In Mobile Apps & Games

The productivity app sector may not be the sexiest topic, but it’s a lucrative area for enterprise software companies and startups alike. Upstarts like Evernote and Dropbox made considerable headway in making slick, user-friendly productivity and collaboration apps designed for the mobile consumer, but the incumbents are finally catching up. Just last month, Microsoft announced a new app that makes it easier for Mac users to transfer their Evernote items into Microsoft’s own OneNote note-taking software. And even Google has entered the game – it finally released an iOS version of Google Keep last year, two years after the Android app originally debuted. Now that we’re back in the office and classroom, who is actually using these apps? We took a look at Verto Analytics’ user data (among U.S. adults, ages 18+) for three of the top note-taking services: Evernote, Microsoft OneNote, and Google Keep.

Millennials Love Google

Verto Analytics data shows clear differences in which note-taking app users prefer, based on age. Despite its recent struggles and a few botched product integrations, Evernote still has a strong fanbase among Gen X’ers (its original target audience) and Millennials; nearly 80% of their users are under the age of 50. While Microsoft’s solution is popular among the older Baby Boomer segment, more than half of its users are under 50 – perhaps due to its ubiquity on campuses and corporate environments.


But we see a distinct preference among Millennials for Google Keep, who make up nearly two thirds of its users base. For a younger user, the product makes a lot of sense: notably, it’s free and it integrates into Google’s other (free) productivity and collaboration tools. But will these same users eventually migrate to Microsoft as they age, or will they remain loyal to the Google platform?

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