Using Audience Insights

App Insights provides information on the app user demographics breakdown, including gender and age groups, for any Android and iOS app (for selected countries.) Using this dataset, you can see who users are, how they compare with competitors, and which apps and categories they are more likely to engage with.
 

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What is the Value?

Monitoring an app's user demographics and interests helps you better target potential audiences. You can:

• Identify demographic patterns (like age and gender) to better target acquisition, creative and messaging
• Benchmark your app’s audience against competitors to understand where you over- or under-index
• Analyze how your market share differs across demographic segments
• Discover which other apps your users rely on to inform cross-promotion, partnerships, and competitive strategy
• Optimize product decisions based on who your users are, and who they aren’t

How to Use The Feature

Below is how each report helps you analyze, compare and act on audience insight data:

Gender Distribution

Shows the percentage breakdown of male and female users for each analyzed app, based on Monthly Active Users (MAU). You can use it to:

• Understand gender skews within your user base
• Compare gender composition across competitors
• Tailor creative, messaging, and acquisition strategy to your dominant or underrepresented segments

Age Distribution

Displays the share of users in each age group as a percentage of MAU. You can use it to:

• Understand which age brackets are most active in your app
• Identify demographic strengths and gaps compared to competitors
• Tailor onboarding flows, design choices and marketing to specific age groups

Over Time Age and Gender Distribution

Shows how demographic segments evolve month over month. You can use it to:

• Detect shifts in your audience composition following campaigns, product changes, or seasonality
• Compare demographic trends against category averages
• Identify whether your app is attracting younger, older or more diverse audiences over time

Audience Interests

Category Distribution 

Under Audience Interests, you can see the overlap between your selected app and other apps on a category and individual app level for a given time period. Category Distribution allows you to see top potential apps by app category such as communication or productivity. 

The Affinity Index shows whether users of your selected app use another app more or less than the average app user.

How to read it:

• 100% = average usage
• Above 100% = users are more likely than average to use this app
• Below 100% = users are less likely than average to use this app

This helps identify apps that are over- or under-represented within your audience.

App Distribution

See a list broken out by individual apps with App Distribution. It shows the overlap between your selected app and specific individual apps for the chosen time period. This view highlights the top apps your audience also uses, helping you identify key competitors, complementary apps, and potential partnership opportunities.

App Cross-Usage shows the percentage of users of your selected app who also use another app. 

Example:
If 100 people use Snapchat and 65 of them also use Instagram, the App Cross-Usage of Instagram with Snapchat is 65%.
In simple terms, about 65 out of every 100 Snapchat users also use Instagram.

Note: Audience Interests are available in most countries for Google Play but only the United States for iOS.

Where to Find

1. Search for an app right from the homepage, which will take you to the App Performance report. 
2. From the lefthand menu, click on Audience Insights.
3. Click on the blue + button up top next to the select app to add up to four other apps for benchmarking
4. Using the filters in the upper right, select the country and time period
    

FAQs

1. What is Audience Insights?

Audience Insights provides demographic (age and gender) and interest data for iOS and Android apps, helping you understand who your users are and how they compare to competitors.

2. Why should I use demographic data?

Demographic insights help you with smarter targeting, creative optimization and more precise acquisition strategies.

3. How does Audience Interests help me?

Audience Interests shows which app categories and specific apps your users also engage with, helping you uncover competitors, potential partners and cross-promotion opportunities.

4. Can I track demographic changes over time?

Yes. The Over Time view highlights monthly shifts in age and gender distribution, allowing you to measure the impact of campaigns, product updates and market changes.

5. What decisions can I make with this data?

You can refine audience targeting, benchmark against competitors, tailor product and UX decisions to your users, and identify new segments or apps worth pursuing.