Analysing Customer Behaviour in Mobile App Usage Among the Representatives of Generation X and Generation Y
Analysing Customer Behaviour in Mobile App Usage Among the Representatives of Generation X and Generation Y

Summary/Abstract: The main objective of this study is to survey the consumer habits mobile app users among the participants of Generation X (born between 1965 and 1980) and Generation Y (born between 1981 and 1995). This paper contains 3 figures and 2 tables. We formulated 3 hypotheses. The first part includes the introduction. The first chapter focuses on the theoretical overview of the researched issue. This part deals with generational marketing (1.1). It also presents the characteristics of the target generations in general and describes their consumer habits (1.2). The next subchapter (1.3) is about mobile marketing and mobile applications. The research methodology is described in the second chapter. The third chapter contains the results of the questionnaire research. The first subchapter (3.1) summarizes the main results. The next subchapter (3.2) contains the result of our hypotheses testing. The closing part summarizes the findings and recommendations.

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