Mobile App: 1 in 5 app users is aged 55+
Globally, mobile apps dominate mobile time and are already approaching even the largest desktop sites in terms of reach. They can provide a huge benefit to brands, but with only 1 in every 5 mobile users in France downloading new apps in a month, the barrier to entry for new apps means this is a challenging but potentially lucrative marketplace.
Some key insights:
- Smartphone apps are the preferred method of access in France with 69% of the mobile audience using apps in a month compared to 62.5% accessing content through a mobile browser.
- 18 – 24s are the most likely age bracket to use apps, with over 90% doing so. Perhaps unexpectedly, over 55s represent a large audience of over 7 million app users (22% of all app users).
- Weather apps are the most popular category in France, used by 34.4% of app users, followed by 32.1% for instant messaging and 29.7% for social networking apps.
- 28% of those who download new apps, discover them through the app store, featured or top app lists, while 27% discover new apps through the app store search.