Making the Most of the 3 Hours a Day Women Spend on Mobile Apps

BY Rachel Cagle
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"What if you could easily reach a dynamic audience that is influential, educated, entrepreneurial and committed to the continued growth of society? Increasingly, that driving force is women, a rumbling economic powerhouse. In the U.S. alone, women make up just over half of the population, and they’re accountable for over $39 trillion dollars. That puts them in charge of 30% of the world’s wealth, and the number is growing."

"Females of every age and ethnicity bring distinctive values and priorities to the world of consumption. Multicultural women, in particular, are conscious consumers, supporting brands and companies that give back to and do no harm to their environment, community, family, and health. In fact, 58% of African-​American women agree that they are willing to pay more for a product that is environmentally safe, and 62% of Hispanic women agree that they buy based on quality, not price. Eighty-​six percent of Asian-​American women agree that they are always looking for new ways to live a healthier life."

"Brands and organizations looking to reach these conscious consumers have more options than ever before. Women are prodigious consumers of video, internet and radio, and they’re increasingly engaged with media and technology. According to Nielsen’s Q2 2017 Total Audience Report, generally, American adults consume almost 76 hours of content per week across all screens and devices. The majority of time is still devoted to traditional live TV, but current trends project consumers are spending more and more time with digital devices, especially women. Radio also has high consumption among women, as they spend almost two hours a day listening. In the second quarter of 2017, women over the age of 18 in the U.S. were spending over 11 hours a day consuming media across devices—from their TV to their smartphone."

"With more devices to split her time, where does she give her attention?:

  • Live TV: 4 hours and 9 minutes per day
  • App/​Web on a Smartphone: 2 hours and 35 minutes
  • AM/​FM Radio: 1 hour and 41 minutes
  • Internet on a Computer: 53 minutes
  • App/​Web on a Tablet: 46 minutes
  • DVR/​Time-​Shifted TV: 35 minutes
  • Multimedia Device: 20 minutes"

In just two years, women's usage of app/​web on a smartphone has risen from just over an hour a day in 2015 to over two and a half hours each day in 2017. According to AudienceSCAN, smartphone app purchasers are 52% more likely than other adults to be between the ages of 25 and 34, 58.8% of them have iPhones and 37.8% use Android phones.

"Women play an active role within the digital and traditional media space. As the media landscape changes, they’re also adapting to the new media landscape by using new forms of technologies for everyday purchasing. These habits highlight the need for marketers to know how and where to reach them."

So, we know that women spend a lot of time online through apps, but what kinds of ads are they responding to? According to AudienceSCAN,  within the last year, smartphone app purchasers were 68% more likely than other adults to take action after seeing a pre-​roll video ad. Also within that time period, 70% responded to ads on a social network and they were 59% more likely than other adults to use text link ads on websites.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.