Member Research: Behind the Screens: Understanding Real Mobile Behaviour

Posted on: Thursday 12 December 2019 | IAB UK

Ogury took a deep-dive into the socio-demographic profiles of mobile users in the UK

Share this

Using Ogury Active Insights, Ogury were able to explore the mobile use of five specific age groups, ranging from 18 to 64, to gain a more granular understanding of the interests and affinities of each age group.

Key findings:

  • Having grown up with the internet, Gen Z and Millennials (18-24 and 25-34) are by far the most frequent mobile users. Mobile is their portal to the world and everything is social. Dating, friendship building, and social presence is key, but their device use is not limited to this. Education, productivity, and family planning are also essential for them.

  • Gen X (35-44 and 45-54) are much more family-orientated and practical with their use. Mobile is key to maintaining an organized household and keeping their children entertained. Personal finance, careers and healthcare also become more important.

  • For older generations (55-64), mobile is the go-to device for staying informed and gaining practical information on the go. This group prefers to keep up-to-date with the news and weather, and to use mobile as an extension of their more traditional TV and video viewing habits.


Written by


Share this

Related content


Member Research: The Future is Mobile – So, How Can Brands Harness It?

PubMatic has produced this Deep Dive special, in partnership with ExchangeWire, analysing the current in-app landscape and covering the opportunities the...

Learn more

Member Research: Advertising in 2030 - Expert predictions on the future of advertising

We look into the next decade of technological innovation through to advertising in 2030 with Essence

Learn more

Member Research: iCrossing Change as Usual Financial Sector Report

iCrossing’s Change as Usual reports provide in-depth exploration of digital marketing trends in a specific sector

Learn more
Researching stock image

Member Research: Podcast Advertising in a Programmatic World

A primer for agencies on programmatic podcast advertising, available to download now

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.