Editor's introduction: For some applications, the user group is divided by age and gender, and each group will show a certain preference trend, and due to the difference in countries, there will be some differences; but most of the application categories will be relatively small and negligible.
We've seen clear signs of preference in user groups segmented by age and gender. While some of the trends are true, they are skewed to varying degrees across countries and the apps that each user group likes vary.
It is important to note that our analysis is limited to both men and women and does not represent all gender identities.
Generation Z is indeed the Instagram (and TikTok) generation
The 2022 Mobile Market Report also contains data on user demographics by age. Many readers will pay attention to Gen Z's app preferences. That's because the 16-24-year-old user group is the first group to use smartphones, and they are entering the workplace, and their spending power will increase.
The data shows that Gen Z is heavily inclined to use photos and videos, entertainment, education, and social apps.
An index above 100 means that the category is more inclined to that group (index – 100 = % is more likely to be used), while indices below 100 are less likely to be used (index – 100 = % is less likely to be used).
In Japan, for example, the education index is Gen Z (246), millennials (69), and Gen X/Baby Boomers (62), which means that in Japan, Gen Z users are 146% more likely to use photo and video apps than the general population.
Conversely, millennials and Gen X/Baby Boomers use photo and video apps 31% and 38% less than average, respectively.
Gen Z's favorite apps are also inherently social. Interestingly, Instagram outperformed in terms of monthly active users (it ranked first or second across all 7 markets). But keep an eye out for the rising TikTok.
Of the 7 markets of Gen Z, it ranks in the top five of 6 markets. We predict that its monthly active users will exceed 1.5 billion by 2022, indicating that it is still on the rise.
At other age groups, Gen Xers/Baby Boomer app preferences are similar across all markets. Weather, news and healthcare scored the highest among the senior population in almost all countries. What varies is the degree, or the degree of skew used for the relevant application.
In some markets, the categories are less skewed among the user base, indicating that they are closer to the overall picture. However, in Western markets, this gap is particularly pronounced.
In Canada, the weather app's index is Gen X/Baby Boomer (148), Millennials (101) and Z (56), meaning Gen X/Baby Boomers are 48% more likely than average to use weather apps.
Second, gender differences have emerged, but popular applications have bucked the trend
The data from our Mobile Market Report 2022 shows that men and women have significant differences in app choices.
For example, among the seven regions, sports games have the largest gender differences, mainly in male user groups. In the UK, the "exponential skew" of sports apps (benchmark 100) shows 183 for men and 33 for women, meaning that in the UK, men are 83% more likely than the average to use sports apps.
On the other side of the chart (the women's index is the most skewed), the Health & Fitness and Shopping categories are most inclined to women. Be aware, however, that the gap is usually much smaller.
In France, for example, the biggest gap between women's demand for apps (shopping apps) is 115 (women) vs. 85 (men) – meaning that Women in France are 15% more likely than the average to use shopping apps.
Interestingly, applications are the opposite of category trends – which shows that both benchmark market data and granular application-level estimates are important.
Taken together, they make a powerful difference and provide you with user acquisition, market and collaboration information.
While shopping apps in various markets tend to favor women overall, Amazon has more male users in Japan, the U.K., Germany, France, and Canada. Only in the U.S. is Amazon more inclined to women.
For most application categories, gender differences are negligible
It's also worth noting that in most categories, there isn't much difference in male and female application preferences, especially in Western countries.
In the United States, for example, there was little difference in gender preference across 10 categories (business, weather, productivity, travel, social, lifestyle, books, medical, photos, dining and food). The biggest gap is in the business category, but only 91 (women) vs 110 (men), which is slightly more inclined to men.
Each country is unique, and it is important to integrate these differences into a comprehensive mobile strategy.
In addition, there are some anomalies hidden in the data, and the 2022 Mobile Market Report lists the most likely apps by gender based on monthly active users (MAUs).
In all markets, the apps most used by female users are social apps – Facebook (US, Australia, Canada), WhatsApp (France, Germany, UK), LINE (Japan), KakaoTalk (South Korea), while apps with the highest number of monthly active users tend to be male users, covering multiple categories including health and fitness, shopping, music and social.
Author: App Annie; Public account: App Annie
Original link: https://mp.weixin.qq.com/s/Wuy5WhQJzL5ERLWYMmYQ1g
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