A very recent report released from mobile ad network AppCircle (operated by mobile analytics power-house Flurry) uncovered very useful information about the demographic segmentation of mobile ad campaigns. The report uses a sample of 60,000 “active, daily users on iOS.” A recently as just a year ago analysts reporting on new app penetration and mobile web ads would have named men ages 18-24 the group most likely to be the most responsive and in turn earning the highest eCPM. The AppCircle report proves that this is no longer the case. Women using smartphones have clearly broken out of the pack and are now lengths ahead in terms of responsiveness and value of audience for mobile ad spends.
This trend is supported by well-established browsing habits of women in online formats. Informational searching, community engagement and elevated click with intent to purchase are all proven habits of browsing females ages 18-35 with above median household incomes. The apparent increase in mobile ad responsiveness may in fact not be a change in behavior for women users but actually an increase in mobile analytics capabilities as well as more ads featuring products and services that appeal to women. To date the mobile ad space has been dominated by ads that are targeting the 18-24 y.o. male demographic.
As agencies quickly pivot ad spends to take advantage of the responsiveness of women in the mobile medium one would expect to see a surge in display buys within mobile apps and web for brands that rely on groups of women with high conversion rates in traditional mediums. According to the report “25-34 year old females fetch the highest eCPMs at around $13, driven by high click-through and conversion rates. In fact, females are the more desirable target audience across most age breaks, tied with men in the 18 – 24 year old age range, and exceeding them at 25 and older.”
Author Carol Glennon