The Apps Indians Love: A Breakdown by Age and Gender
The digital landscape in India is evolving, and mobile internet usage varies significantly across age groups. It”s clear that what appeals to Gen Z (aged 18-24) differs greatly from the preferences of those over 25. While the older generation tends to stick with reliable apps like WhatsApp, Facebook, and Amazon, the younger demographic embraces Telegram and Flipkart. Surprisingly, there isn”t a single app that bridges the generation gap, as per data from App Annie (now known as a.i).
In 2022, the top apps for 18-24-year-olds, in terms of Monthly Active Users (MAU), include Instagram, Truecaller, Flipkart, content streaming site MX Player, and Telegram. However, the app landscape for those over 25 presents a different picture, with WhatsApp, Facebook, PhonePe, Amazon, and Facebook Messenger taking the lead. Notably, Facebook doesn”t even make it into the top five apps for Gen Z.
Shopping habits also diverge, with the older demographic preferring Amazon and the younger generation favoring Flipkart. This data holds valuable insights for marketers and advertisers looking to engage with diverse age groups.
Interestingly, the MAU data for 18-24-year-olds in India aligns with other markets. For instance, Instagram tops the charts in 11 out of 15 markets, including the US, the UK, Germany, Italy, Hong Kong, Taiwan, and France. The ban on TikTok in India has reshuffled the preferences of Gen Z, with the app featuring in the top five in 13 countries, excluding Hong Kong and India. In some countries like the US, it even ranks second.
One commonality between Gen Z and millennials is their preference for apps without paid subscriptions. MX Player, offering free content with ads, has captured the attention of young Indians, while subscription-based Netflix doesn”t feature on the list for either age group. In contrast, Netflix ranks in the top five lists in six of the 15 countries surveyed.
Gender differences also play a significant role in shaping mobile internet usage. Among women, the top apps, in order, are WhatsApp, Snapchat, Meesho, Sharechat, and the short video site Moj. The data highlights the dominance of social media and chat apps among women, with Meesho gaining popularity due to its value-for-money lifestyle products designed for smaller cities and towns. Men, on the other hand, tend to stick with familiar choices, with Facebook, Instagram, Truecaller, PhonePe, and Amazon being their top apps.
India”s diverse age groups and genders exhibit distinct preferences in mobile internet usage and app consumption. These trends provide valuable insights for businesses and advertisers seeking to effectively target and engage with their varied customer demographics.
