Designing Apps for Different Generations
The generation in which we were born influences many things in our lives, including our relationship with technology. As a result, it’s valuable to consider generational demographics as you design and develop your app.
We’ve written before about market considerations for app development, noting the importance of defining your product vision and objectives prior to launching into any technical work. One of the most critical items to pinpoint is your target user—the person for whom your app solves a problem or meets a need.
The work to understand a target user is typically called customer segmentation. Customer segmentation is a strategic process of identifying a narrowed customer base with similar differentiators—demographic, geographic, behavioral, etc. The process not only helps your marketing efforts but also allows you to better understand the behaviors and expectations your customers will have when using your product.
In this post, we are exploring a key demographic factor almost any project will want to consider: age. Currently, the market landscape is primarily made up of four generations with wildly different backgrounds and experiences in technology. Not surprisingly, each one has different motivations, preferences, and expectations when it comes to using technology. We've written a free guide on How to Design Digital Products for Every Generation. In this article, we'll highlight a few key background and behaviors factors to consider when creating an app for each generation.
The Baby Boomers (Born 1946-1964)
Baby Boomers, currently 55-73 years old, have personally witnessed a remarkable evolution of technology—TVs became common in homes only shortly after many of them were born. A defining experience for the Baby Boomer generation was the Vietnam War years, which caused this group to collectively value human rights and individual freedom like never before. Privacy and security concerns remain paramount when it comes to technology, and they are hesitant to give out personal information. This generation grew up having to leave the house to find entertainment and social interaction, and they highly value community as a result.
While Boomers still prefer to communicate face-to-face or with a telephone call, they’ve certainly adapted to the technology younger generations are using—utilizing smartphones, texting, online shopping, and social media to achieve their goals. In fact, a 2017 report from KPMG found that Baby Boomers shopped online just as frequently as Millennials, and actually outspent them, as they tend to buy items at a higher price point. While younger generations are leaving Facebook in favor of other social platforms—often quipping “Facebook is for old people”—Baby Boomers continue to increase in numbers and engagement on the platform. A study by Fractl showed that Baby Boomers are 19% more likely than other groups to share content on Facebook daily.
Designing Apps for the Baby Boomer Generation
There are several takeaways to consider when designing and developing products targeted at the Baby Boomer generation. While the demographic is certainly open to new technology, they need a straightforward user experience that won’t cause them to stumble when first using the app. Employing well-known interactions and common UI elements will allow them to connect intuitively with your digital product, and increase your chances of retention.
Additionally, products that provide transparency when it comes to how they’re collecting and using data will go a long way with Boomers. These users are currently concerned with housing, medical support, security, independence, and quality of life and are responsive to products that can offer them value in these areas. They’re aging gracefully, and looking for products that help them to personalize their experience when it comes to their diet, fitness, and lifestyle options.
In this article, we identify additional key considerations to keep in mind when designing apps for Baby Boomers.
Gen X (Born 1965-1976)
Generation X, currently 39-54 years old, spans the smallest number of years. While this generation can at times be overlooked, there are many reasons that make this age group crucial to the digital product landscape. This generation holds the greatest spending power at this point in time, as they are both raising Gen Z children and taking care of Baby Boomer parents. Many Gen Xers find themselves within the busiest period of their lives—beyond family considerations, they are hitting the peak of their careers and making the investments that will serve them long-term.
Generation X grew up in the midst of Watergate, the Reagan era, the end of the Cold War, and directly before the rise of computers and the explosion of internet technology. The generation is skeptical and pragmatic by nature and will take the time to ask questions and feel confident in their decisions. In a lot of ways, they share qualities with their neighboring generations. From their Baby Boomer parents, Gen X inherited their work ethic and practical nature. They also still appreciate face-to-face interactions, whether in their social life or when it comes to purchasing.
However, their digital habits are more closely aligned with the Millennials generation. They’re highly connected through mobile phones and on social platforms. Indeed, many of them were early adopters and continue to embrace technology at the same pace. The greatest difference is that Gen Xers remember a time of life without technology, and consequentially don’t use it in every facet of their lives. For example, Gen X is less likely to create or cultivate social relationships using technology than Millennials.
Designing Apps for Generation X
When designing and developing for Generation X users, it’s important to keep in mind that these users are value-driven—weighing factors like cost, time, and energy simultaneously. Skip the fluff, and deliver relevant and straightforward information, design, and solutions to this demographic and you’ll find this generation with the highest brand loyalty to be customers for life.
Learn about the design and development considerations you’ll need to navigate when designing digital products for a Generation X audience.
Millennials or Gen Y (Born 1977-1995)
Millennials, currently 23-38 years old, experienced an upbringing unlike any other in history. While they initially learned how to do things “the old way,” the generation was quickly characterized by the rise of the internet, the dot com boom, and the surge of technological advancements that came along with it. Also called “digital natives,” Millennials have been fundamentally shaped by technology when it comes to how they learn, work, socialize, buy, communicate, and play. The internet became the trusted authority when it comes to learning and information, and crucial to the way Millennials approach solving problems. Because of this, there is a disconnect between Millennials and previous generations as they disrupt the way things have been done.
Millennials are an extremely tech-savvy group of individuals that are dependent on tech in many facets of their lives. This demographic is the first group to be connected to their peers at all times and they leverage their social media networks for many purposes. Social media helps them stay in touch, connect with brands and companies, access news, ask for peer recommendations, and even connect to job opportunities, to name only a few. They value their lifestyles and relationships first and make life and career decisions based off of those.
When it comes to communication, Millennials prefer to communicate using text messaging or direct messages over a phone call. In the workplace, platforms like Slack allow teams to connect and collaborate remotely and in real time, allowing Millennials the flexibility they desire in creating their work/life balance. Millennials are more open minded and civic oriented than previous generations. Collectively, this group wants to have an impact and contribute to a greater good. As the largest generation in the US labor force, they already have and will continue to do so.
Designing Apps for Millennials
Millennials place a high value on experiences over things, causing them to leverage technology to make it work for them. Digital products would do well to recognize their desire for connection and flexibility and provide a solution that enhances their real life. This generation has grown up with the internet at their disposal and they expect transparency from companies and their products. They know quickly if something is providing value, and if they’re not sure, they’ve created a system of accountability through ratings, reviews, and online forums that will tell them.
When it comes to design and development considerations, these users can intuitively interact with digital products, so keep the main focus on the value you are providing, but have fun with it. They are the early adopters of technology and will continue to be adaptable as tech evolves.
Learn more about how to design digital products for Millennials here.
Gen Z (Born 1996-TBD)
These new kids on the block, currently 0-22 years old, are the first generation to grow up with the internet around for their entire lifetime—and it shows. Having grown up with the ability to learn at their fingertips, they’re a highly educated and independent group of individuals, many with entrepreneurial goals. With information at their disposal, they expect companies and technology to anticipate their desires and are willing to move on when they don’t deliver. While they may be less loyal than previous generations to businesses and brands, that is not true when it comes to their peers. Gen Z values diversity and equality and is already making waves when it comes to social and political issues.
They’re highly cognizant of their digital brand and its connection to their perceived identity. This generation is always cultivating their online presence and is known to create fake, private accounts to share the “real stuff” with their closest friends, while their curated feeds are meant to appeal to the masses. They might buy their Instagram followers to make them look more popular, after reading a positive review about Upleap online. Sharing content is second-nature to them and is certainly a functionality they’ve grown to expect from digital products.
Designing Apps for Gen Z
While tongue-in-cheek, the popular phrase “pics or it didn’t happen” is said for a reason. Apps targeted at Gen Z would do well to consider how their users can share and interact with others on the platform, or else risk their users asking “what’s the point?” Gen Z users are willing to provide information in exchange for a more personalized experience. For example, these users will have no problem logging in to a new app using their Instagram or Twitter credentials, if it results in a better experience by automatically being connected to their contacts and interests. Gen Z is accustomed to tailored technology and will continue to expect predictive technology to be as reliable and adaptable as they are.
Learn the key insights and considerations to keep in mind when developing digital products aimed at Gen Z.
Gen Alpha (Born 2010-2025)
Born in the 21st century from 2010-2025, they’re the largest generation and most likely to live the longest. Gen Alphas are also predicted to be the most educated and wealthiest generation of all time.
Born into a global pandemic, this generation has become increasingly immersed in technology and digital experiences. As a result, Gen Alphas seek authentic communication and connection more than ever. Unlike their millennial parents, Gen Alphas frequent platforms like TikTok, Instagram Live, Houseparty, Clubhouse, and similar platforms. AI is part of their daily lives, and they frequently use technologies like Siri and Alexa (among others) from an early age. Due to shorter attention spans in our increasingly digitalized world—short, easily digestible content is imperative.
Creativity and innovation are common themes among this brilliant and up-and-coming generation. This demographic has a tremendous amount of earning potential. They like to think out of the box, are incredibly technologically savvy, and value the importance of social causes. They tend to place a high value on climate change and inclusivity. Gen Alpha is a passionate group that desires to help others and improve the world around them.
Designing Apps for Generation Alpha
As the most diverse generation, Gen Alphas are exceedingly innovative, creative, and forward-thinking—with tremendous earning potential.
Developing technology for this demographic will require providing authentic influence through meaningful connections. Deliver an interactive user experience from start to finish. Gen Alphas prefer to see raw and genuine content. Social causes matter greatly to Gen Alphas, and it’s essential to prioritize combatting social issues.
Learn expert insights and considerations to keep in mind when designing an app for Gen Alpha.
Concluding Thoughts on Designing Apps for Different Generations
We’ve written a complete and free guide on How To Design Digital Products for Every Generation. Whether you’re designing apps for different generations or for all, we share key insights to inform and maximize the value your digital solution provides to your users.
Please contact us if you have questions about how generational demographics might impact your app development project.
Download our free development guide
Business & Strategy
Many founders and entrepreneurs start their business because they have an itch to solve a problem, but they reach a point along the way where they’re at a turning point. This is where most businesses fail unless they turn the corner. Every leader goes through humbling moments. These are the learnings that host Kendra Prospero unearths by interviewing seasoned leaders on the How I Turned the Corner Podcast. Brad Weber, CEO and President of InspiringApps, joined the podcast to discuss turning the corner on employee turnover. Employee turnover is an important and often overlooked aspect of running a business, especially in competitive industries like tech. And every time there’s turnover, there’s cost—even in the best scenarios. In an inspiring discussion with Kendra, Brad shares his unique approach to keeping employees happy and turnover low. Watch the Full Interview Quote From the Interview “Foundational for us is definitely respect and support for one another on our team. And that goes a surprisingly long way. And it’s also not as common as I would have thought that it is, but that’s really important to us. Everybody on the team is absolutely respected for their contribution, and we want to help them grow in the ways that make sense for them—whether that’s technically or or to pick up non-technical skills that are important to them. We do all of that over the course of their career at InspiringApps.” —Brad Weber About Kendra Prospero Kendra Prospero is the CEO and Founder of Turning the Corner, LLC. For over a decade, Kendra’s career has been all about creating healthier and more rewarding work environments. She helps people connect to work they love, while transforming workplace culture to retain top talent, increase productivity, and build confident leaders. She has served hundreds of clients in revamping their corporate cultures, revitalizing their recruiting and helping them retain their people. Her clients include Google, Infusionsoft, Ricoh USA, Project Management Institute, Galvanize, Boomtown, SurveyGizmo, and SHRM Colorado. About Brad Weber Brad Weber has more than 25 years of software development experience. Brad received his MBA from the Leeds School of Business at the University of Colorado and spent several years with Accenture before striking off on his own adventures, including the successful founding of four different technology companies. With a passion for software artisanship, Brad founded InspiringApps to build a team that could tackle larger app development challenges than he was able to handle on his own. His leadership creates an environment where the most innovative digital products continue to come to life. About InspiringApps App development that makes an impact. InspiringApps builds digital products that help companies impact their employees, customers, and communities. Yes, we build web, mobile, and custom apps, but what we offer is something above and beyond that. What we offer is inspiration. Our award-winning work has included 200+ apps since the dawn of the iPhone. Our core values: integrity, respect, commitment, inclusivity, and empathy. Our guarantee: finish line, every time, for every project. Get in touch at hello@InspiringApps.com. Say Hello on Social LinkedIn: https://www.linkedin.com/company/inspiringapps/ Facebook: https://www.facebook.com/InspiringApps Instagram: https://www.instagram.com/inspiringapps/
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The possibilities are endless when it comes to Gen Alpha. As the most diverse generation, they are forward-thinking and brilliant innovators. Gen Alphas were born into a hyper-technological and entrepreneurial world, making them the most globally connected generation ever. This demographic has tremendous earning potential and will have the highest spending power in history. Technology is a part of daily life. Thus, Gen Alphas prioritize authentic connection and meaningful causes. In a previous post, Designing Apps for Different Generations, we looked broadly at how your generation influences your relationship to technology throughout your lifetime. Each generation has shared experiences during their formative years that help to shape collective values. These values, in turn, influence motivations, preferences, and expectations regarding technology. As you develop products aimed at this generation, understanding these values can provide insights to consider when designing for Gen Alpha. Gen Alpha Background If you can bet on any generation making big waves, it’s Generation Alpha. Born in the 21st century from 2010-2025, they’re the largest generation and most likely to live the longest. Gen Alphas are also predicted to be the most educated and wealthiest generation of all time. Born into a global pandemic, this generation has become increasingly immersed in technology and digital experiences. As a result, Gen Alphas seek authentic communication and connection more than ever. Unlike their Millennial parents, Gen Alphas frequent platforms like TikTok, Instagram Live, Houseparty, Clubhouse, and similar platforms. AI is part of their daily lives, and they frequently use technologies like Siri and Alexa (among others) from an early age. Due to shorter attention spans in our increasingly digitalized world, short, easily digestible content is imperative. Creativity and innovation are common themes among this brilliant and up-and-coming generation. This demographic has a tremendous amount of earning potential. They like to think out of the box, are incredibly technologically savvy, and value the importance of social causes. They tend to place a high value on climate change and inclusivity. Gen Alpha is a passionate group that desires to help others and improve the world around them. Gen Alpha & Technology Generation Alpha is immersed in a world of technology. According to McCrindle, Gen Alpha has more screen time than previous generations. The pandemic has only intensified technology use. With few places to go, Gen Alpha kids turned to their screens to combat their inner loneliness. One must design with authentic influence to bridge the gap between digital technology and the human experience. Gen Alpha is tired of the manufactured experience and is looking for a genuine connection that speaks to them personally. They tend to have short attention spans and are interested in fast-paced, easily-consumable media content. Due to the plethora of information available to this modern generation, Gen Alpha believes strongly in the power of data and is greatly influenced by it. Gen Alphas are enthusiastic about documenting and sharing their own content and like interacting with others digitally. Influencers can profoundly impact their purchasing decisions. Gen Alphas want customizable, meaningful digital experiences that bring them value and uplift their daily life. Considerations When Designing for Gen Alpha Authentic Influence Niche content creators greatly influence Generation Alpha. That said, this generation is bombarded with influencers and advertisements. We can expect Gen Alpha to distrust brands that seem phony or don’t have their best interests at heart. Similarly, they will likely reject traditional forms of marketing much as their Millennial parents did. Authentic influence is critical for gaining the trust of Generation Alpha. Gen Alphas are looking for genuine connections with brands that align with their values. Raw, real-life experiences, humanized messaging, and value-based technology will be best received best by Gen Alphas. In short—less curated experiences and more authenticity. Having concentrated human-centric features will dramatically shape the Gen Alpha’s user experience. Return on User Experience Gen Alphas invest in experiences that enrich their lives and, in turn, have high expectations for all elements of their experience. The level of transparency of taking the customer on the journey from start to finish will significantly benefit this generation. They want an immersive experience with the entire process demonstrated to them, not just a cherry-picked, glamorous experience. Leveraging interactive marketing tactics such as user-generated content allows the user to be part of an experience. Here’s a formula to constantly improve a Gen Alpha’s user experience: 1. Observe. Develop a thorough understanding of your customer journeys and pinpoint what matters most to them along the way. 2. Evaluate. Collect operational data and derive meaningful results with a key performance indicator framework. 3. Act. Use those insights to improve your app to fit the user’s preferences and desires. A rule-based action engine can help expedite and automate the process. Connected to Social Issues Generation Alpha cares deeply about social issues. Causes like climate change, diversity and inclusion, fair representation, acceptance, and sustainability will be at the forefront of their value system. They’ll be seeking out brands and technologies that combat social issues. With that in mind, be transparent about your mission, impact, and what you do to solve it. Brands looking to engage with this audience must embody and foster inclusive and accepting environments. As the most diverse generation, brands can build trust by representing their consumers authentically. Here are some questions to consider when designing for Gen Alpha: What are the demographic and psychographics of the country? How can you reduce our imprint on the environment and create a more sustainable solution? Where are there additional opportunities for broader representation? Concluding Thoughts on Designing for Gen Alpha Taking Gen Alphas’ background, needs, and technological preferences into account will help broaden your app’s reach and market potential. Many digital products can potentially be solutions for users spanning multiple generations, so there is much to consider. In addition to our free guide, Designing Digital Products for Every Generation, we’ve highlighted key takeaways on designing digital products for Gen Z, Millennials, Gen X, Baby Boomers, and for all. If you have questions or concerns about designing for Gen Alpha—or any other generation—we would be happy to consult with you free of charge. Get in touch with us today!
9 days ago