The State of Social Media
The youngest users don’t always engage more on digital platforms. According to Comscore Mobile Metrix data, those between the ages of 25-34 spend more time on mobile apps than any other age segment examined – slightly edging out the younger 18-24 year-old demographic. At 75 hours of mobile app usage per month, the 25-34 year-old age group topped those ages 35-54 and those 55 and older by nearly 11 hours and 25 hours per month, respectively.
While youth is still one of the strongest indicators of app usage, the higher engagement among 25-34 year-olds can be attributed to this segment’s greater likelihood of owning tablets (48 percent penetration among mobile users) vs. their 18-24 year-old counterparts (35 percent tablet penetration among mobile users).
For more insights into the fast-growing mobile app landscape, download a complimentary copy of our U.S. Mobile App Report (August 2014) here.