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

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.


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