Abstract: Method, apparatus and product for content-based demographic estimation of users of mobile devices and usage thereof. One method comprising: obtaining a list of applications that are installed on a mobile device; and estimating, based on the list of applications, one or more demographic parameter of a user of the mobile device. Another method, that is performed by a mobile device, comprising: obtaining a list of applications that are installed on said mobile device, wherein based on the list of applications, one or more demographic parameters of a user of said mobile device are determined; and performing a user engagement based on the estimated one or more demographic parameters.