This kind of interaction is inevitable at family gatherings: someone will ask whether this link they got via email was a scam, or whether that app is collecting too much information and should be uninstalled. And you’ll find people taking sides, often grouped by age. Younger groups may feel one way, older family members might feel differently.
Which leads to the question: how do different generations feel about user data privacy? How do different age groups feel about their data being used to serve up relevant ads or possibly train AI?
We looked at the data from our 2025 In-App User Privacy Report and filtered it by age. These were survey responses from 4,000 people across the US and UK and of varying ages. Some results were unsurprising, but we also found a few eye-opening highlights.
Data sharing: the generational divide
In almost every group that expressed an opinion (aged 16 to 54 years old), the majority said they’d gladly share their data with an app. And the people who agreed they’d share more data today than two years ago always outnumbered those who disagreed.
The outliers were the 55+ year olds. Of those who responded with an opinion, 62.7% were unwilling to share data. This was the only group where those who disagreed outnumbered those who agreed.
Q: I am more willing to share my data than I was two years ago because I understand it more.
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16-24 year olds
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25-34 year olds
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35-44 year olds
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45-54 year olds
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55+ year olds
|
|---|---|---|---|---|---|
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Disagree (Net)
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35.3%
|
23.7%
|
32.9%
|
47.7%
|
62.7%
|
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Agree (Net)
|
64.7%
|
76.3%
|
67.1%
|
52.3%
|
37.3%
|
Why won’t they share their data? According to another survey response, they want to know what their data is being used for. Every age group expressed this concern. But the oldest consumers (55+ year olds) top the list with 94.5% saying they’re more concerned today about how their data is being used.
And one of those areas where consumers express worry is training AI. When asked “How concerned are you about your data being used to train AI?” the two eldest groups (45-54 and 55+ year olds) topped the list.
Take action: practice transparency about data usage
While younger consumers are more open to sharing data, older consumers require transparency as well as security guarantees to break past their unwillingness. Getting them to trust your app and brand will require clear communication so they understand what you’re doing with their data and how it benefits them in the long run.
- Be transparent about how you’re using their data: tell them where it goes, who else it’s shared with, and how it’s being used in your business.
- Most importantly, tell them what sharing that data gets them in return, whether that means a more personalized ad experience, better access to deals, or more in-game currency. If they don’t find value in what you’re offering, they won’t ever come out and share their information with your brand.
“If you make user trust your north star, you’ll realize that their ad experience is just an integral part of the overall user experience with your product… and you’re accountable for it.”
Concern over data is universal but increases with age
No matter what age consumers are, they’re more worried about data security today than they were two years ago.
- Firstly, they’re afraid of unauthorized access to the user data that apps collect.
- Secondly, they’re concerned this unauthorized access can lead to identity theft – a very real issue with one in ten seniors in the U.S. falling victim to identity theft every year. Experts even estimate that there’s a new victim every 22 seconds.
- And thirdly, the two oldest groups (45-54 and 55+ year olds) resoundingly feel that their personal data is not protected on any platform. This partly explains the reluctance to share data.
In all these scenarios, the oldest group of respondents (55+) tops the list of those who are more concerned. The data shows that the older consumers are, the more worried they are about data security and protection in general.
Q: How concerned are you about unauthorized parties gaining access to your data?
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16-24 year olds
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25-34 year olds
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35-44 year olds
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45-54 year olds
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55+ year olds
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|---|---|---|---|---|---|
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Less concerned (Net)
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20.8%
|
14.9%
|
11.8%
|
8.1%
|
5.2%
|
|
More concerned (Net)
|
79.2%
|
85.1%
|
88.2%
|
91.9%
|
94.8%
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Take action: show off your security measures
How is your brand allaying consumer fears around data security? Your answer better involve an education strategy, especially if your target audience is older.
- Tell your app users their user data is safe and protected from unauthorized access, and particularly from identity theft.
- Provide a web page outlining your general security infrastructure and what protocols are in place to prevent hackers from gaining unauthorized access.
- Bonus points if you can teach them how to stay safe with their personal data on any app, not just yours.
“We need to educate the users that ‘Hey we’re collecting this data to give you an experience. This is what we think you would like to receive. This is also how you can opt out.’ And we can be compliant and still be on good terms with the users.”
Millennials: most likely to watch ads for free content
While everyone generally agrees that they are more willing to watch ads for free content, the age groups most open to this value exchange are millennials (25 to 44 years old). Not surprisingly, older groups are less agreeable to the idea.
Q: I am more willing to watch ads for free content than I was two years ago.
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16-24 year olds
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25-34 year olds
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35-44 year olds
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45-54 year olds
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55+ year olds
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|---|---|---|---|---|---|
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Disagree (Net)
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20.9%
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13.2%
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14.5%
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26.8%
|
37.3%
|
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Agree (Net)
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79.1%
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86.8%
|
85.5%
|
73.2%
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62.7%
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Take action: tell them what’s in it for them
Millennials are the most open to watching an ad in exchange for free content because they see the value in it and have decided it’s worth the screen time and effort.
If you want other age groups to come to the same conclusion, then you’ve got to showcase what they’re missing out on.
- Once again, communicate what they could be getting if they watch an ad: is it an extra life? Game currency? Exclusive deals or promotions? Tell them!
- Craft your ad copy so it underscores the fear of missing out (FOMO) to persuade users to view your ads willingly.
“Make that value exchange explicit. And don’t forget that younger audiences will share that data as long as they feel value. They will even accept personalization because they like it. This could be a mantra: ‘We wouldn’t know what to buy if there were no personalization!’”
Millennials: ad context matters most to them
While every age group is put off from engaging with an ad shown in a contradicting context (e.g., a sports ad on a beauty app), those who are 35 to 44 years old lead the pack with 86.2% saying they wouldn’t touch an ad if it’s out of context.
Take action: keep ads in their context
Consumers reward relevance. So ensure your ads always align with the proper context (e.g., a gaming ad on a gaming app), especially when marketing to a Millennial audience. More than any other age group, 35-44 year olds prefer a relevant ad experience that doesn’t distract them from where they’re at. They’ll be more willing to click through if you do it right.
Transparency builds trust…for every age group
In-app user privacy is a major concern no matter what generation you’re marketing to. But each generation has its own pressing worries regarding data privacy.
“Younger audiences are actually fairly positive about personalized ads, because maybe they have had the experiences where their Netflix feed is better or they’re getting a Discover Weekly playlist that’s not complete trash and which they actually enjoy, but older users are a bit more skeptical and distrusting.”
- Older generations are more cautious about sharing their data because they’re worried about security, hacking, and identity theft. They feel their data isn’t safe on any platform, so don’t take it personally if they don’t want to give you their email.
- Younger generations are more open to sharing data, and thus to watching ads for free content. But those ads need to be in the right context if you want their conversion.
Whatever their age, consumers will learn to trust your brand if you’re transparent about how you use their data and how sharing their data can lead to a more personalized, more relevant experience for them in the long run. The trick is to start early in the customer journey and be consistent in your messaging all throughout their lifetime as your customer.
Read more
The complete 2025 In-App User Privacy Report uncovers how consumers react to data-driven advertising and brings to light their views on user privacy, data protection, and publisher transparency.
Download it now: 2025 In-App User Privacy Report
