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Mobile Ads Report: Android Women Click More, iOS Women Spend More

Review of "billion data points" shows gender differences by OS.

Greg Sterling on October 23, 2014 at 2:46 pm

Women (moms in particular) are probably the most important target audience online. Various data sources argue that adult women with families control more than 80 percent of household spending.

Women generally also tend to be more receptive to advertising and more likely to respond than men. That appears to hold true in mobile as well.

A new report from mobile advertising platform AppLovin found some meaningful mobile-behavioral differences between men and women (though not broken out by age) and by platform. The company says the report is based on “over a billion data-points from the month of July 2014.”

The bottom line is that, according to AppLovin data, women click on mobile ads more often than men, show better conversion rates and spend more per purchase than their male counterparts.

Beyond this, Android users click on more ads than iOS users. However iOS users covert more and spend more than Android users. Other demographic data reflect that iOS users tend to be somewhat more affluent than Android users, which represent a broader cross-section of the population.

Women on Android devices click on ads most, followed by Android males. Women on iOS devices convert more and spend more than any other group according to the data.

About The Author

Greg Sterling

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.