Believe it or not, gender behavior can actually play a big part in predicting the success of both mobile advertising and commerce behavior, based on studies over at Applovin. The results of this research, which started back in July 2014, were posted this past week on the company’s blog page.
The first part of this report looked at Click Through ratio, which you can see in the chart below. Female Android owners were in the top reported percentile, with over 10 percent of users accessing the ads. Male Android owners were close behind in second place with 9.47 percent, while both male and female iOS device users fell around the six to seven percent ratio. While this is less than a one percent difference, it does show a bit of preference when it comes to female users.
Another chart showing such a difference revolves around conversion rate. With this, female iOS users took the lead with an approximate 2.36 percent, while female Android users were close behind with 1.75 percent. Meanwhile, males once again stayed in a one percent ratio, with 2.03 percent on iOS and 1.45 percent on Android.
But what about the average purchase amount Again, ladies are leading the charge, with the chart below. Female iOS users spend the most with $20.65, while female Android users are close behind with $18.65. Males spend a bit less, with iOS users spending around $15.73, and Android users down even further at $12.28.
Why do Android users have bigger numbers Applovin believes it has to do with the free ad-supported app system on those devices, “so it’s likely users are more conditions to accept ads and are more responsive to them,” according to the post. As a result, more popular apps with ads are utilized, thus the higher rate.
As for the major differences in gender, there are factors that weigh in with behaviors across mobile devices, although a side report from Flurry believes that loyalty and monetization can also play a part. Even though other sources like Business Insider Intelligence and RetailMeNot believe that men are more likely to shop on mobile than women, these charts tell another story.
