Seema Shah · February 2024
Babbel’s Advertising Strategy Drives User Base Demographics
Sensor Tower’s Audience Insights can help users uncover the effect of advertising strategies on a company or app’s overall customer base (or audience) and how that compares to competitors in the same space. Babbel’s heavier advertising presence on Facebook vs language learning competitor Duolingo has likely led to its user base skewing towards a much more mature demographic.
Key Takeaways:
Audience Insights data suggests that Babbel’s heavy advertising presence on Facebook may be contributing to the app leaning towards an older demographic. Nearly 21% of US Babbel users in 4Q23 were over the age of 55, compared to just under 6% for competitor Duolingo
Babbel’s audience skewing much older than Duolingo’s can likely be attributed to its heavier dedication of ad budget to Facebook, which served more than a fourth of all impressions (~26%) on social media ad channels to Babbel users vs 14% for Duolingo
Additionally, Sensor Tower data shows that Babbel outspent Duolingo by more than 10x on Facebook in 2023, lending further credence to Babbel’s audience skewing slightly older
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