Mobile activity rose 16% among older audiences last year | WARC | The Feed

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.

Why it matters

The coronavirus outbreak has prompted a surge in digital activity but this has affected audiences differently. While reaching older audiences through traditional TV remains valuable, using digital platforms to target Gen X and Baby Boomers based on their passions or hobbies, not just age, may also be valuable post-COVID.

Takeaways