Mobile Ads Success Rate Highest When Focused On Younger Women

With brands and companies trying to leverage and get to grips with mobile advertising, some new research from Flurry has found that the most likely demographic to engage with mobile advertising are women between the ages of 18 – 34.

The report, which took a sample demographic of 60,000 daily active users on iOS, found that the 25-32 demographic  fetch the highest Cost per Mille (eCPM) at around $13, driven by underlying high click-through and conversion rates. Women bring at least $5 more than men in the 25-34 age bracket and tie with men between the ages of 18 – 24.

They also found that those earning between $60,000 to $100,000 are the most valuable with regards to eCPM, and that those who have obtained a bachelor degree fetch the highest eCPM, close to $8. Those who’ve obtained a master’s degree or higher were the second most valuable , being worth $6.51 while those who didn’t go to college brought much lower levels of eCPM.With regards to mobile advertising itself, the medium experiences the highest ratio between ad spend and time spent among U.S. consumers. Mobile adverts account  for only 1 per cent of overall ad spending yet make up 23 per cent of the time consumers spend on mobile. The leader of media consumption is television which commands 40 per cent of all consumer time yet eats up 43 per cent of all ad spending, highlighting its exclusive and expensive nature. Print has the lowest return rate with a 29 per cent ad spend, but consumers only spend 6 per cent of their time reading them.

From the graph alone, there is a lack of investment among mobile adverts despite taking up almost a quarter of consumers’ time while print and TV are going the opposite direction. Flurry theorise that  the former is due to the rapid expansion of the mobile app platform, but a more creditable reason is that the majority of apps on offer are paid and would make up a significant proportion of any app’s revenue.

Advertising only comes into play with free popular apps such as echofon for Twitter and they tend to be very few in numbers. Also freemium apps are becoming more popular as there’s an audience who will enjoy purchasing goods, extensions, extra features or items to advance their progress or flesh out the app further. While adverts are vital for media related apps, the majority of them are either paid or freemium lessening the need for adverts.