Mobile marketer Brand in Hand has found a big difference in the way women engage with mobile ads on iPhone versus other phones.  Talking to Rita Chang at Ad Age, the agency shared results from trials and more than 60 campaigns where they measured women who visit mobile sites after clicking on a mobile display ad.  They found iPhone users clicked about a third fewer times into sites they visited.  They were also nearly seven times more likely to leave a mobile destination without taking any action.

Brand in Hand, which serves major Fortune 500 clients, attributes the big deltas to the way iPhone users interact with mobile web and how ad creative can t be customized for any single device.  Ad Age cites the overall small number women iPhone users represent to brands seeking reach among tens of millions of people.  Nielsen estimates that among women aged 18-49, only 18 percent have smart phones.

Read more at Ad Age {link no longer active}.