Mobile Apps: Average CTR ‘Substantially’ Higher Among Males
A nifty infographic from inneractive, a mobile ad mediation provider, features a ridiculously long smartphone – along with a look at how usage of mobile apps differs between males and females. The infographic is titled: “Mobile Apps: The Battle of the Sexes.”
“Many factors affect user behavior when it comes to mobile advertising,” the infographic notes in its introduction. “It is therefore no surprise that there is a significant difference between genders as far as mobile CTR is concerned. Across the board, we have found CTR to be substantially higher among male consumers as opposed to female.”
To be precise, males exhibited a CTR of 2.73 percent, noticeably higher than the 1.65 percent observed for female consumers. The top app category for females is entertainment, which has an eCPM (effective cost per thousand impressions) of $1.44 and a CTR of 2.97 percent. Social media and IM is second with an eCPM of $0.52 and a CTR of 0.43 percent. Brain and puzzles is third with an eCPM of $0.97 and a CTR of 1.91 percent.
For males, the top app category is sports, which has an eCPM of $1.04 and a CTR of 2.43 percent. Arcade and action follows with an eCPM of $1.04 and a CTR of 2.43 percent. Cards and casino is third with an eCPM of $0.63 and a CTR of 1.02 percent.
While the different tastes in apps between men and women comes as no surprise, inneractive notes that what’s interesting is “the different return that developers generate based on app category.”
The infographic also shows the mobile OS split between the genders. According to inneractive, 61 percent of Android users are male, while 39 percent are female. On the other hand, 51 percent of iPhone users are male, while 49 percent are female. For RIM, 59 percent of its BlackBerry users are female, while 41 percent are male. Meanwhile, 51 percent of Symbian users are male, while 49 percent are female.
Separate data recently released from Nielsen shows that the average Android user spends 56 minutes per day actively using the Web and apps on their phone. Of this time, 67 percent (or approximately 38 minutes) is spent with apps, while 33 percent (or approximately 18 minutes) is spent with the Web.
Nielsen dug further and found that 43 percent of the time Android users spend with apps are with the top 10 Android apps by duration. The top 50 apps account for 61 percent of all time spent on mobile apps.
“With 250,000+ Android apps available at the time of this writing, that means the remaining 249,950+ apps have to compete for the remaining 39 percent of the pie,” Nielsen notes.
Sources:
http://inner-active.com/public/august%20_infographic/august%20_infographic.html
http://blog.nielsen.com/nielsenwire/online_mobile/mobile-apps-beat-the-mobile-web-among-us-android-smartphone-users/
