Connecting with older consumers

Dick Stroud

Apple's success with its iPhone and iPad has been the consumer technology success story of the year Dick Stroud explains why these products are particularly relevant to older consumers and the implications this has for marketers

The Statistics of the growth in popularity of the app are staggering. Apple opened its online App Store in the middle of 2008. Within ten months the billionth app was downloaded. The same number again were downloaded by the end of 2009. In October 2010 the store contained more than 300,000 apps and has processed seven billion downloads.

While a quarter of all apps downloaded are free, they do generate significant revenue. In December 2009, the 58 million people who downloaded apps paid a quarter of a billion dollars for the pleasure.