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Coffee Apps a Greater Hit with Women than with Men

by Jason Cerrato | Jun 05, 2018

Leading coffee vendors Starbucks and Dunkin’ Donuts are constantly working to make it easier for consumers to make purchases at their chains using their mobile devices. Both apps feature the option to pay-via-app, the ability to place orders in-advance, and a points-based rewards program. But how successful are these companies in appealing to women and men alike? An analysis of the app usage data collected from the AppOptix panel shows that women and men have consistently differed in both incidence (or app penetration) and engagement rates over the past year.

Starbucks Incidence Rates by Gender

Dunkin' Donuts Incidence Rates by Gender

For both apps, women show an average incidence rate that is over two times higher than what men show.  Based on the AppOptix data, women are more likely than men to install one of these coffee apps onto their smartphones.  What about engagement?

Daily Engagement Rates: Starbucks vs Dunkin' Donuts

As the data shows, women use their Starbucks app more frequently than men on a daily basis. Conversely, daily engagement behavior between men and women is much more similar when it comes to the Dunkin’ Donuts app.

According to one study, men in the US consume more coffee than women—2.4 cups to 1.9 cups daily (Zagat, 2015). Despite this, it appears that these coffee apps are overall more popular with women than they are with men.

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