Favorite Apps - Adults Aged 25-45
Much is written about the 25-45-year-old age group, given it is one that marketers target relentlessly. It is also the generation that has grown up with technology. Apps are second nature to especially the younger members of this group. The five apps that were identified as the most popular following ComScore's recent survey hold a few surprises. Amazon is the app that this generation rated first, followed by Gmail, and Facebook.
- A staggering 35% of those in this age group ranked Amazon as the app they "could not live without." They also said that the Amazon app was "essential in their lives."
- The app is free to download from both the Apple and Google Play stores. 26% of this group has the app on their home screen, 21% have it on their home screen in a folder, and 27% have the Amazon app but do not keep it on their home screen.
- Amazon state in its promotional materials that this app has been designed to "make shopping fun." The app enables users to locate merchandise using their phone camera, track orders in real-time, chat with Amazon, and have fun while shopping.
- In 2019, after six years, Apple was replaced in the top spot by Amazon as the favorite brand of the Millennial generation, which makes the choice of Amazon as their favorite app a little less surprising. It is also in line with an increasing preference among this age group to purchase fast-moving consumer goods online. 61% of this group purchased consumer goods online.
- The second most popular app among this group is Gmail, with 30% saying they could not live without it. Having grown up with the internet and mobile phones, this generation recognizes the importance of functional apps, like Gmail.
- The Gmail app is a free app available for download at the Apple or Google Play stores.
- This app allows subscribers to keep up to date with their latest emails. It offers a range of different features, including a comprehensive search feature, threaded conversations, contact updates, and undo send, to prevent embarrassing mistakes.
- Statistics show exactly why Gmail was considered the second most popular app. Google (through Gmail) accounts for 20% of the world's emails, which equates to 1.5 billion users monthly. 27% of all emails opened are Gmail emails. 75% of those using Gmail access it through the app on their phone.
- 61% of Millennials use Gmail for email. 54% of those aged 30-44 use Gmail. 39% of Gen X (who make up the leading edge of this demographic) use Gmail. These are the members of the identified demographic, the majority of the members are using Gmail as their primary email, which provides some rationale for its selection as the second most popular app.
- Facebook's revelation as the third app that members of this demographic can't live without, given that its popularity is waning among the younger members of the group, is a little surprising. However, Facebook remains popular with the older Millennials and younger Gen Xers, also included in the demographic considered.
- Instagram and Snapchat, thought to be more popular than Facebook among this demographic, did not even make the top five most popular apps. A survey that followed this research found that among this demographic, the number of people that use Snapchat is noticeably less than Facebook.
- Like the other apps in the top three, Facebook is a free app that can be downloaded from the Apple and Google Play stores.
- While Facebook has seen a decline in users under 25, this has not been reflected in the 25-45-year-old age group. The Facebook "watch" feature has become compelling viewing, with 40% of the group saying they watch at least one video in this feature weekly.
- This group spends, on average, 30 hours per month on mobile social apps, and for 80%, Facebook is one of the three apps used regularly. There is much written about social media and Millennials, so it is not surprising that a social media app was one of the most popular apps among this group.
Millennials are the generation born 1980-1994. They are aged 26-40 years of age currently. Given that there is no specific data available on the favorite apps of those aged 25-45 years of age, the Millennial population has been used as a proxy. Only 13% of this group has amassed $250,000 or more in investable assets, so some broad generalizations can be made based on the behaviors of the Millennial population.
To determine the apps that were most popular among this demographic, we reviewed a range of media publications, scholarly research, surveys, and industry publications. We were able to identify the Comcast Survey, which asked this exact question to the required demographic. The study conducted by Comcast is the leading research in the area, and the most recent. It has been cited numerous times in articles and research in this area. The research was reported in multiple publications, and the feedback supports that the apps identified by the survey are the most popular apps among this demographic. Once we had identified the apps, we reviewed the aforementioned sources to identify the reasons for their popularity.