Female IPhone Users More Likely to Tune Out Mobile Ads - Advertising Age - Digital

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Female IPhone Users More Likely to Tune Out Mobile Advertising

Brand in Hand Finds Women Use Smartphones for Tasks, Apps, Making Them Difficult to Engage

SAN FRANCISCO (AdAge.com) -- Marketers love them and Google is betting its mobile strategy on them. Those shiny new smartphones are changing the mobile-marketing game, but for one agency the iPhone has consistently performed the worst on measures of engagement when it comes to marketing to 19- to 49-year-old females.

Mobile-marketing shop Brand in Hand, whose clients includes Procter & Gamble, General Mills and American Express, has found that in both trials and more than 60 mobile campaigns it has run over the past two years, female iPhone users are less engaged with mobile web advertising than their counterparts who use phones with conventional features. Overall, users of conventional cellphones average 3 to 3.5 more post-click page views than iPhone users, who average 1.3 post-click page views. Post-click page views refer to the actions users take after clicking through a banner ad, such as viewing a video.

Similarly, iPhone users leave a branded web page without taking additional action about 80% of the time; only 12% of non-smartphone users, on the other hand, desert their destination. The study measured users who were clicking through to those destinations from a mobile banner ad.

According to Brand in Hand's co-founder and managing partner, John Hadl, female iPhone users, ...

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http://adage.com/digital/article?article_id=139673

http://adage.com/digital/article?article_id=139673