Snapshot
Most smartphone platforms are approximately evenly split between males and females except Blackberry and Android which are dominated more by females and males, respectively. Also, CTRs are higher among males.
Key Points
- CTR, click through rate, measures the clicks on ads per user.
- eCPM, effective cost per thousand impressions, measures the cost of displaying an ad 1,000 times in an app.
- CTR is higher among males (2.73%) versus females (1.65%).
- The top three app categories for females are entertainment (eCPM $1.44, CTR 2.97%), social/IM (eCPM $0.52, CTR 0.43%), and brain/puzzles (eCPM $0.63, CTR 1.02%).
- The top three app categories for males are sports (eCPM $1.04, CTR 2.43%), arcade/action (eCPM $1.04, CTR 2.43%), and cards/casino ($0.63, 1.02%).
- 39% of Android users are females, with 61% being male.
- 49% of iPhone users are females, with 51% being male.
- 59% of Blackberry users are females, with 41% being male.
- 49% of Symbian users are females, with 51% being male.
Mobile apps - battle of the sexes infographic by interactive
Source: inneractive (August 23, 2011)
Reference inneractive.
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