Readers take note! How many apps have you downloaded in the last 1 year? We are confident that you have downloaded at least 5 top Android or iOS apps on your smartphone. We are also confident that more than 2 of those apps are e-commerce or financial apps. The dominance of e-commerce and e-money is overwhelming but it does not imply that they are the most dominating factors in our life. The presence of such apps is an indication that mobile apps in particular are an important part of our mobile behavior.