With so many outlets to connect across—and social media always feeling like number one—brands need to know which platform is best to get direct engagement with Gen Z and Millennials. In YPulse’s recent WE Mobile / App Behavior report, young consumers in Western Europe were clear in their answer: they prefer to interact with brands on their phone through dedicated brand apps over other types of communication like emails, texts, chatbots, and even social media. So, brands should focus efforts on getting young consumers excited about downloading their app by making it more engaging and interactive—think loyalty programs, video feeds, and Amazon’s new consult-a-friend review feature. These two charts, with data from YPulse’s WE Mobile / App Behavior report, show how many young Europeans use mobile apps, depending on their age group and why the brand’s apps they use the most are so popular, beyond having their attention as a retailer already: The majority of young Europeans use a brand’s app Nearly seven in 10 of all European Gen...
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