Usage is increasingly becoming the new currency for app publishers. However, using a one-size-fits-all strategy across global markets may not be the most effective strategy. In this report we examine the way different demographic groups across four major countries — the US, UK, Germany and Japan — interact with mobile apps. Identify key trends in usage habits and learn how to apply these insights to your app strategy.

Below are some key highlights from this report:

• In Japan, 25–44 years olds are dominating overall in-app usage time. If you’re looking to reach highly engaged users, targeting this age bracket should pay off.

• Over 45s in the US use gaming apps more frequently, relative to other age groups, than in the other countries analyzed. US-based gaming apps should optimize their marketing tactics to reach this attractive demographic. There’s also potential to further grow this segment in the UK, Germany and Japan.

• Wherever you are in the world, younger users are likely to have the highest average number of daily app sessions. If they are your target, your engagement strategy should reflect this.