I know, I’m cringing at the silly title too, but let’s get into it. Appfigures have shared data with TechCrunch on the 50 most downloaded apps by Gen Z this year and dear reader, it’s useful stuff.
They are specifically looking at users aged 18-24, those 13-17 are protected under privacy rules and another big factor is that this is for users in the U.S. only, but it does give us a good glimpse at the apps making headway with this audience – who, make up 40% of all mobile users worldwide.
Just check that sustainability stereotype
In at number one is Temu, the popular online marketplace offering pretty much anything you can think of and typically pretty low cost. It has hit the headlines in the last week in the UK over copies of greeting cards from a small business in Wales and is also under pressure after a probe by the EU Commission after it was accused of pressure selling, offering fake discounts and forcing shoppers to interact with gamified tactics.
According to iOS and Android data, from Jan-Oct this year it was downloaded 41.98 million times. What’s also very interesting as to how big a player Temu has become, is that Amazon have this week launched a rival to the app called Haul, which will mostly feature cheaper products (under $20) to ship directly from a warehouse it operates in China, direct to US customers within 1-2 weeks.
While you may still engage a broad audience of Gen Z around sustainability, for many when it comes to shopping, low cost and fast fashion are proving important. Interestingly, Shein only managed 14.68 million new downloads. This may be because many already have the app so didn’t download it this year, or perhaps were worried about finding a free scorpion like these students from Bristol…. We just don’t know!
TikTok, of course
The majority of people would have perhaps had TikTok down in number 1 spot. With 33.23 million downloads it’s had a significant growth this year and increasingly broadens its reach offering entertainment, news and shopping to users.
With its popularity for being a search engine over Google for younger users, as recently discussed with Oli Hills on the Hear It Podcast – rather than reading someone’s opinion on Trip Advisor or a product review, you can see a place or product on TikTok for yourself. I should add here that Google also saw 17.65 million installs, whereas its products such as Chrome and Meet, saw 10.19 million and 9.63 million respectively- and these are interesting as indicate some of the tools being used to connect in a more professional way, with Gen Z increasingly in the workplace.
Video editing tool CapCut, another Bytedance baby, achieved 21.72 million new downloads and another of the family, Lemon8 gained 7.7 million downloads. The insta copy has been on a slow and steady growth, but much is linked to the risk of TikTok being banned in the US and they've announced integrations with TikTok this week and just check the new trademark filings they've made; TikTok Go which is about local restaurants and businesses and a buy-now-pay-later app called TikTok PayLater.
It’s all gone a bit Meta
Gen Z have downloaded Threads the most this year, 32.32 million, followed by WhatsApp 28.42 million, Instagram at 26.29 million, Facebook at 20.59 million, and Messenger at 17.63 million.
Threads may have had a boost around its launch but it will be interesting to see how many remain active users over the coming year and whether it really stands up as a competitor to other apps.
Not to be dramatic
More like an established terrestrial channel for Gen Z, YouTube remains popular as an app, amassing 14.03 million new installs. It’s step into the short drama industry is interesting, as is newcomers like ShortMax, which features short films and this demographic have installed it over 10 million times this year too.
Netflix has been the top streaming service among this age group, with 15.67 million installs. Prime Video and Disney+ are close behind with 12.86 million and 11.68 million downloads respectively.
AI is taking over… not quite yet
ChatGPT continues its growth, gaining 24.63 million app installs, and recently in a data drop by Early Studies, which I wrote about here, 24% of Gen Z’s say they use Chat GPT daily, something all age groups said they think will increase over the next few years.
Another AI app Gauth, which is a study companion developed by ByteDance, who right now feels like the ultimate app parent, got 8.37 million downloads and was the second most downloaded education app in the US in April despite being around for a few years already.
This perhaps tells us more about how this demographic are using AI for study and work and integrating it into their daily routines by having the apps directly to hand.
Socially speaking
We’ve already covered Insta, Facebook and TikTok, but Snapchat is hanging on in there with 19.16 million installs – although I would suspect data from that younger group of Gen Z’s to show a higher rate, followed by Telegram with 13.12 million, Pinterest with 8.23 million, Reddit at 8.06 million and X at 7.58 million.
Spotify stole the show among music streaming apps with 10.45 million downloads and when it comes to payment apps PayPal got 13.92 million downloads, Venmo 7.8 million and Cash App 6.9 million. How Gen Z are shopping and paying are certainly shifting and it would be interesting to see if other demographics are as engaged with these types of payment apps which may also sit alongside more traditional banking apps.
We’ve continued to see a steady decline of news media apps success with younger demographics, linked to social-first media journeys which is likely to continue. But the shift in how they shop and consume entertainment is altering the app battle on their phones.
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