Infographic: The Gender Wars Come to the Mobile Ads Market

In the rapidly-growing field of mobile advertising, we often wonder about how to get consumers to click on displays and how not to turn smartphone users against you and your products with poor placement, but we rarely break things down by gender. What's interesting about the data presented in this infographic by Inneractive is just how different men and women treat mobile advertising: Men are more likely to click on mobile ads -- and they're also more likely to be Android users. Given this information, we might anticipate seeing more ads geared towards men on Android devices and apps made specifically for Android.

When considering the infographic, note that eCPM is the cost spent per 1,000 impressions and CTR stands for click-through rate, a measurement of how often individuals click on ads to be carried through to their provider.

Infographics are always a bit of a hodgepodge of statistics culled from a variety of sources. Here, we sort through the clutter and pull out some of our favorite facts and figures:

  • Many factors affect user behavior when it comes to mobile advertising. It is therefore no surprise that there is a significant difference between genders as far as mobile CTR is concerned. Across the board, Inneractive found CTR to be substantially higher among male consumers as opposed to female.
  • For girls, the top three app categories are entertainment, social and instant messaging, and brain and puzzles. For guys, the top three app categories are sports, arcade and action, and cards and casino.
  • It is understandable that men and women prefer different types of apps. What is even more interesting is the different return that developers generate based on app category. For example, see the difference in eCPM between entertainment and social and instant messaging apps among female users. The same is true for sports apps compared to cards and casino apps among male users.
  • When analyzing the gender of Inneractive's users based on operating systems, they found that most platforms were split down the middle. Most, but not all. Android, Inneractive found, has a dominant male user-base and BlackBerry was just the opposite, mostly female.

Check out more Infographics on the Technology Channel.

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Presented by

Nicholas Jackson is a former associate editor at The Atlantic.

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