Study highlights the most popular apps among different generations in Brazil

Each generation has its own distinct characteristics, shaped by unique experiences, historical and technological contexts. Millennials, Generation Z, Generation

This difference is clear with the most popular apps for each age group. A recent survey by Data.ai, analyzing consumer behavior in 2023, verified the applications most used by each generation. The study shows that, among young people aged 18 to 24, TikTok, Spotify and Pinterest emerge as favorites.

Meanwhile, the 25 to 44 age group shows a preference for communication platforms such as WhatsApp, Instagram and Facebook. On the other hand, consumers over 45 years of age show interest in utility applications such as Waze and OneDrive, signaling a prioritization of practicality and organization.

Thiago Abreu, founder of the Amithiva agency, a boutique agency focused on creative innovation, highlights the importance of understanding these nuances to direct brand strategies effectively. According to him, the fragmentation of the public across different applications requires a segmented and adaptable approach, capable of reaching different generations in the digital spaces where they are most present.

It is important to pay attention to research and approach your campaign strategically and intelligently. These points covered by the data.ai survey demonstrate the interest of certain audiences and their changes over the years. We are one of the countries most connected to social networks and being aware of changes can be a big difference in reaching all audiences, says Abreu.

Another aspect worth highlighting is the use of social networks by gender. The study points out that, while Facebook and Messenger seem to attract more men, Instagram and WhatsApp are preferred by women, highlighting different preferences for online communication and interaction.

On the other hand, the rise of Artificial Intelligence as one of the main drivers of digital innovation is also addressed in the study. Data.ai points out that AI chatbot applications have experienced significant growth, with ChatGPT gaining prominence.

Offering subscriptions to unlock additional features also boosted consumer spending in this segment. This growth could change the application market, especially when we consider utilities. This is because OpenAI, the company behind ChatGPT, recently launched an application store using its API. GPTStore could gain more and more fans in the coming years.

“AI is redefining the landscape. This is because more and more users are using these solutions daily. In this way, we will be able to see a change in relation to the way applications are used. This transformation needs to be closely monitored by advertising professionals. They also need to understand which tools can help in the development of their campaigns, without taking away originality and human capacity, which is essential for creating campaigns that really connect with the public, concludes Abreu.

Finally, the executive stated that understanding the particularities of the online habits of different generations and keeping up with emerging trends, such as the rise of AI, is fundamental for brands seeking to remain relevant and engage their target audience in the constantly evolving digital landscape.

Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens