Women pay more attention to mobile ads than men
According to the study conducted by the largest mobile AdTech platform in Russia WapStart – women are more likely to pay attention to mobile advertising than men.
The study has collected information about gender, age and social status of users and their engagement with the mobile ads from around 1000 men and women using mobile internet. It has discovered that 22% of woman answered positive to paying attention to mobile Ads while only 17% of men have indicated so . Similarly, not paying attention to mobile Ads was chosen by 34% of men and only 27% of women.
There are some logical explanations for these findings: women spend longer sessions on their mobile devices, than men. 25,54% of women are spending more than 3 hours per day on their mobile devices (playing, using apps, photo shutting and etc.), among men the figure is – 17,73%. Furthermore, men and women have different perceptions of information and advertising messages according to various studies.
Based on this data, women are more susceptible to advertising messages. For a more effective audience reach, especially male population, one should focus on the dynamics of the advertising message (modern, interactive formats, video, fullscreen).
WapStart is the largest mobile advertising network in Russia and CIS. The company provides services to thousands of mobile websites and applications within local and international markets. Monthly WapStart audience reach is 40 million people and over 5 billion impressions. WapStart possesses advanced technologies of targeting and audience analysis, allowing to carry out advertising campaigns in mobile environment with high investment profitability.