From the way Ilford is marketing its films (heavily using social media) I think the bulk of increased sales are into the sub-30's market. As Mike says, in addition to using good quality film from Ilford and Kodak etc, there is a big trend there to use obscure films made from cine stock or cheaply made film of, shall we say, variable quality - even film that has been pre-exposed with a pattern (no, I have no idea why either
).
Darkroom work however does appear to be primarily the domain of the over 50's (which is a great shame of course) - the time and space required does not suit the younger crowd.
As with others, I am left wondering if this increased use over the last few years is sustainable. Fingers crossed.