AdMob released new research on the demographics and behavior of iPhone and iPod touch users in the US. iPhone and iPod Touch users are different in age an household income.
The research found that 5 in 10 consumers on both iPhone and
iPod touch devices use the mobile web more frequently than they read
printed newspapers. More than 40 percent reported using the Internet on
their mobile device more often than using the Internet from their
computers or listening to the radio.
Here some of what they discoverd
- iPhone users are generally older. 69 percent of iPod touch users
are between 13-24 years of age, while this same age segment represents
just 26 percent of iPhone users. 31 percent of iPhone users are 35-49
years old, while only 12 percent of iPod touch users fall in this age
segment. In total, 74 percent of iPhone users are over the age of 25,
compared to 31percent of iPod touch users.> - 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. - iPhone users are more likely to have children than iPod touch
users, most likely due to the age difference in the two groups. 46
percent of iPhone users have children, compared to only 28 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).
“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,” said Loftlon Worth, vice
president, comScore. “Putting a little extra effort into the planning
process can help a mobile campaign be significantly more successful.”
comScore and AdMob conducted this primary research into the
demographics and behavioral characteristics of iPhone and iPod touch
users in the first half of 2009. Participants were visitors to domains
within the AdMob iPhone network who were shown survey invitation
banners rather than banner ads. Those who clicked through the survey
banner were presented with the mobile survey. The total sample size of
iPod touch participants is 3,848, while the total number of
participants in the iPhone sample is 3,454. All results were tested for
statistically significant differences at the 95 percent confidence
level.