App syncing

I recently upgraded my phone to iphone 5. I previously back up to iCloud and now seem to have difficulty retrieving App content. On set up of new phone, I chose option to back up from last iCloud backup for the old phone, and the Apps appear etc, but content has not. The Apps seem to "hang" for ages on "loading" or when installed, have nothing in them. On managing storage, it shows my devices and the storage for my old phone still intact. How do you transfer it to the new device? I have not yet deleted my old storage or anything off my iphone 4, in case there is a simpler solution to transfer material.

In iTunes, the new phone seems only to back up the new content, not anything previous. Help? I have over 7,000 photos and notes in limbo!