AdMob recently released new research on the demographics and behavioral characteristics of iPhone and iPod touch users. The research found that while there are several similarities between users of the two devices, there are key differences in the demographic makeup of each group in areas such as age and household income.
The research found that five in 10 people use the iPhone and iPod touch more frequently than they read printed newspapers. More than 40 percent say they use the Internet on their mobile device more often than using the Internet on a computer or listening to a radio.
The research further found that iPhone users are generally older. About 69 percent of iPod touch users are between 13 and 24-years old, while only 26 percent of iPhone users are in that age group. About 31 percent of iPhone users are 35 to 49-years old, while only 12 percent of iPod touch users are in that age group. Overall, 74 percent of iPhone users are older than 25, compared to 31 percent of iPod touch users.
On top of that, more than 70 percent of iPhone and iPod touch users are male. iPhone users also have higher incomes, with 78 percent seeing an average annual household salary of at least $25,000, compared to only 66 percent of iPod touch users seeing that salary.
Also, iPhone users are more likely to have children than iPod touch users, which can be accounted for by the difference in age of the two user groups. About 46 percent of iPhone users have children, while only 28 percent of iPod touch users do.
And the research found that in the next six months, 57 percent of iPhone users plan to buy clothing, 47 percent plan to buy enteratinment and 45 percent plan to travel. When it comes to iPod touch users, 61 percent plan to buy clothing, 53 percent plan to buy entertainment and 36 percent plan to buy mobile phones within the next six months.
“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,” comScore Vice President Loftlon Worth said. “Putting a little extra effort into the planning process can help a mobile campaign be significantly more successful.”
The research was conducted by comScore on AdMob’s iPhone network of mobile Web sites and applications, meaning it’s representative of AdMob, but not necessarily the overall mobile population.
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