The data suggests that, not surprisingly, users looking for a game to play are in discovery mode, and are more likely to stumble across something that catches their fancy. Nongame apps appear to be the result of a direct, specific desire for a certain app, or at least a certain type of app.
According to eMarketer's latest estimates, there will be 221.7 million smartphone app users in the US. The vast majority (97.4%) have downloaded free apps. Only about one-third will buy an app this year, eMarketer projects.
Subscribers to eMarketer PRO: Look for a new report, "Mobile App Installs: What You Need to Know About User Acquisition," coming later this month. [UPDATE: The report has been published. Subscribers can access it below.]