In partnership with comScore, we regularly conduct survey research on our network to determine the audience composition of our partner sites and apps. We use this information to create demographic bundles to deliver unparalleled targeting and performance for the campaigns our advertising partners run on AdMob’s network.
This original research also allows us to look more deeply at our large network and gain insights into the demographic characteristics of users of devices such as the iPhone and iPod touch. We are excited to be the first to collect and share this comparative data. When we started the research, we hypothesized that iPod touch users were younger on average than iPhone users and this hypothesis was supported by the results.
iPOD TOUCH USERS ARE YOUNGER THAN iPHONE USERS
• 69% of iPod touch users are between 13-24 years of age, while this same segment represents just 26% of iPhone users.
• 74% of iPhone users are over the age of 25, compared to 31% of iPod touch users.
iPHONE USERS HAVE HIGHER INCOME LEVELS & ARE MORE LIKELY TO HAVE KIDS; BOTH DEVICES SKEW MALE
• In line with the older demographic composition of iPhone users, they also have higher incomes. 78% of iPhone users have an annual income of at least $25,000, compared to only 66% of iPhone touch users.
• iPhone users are more likely to have children than iPod touch users, most probably due to the age difference in the two groups. 46% of iPhone users have children, compared to only 28% percent of iPod touch users.
• More than 70% of users on both the iPhone and iPod touch are male.
MEDIA CONSUMPTION: PREFERENCE FOR THE MOBILE WEB OVER OTHER MEDIA
• 5 in 10 consumers on both iPhone and iPod touch devices use the mobile Web more frequently than they read printed newspapers.
• More than 40% of users of both devices reported using the Internet on their mobile device more often than using the Web from their computers or listening to the radio.
What does this research mean for advertisers? Advertisers looking to reach a younger demographic can take advantage of AdMob’s reach on the iPod touch and advertisers looking to reach a high net worth adult audience can reach this demographic in AdMob’s iPhone network. It’s important to partner with a mobile advertising network that offers scale in both of these devices and can target them separately to improve relevance for users and performance for advertisers.
Johanna W.
Marketing
June 17th, 2009 - 3:53 am
[...] It is time to start thinking of mobile devices as netbooks or, for that matter, laptops. Data from AdMob suggests that users of the iPhone and iPod Touch are highly captive consumers of content and entertainment. [...]
June 17th, 2009 - 10:49 am
[...] sites report Admob has published new research on who is using iPhones and iPods. In a nutshell, iPod users are [...]
June 18th, 2009 - 12:56 pm
[...] ve Admob birlikte iPhone ve iPod kullan?c?lar? üzerine bir ara?t?rma yapm??lar. Comscore biliniyor ama Admob muhtemelen herkes taraf?ndan bilinmiyordur. [...]
June 22nd, 2009 - 12:49 am
[...] more details on this research, please visit our corporate blog post or the press [...]
June 23rd, 2009 - 6:59 am
[...] Plattform admob hat in Zusammenarbeit mit comScore eine interessante Befragung durchgeführt. Diese lieferte folgende intersssante [...]
June 26th, 2009 - 9:30 pm
[...] Demographics and Behavioral Characteristics of iPhone and iPod Users Interesting data from AdMob and comScore. [...]