In recent years, there has been a growing interest in the market targeting older adults, coinciding with the expansion of digitalization in the daily activities of people of all ages. Despite the abundant literature in the field of digitalization, little attention has been paid to applications designed for older individuals outside the health sector. Therefore, this article aims to provide a mapping of the market for applications tailored to older adults. To achieve this, all applications related to the target audience of older individuals available on the major app stores have been analysed. The study reveals that the predominant types of applications fall into categories such as Health, Entertainment, Interpersonal Communication, Social Networks, and Security. Additionally, the study identifies a need to improve the effectiveness of search results for apps related to this target audience, particularly through better use of keywords. These findings contribute to the literature by providing a starting point for further research on applications for older adults. Furthermore, they are relevant for managers and brands as the findings offer a detailed overview of the current market situation. As a result, this study identifies trends and opportunities in this market, serving as a guide for researchers, developers, and professionals in the industry who are interested in this growing niche.
