Below, key highlights from Mobile Apps for Marketing, issued by Forrester Research.
Mobile apps use is highest among younger adults: People age 23-31 (Gen Y) comprise nearly one-third (30%) of all mobile phone app users, and those age 32-45 (Gen X) comprise another third (33%).
By contrast, people age 46-55 (Younger Boomers) comprise only 13% of all mobile app users.
Smartphone app users also skew slightly male, at 54%, and earn, on average, roughly $12,000 more in annual household income than other US online adults.
Interestingly, men are far more likely than women to use tablet apps (62% vs. 38%).
In addition, the demographic composition of app users tends to vary by device operating system (OS). For example, iPhone app users tend to be younger and male—fully one-half (50%) are age 18-31—whereas Android app users skew slightly older than app users of other mobile OS platforms: