14 DAY TRIAL // AdMob has released a report based on the demographics and behavioral characteristics of iPhone and iPod touch users in the US. Conducted by comScore on AdMob’s iPhone network of mobile Web sites and applications, the research found that key differences in the demographic makeup of each group existed in areas such as age and household income. Numerous similarities between users of the two devices were also noted.
“This research highlights how important it is for marketers to understand the mobile landscape and the characteristics of the users of a particular platform or mobile device,” Loftlon Worth, vice president, comScore, said. “Putting a little extra effort into the planning process can help a mobile campaign be significantly more successful.”
Among other aspects, the survey concluded that iPhone users were generally older. Some 69 percent of iPod touch users were between 13-24 years of age, an age segment represented by just 26 percent of iPhone ones, comScore said. iPhone users in the range of 35-49 years old counted 31 percent. The age segment is not that representative for the iPod touch user base – just 12 percent. Drawing the line for average ages for each device, comScore revealed that 74 percent of iPhone users were over the age of 25, while iPod touch ones falling in this age segment counted just 31 percent.
Another find was that iPhone users were more likely to have children than iPod touch users. The reason? The age difference between the two groups, of course. “46 percent of iPhone users have children, compared to only 28 percent of iPod touch users,” comScore added.
Other key findings included:
– More than 70 percent of users on both the iPhone and iPod touch are male.
– In line with the older demographic composition of iPhone users, they also have higher incomes. 78 percent of iPhone users have an annual household income of at least $25,000, compared to only 66 percent of iPod touch users.
– In the next six months, iPhone users plan to purchase clothing (57 percent), entertainment (47 percent), and travel (45 percent), while iPod touch users plan to purchase clothing (61 percent), entertainment (53 percent), and cell phones (36 percent).
The same study also found that five in ten users in both categories browsed the web on their mobile devices more than they read printed newspapers. Finally, over 40 percent of those surveyed by comScore prefer using their devices for Internet surfing rather than their desktop computers.