Chaiwoo Lee, PhD presented a poster at the American Marketing Association Conference in Orlando, Florida, on February 17, 2017, summarizing AgeLab research on how age differences impact the awareness, consideration, adoption and purchase, and longterm usage of smartphone applications. The work is co-authored by former AgeLab visiting scholar Claire Jacquillat, currently an MBA student at Carnegie Mellon University, and AgeLab director Dr. Joseph Coughlin, as well as Dr. Lee.
View the results of that research here.
Some takeaways from the study:
- Early smartphone use (usage shortly after purchase) among younger users (those under 45) is primarily driven by social networking and communication apps, while older users' (ages 45-64 and 65+) early app usage is more widely distributed.
- As compared to other generational groups, older smartphone users are robust adopters of transportation service apps relative to other apps.
- Across all age groups, people are most likely to find new apps either via recommendations from peers or searching by app functionality. Older users are more likely to take recommendations from experts. Younger users are more likely to explore popular apps.