App developers work in an exciting field that is currently undergoing remarkable growth. That growth, however, isn’t guaranteed for each individual company. A better understanding of your app’s user demographics can help you target your audience with activities and communications that will keep them loyal to your brand.

1. Moms Have Become Mobile Addicts

Mobile addicts, people who use apps at least 60 times per day, are a key demographic for companies. Between 2013 and 2014, that segment of app consumers grew by 123 percent. Statistics show that mothers have played a significant role in that growth.

If you find that a lot of women in their 30s and 40s use your app, then you are probably benefiting from this emerging trend. You could get even more out of it by targeting these moms with your company’s content. Starbucks captures the mom market with an app that integrates rewards and payment options into a single place. Eventually, Starbucks will use its app to let customers preorder or deliver their drinks. That makes the morning routine just a little easier for mom.

2. Young People Download Apps More Than Any Group

According to Pew Research’s Internet Project, 65 percent of cell phone owners between 18 and 29 download and use apps. 53 percent between 30 and 49 do the same. Interest starts to wane in older demographics. Only 8 percent of cell phone owners over 65 download apps.

Organizations that want to promote mobile app loyalty in young people should try to find unique methods that inspire users. A case study conducted by Apple Inc. shows that college and university students often use mobile apps to record class notes. Teenagers, however, are more likely to use mobile devices to play a variety of games, listen to music, and socialize with friends.

If you want to attract a lot of young people to your app, make it social and fun. If you want to capture the college market, give them useful tools that make studying easier.

3. Android and iOS Users Want Different Things

Something as simple as the type of device a person uses can put him or her in a different demographic for your app. Research suggests that Android users respond better to advertisements than in-app purchases. Apple customers, however, spend an average 45% more on in-app purchases.

The Explore Shakespeare app from Cambridge University Press shows that the publishing industry can use this knowledge to make money from its iPad readers. The free app offers introductions to six popular plays. To access more, the user has to purchase the plays through the app. Buyers also get enhanced features for learning lines and understanding difficult scenes.

According to current research, a similar app designed for Android devices would keep more loyal readers by using advertisements instead of in-app purchases. This could help book, magazine, music, and other publishers understand how they can generate more income from different segments of their audience.

When you don’t know who uses your app, you don’t know how to brand your organization in a positive way that will convince them to spend money, look at ads, and keep using the app for months or years. Once you know who you’re communicating with, building a loyal audience suddenly becomes easier.


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