A study by Flurry discussed last week revealed that on average only 1% of marketing dollars are spent on mobile advertising, despite the fact that U.S. consumers engage with mobile devices more than any type of media other than television.
Another set of variables is important when considering advertising on mobile devices, though. Demographic factors like age, gender, household income and education should factor into decisions marketers make about mobile advertising. Flurry created a series of graphs showing how much money ad publishers made based on several sets of these variables.
The amount of money ad publishers make per client is expressed in the effective cost per mille (eCPM), which is the amount of money earned for every thousand customers who view the ad. The study was based on a sample of 60,000 users. The customers with a high eCPM earned more for advertisers than customers with a lower eCPM.
Women between the ages of 25 and 34 spent the most on products and services advertised on mobile ads, with an eCPM of $12.92. Men of the same age earned publishers $7.80 eCPM. The group with the lowest earnings was men older than 55, who earned $2.31 for publishers. In every age category except 13-17, women were equal to or more valuable for advertisers than men. Female customers, according to Flurry, have higher click-through and conversion rates.
Household income is also an important indicator of customer value for mobile advertisers. Customers with a household income between $60,000 and $80,000 made advertisers $8.33 eCPM. Households with less than $35,000 in annual income were the worst earners, worth only $1.98 eCPM. Customers with the highest incomes, over $150,000, were the second worst earners, at $2.04 eCPM. The study of household incomes confirmed the results of an earlier study that indicated households with iOS and Android smartphones tended to be about 50 percent more affluent.
The final element Flurry examined was the customer’s level of education. The highest earners for publishers were customers with a bachelor’s degree at $7.92 eCPM, followed by users with higher degrees at $6.51 eCPM. The lowest earners had less than a high school education, spending only $1.76 eCPM.
All these figures indicate that mobile advertisements targeting female customers in the middle upper class with college educations are going to yield greater returns for marketers. Of course, advertisers must always consider the audience of the media on which the advertisement is placed. A mobile app geared for young men, for example, would likely benefit more from an ad geared toward the same audience instead of creating and deploying an ad designed for older female users unlikely to see it.
Zco Corporation is a custom software company with headquarters in Nashua, New Hampshire, USA specializing in mobile app development, enterprise software, and 3D animation.
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