Mobile Activity Rose 16% Among Older Audiences Last Year

Mobile app consumption rose by 16% among Gen X and Baby Boomers in 2020, a quicker rate than was recorded for Gen Z (+14%) and millennials (+13%), according to data from App Annie.

Mobile activity among Gen X and Baby Boomers in the United States (+30%) and UK (+27%) grew by over a quarter last year, far quicker than other age groups in these two countries.

However, this strong growth among older audiences was less visible in other countries. There was no age difference in mobile growth in France and Canada, while Gen X and Baby Boomers saw a smaller increase than other age groups in Germany, Australia, and South Korea.

App Annie also finds that Gen X and Baby Boomers are more likely to use mobile apps in the news and weather categories, while Gen Z favour social apps like Snapchat and Twitch. LinkedIn and financial apps also prove favourable to millennial audiences.

Additional research finds that both video-on-demand and gaming content is becoming more popular with older audiences during COVID-19 – two-thirds of Boomers are now gaming due to the coronavirus outbreak.

However, some argue that the age gap in consumption is widening, particularly as older audiences remain loyal to traditional TV. Targeting older audiences by passions or hobbies, not just age, may prove a useful digital strategy, though. Regardless of the medium, challenging stereotypes and stigmas is likely to be well received.

Credit: WARC