

    Even though the framework can be useful, I think it should need some changes. The boundary between utility and entertainment is getting blur. For example Facebook evolves from entertainment to utility these days. And there is some transition from solitary to social. For example map services integrated some social functions. 

    And I want to share one more thing related to the framework. Which shows time-spent on each quadrant of the frameworks. According to presenter, Don Kellogg, the numbers below are just from android users.