Marketers May Soon by Targeting Consumers by Mobile Device Type

As the use of mobile devices proliferates, it’s only logical for marketers to consider whether unique demographics are associated with a  specific phone or PDA. San Francisco-​based ad agency Greystripe recently studied this topic as their analysts looked for differences between iPhone and iPod Touch users. Their findings shed light on how marketers may distribute their ad budgets in the future.1097293_girl_taking_pictures

Top level findings indicate iPhone users have the following age profile:

  • 17 and under 2%
  • 18–24 17%
  • 25–34 27%
  • 35–44 23%
  • 45–54 17%
  • 55% 13%

iPod Touch users appear to be a bit younger as the following statistics show:

  • 17 and under 23%
  • 18–24 19%
  • 25–34 13%
  • 35–44 23%
  • 45–54 17%
  • 55+ 4%

The GreyStripe findings also suggest that both iPhone and iPod Touch users are nearly evenly split between gender lines. Further, the charts offered in the study show that, for now, iPhone users are the more highly educated group. However, this could change over time as many of the younger set of iPod Touch users could be college bound in the next year or so. Not surprisingly, the more highly educated group also possesses higher income.

This report also revealed specific characteristics about the “iPhone Mom”.  Marketers will want to know:

  • Over half of these moms have children
  • Over 2/3’s of these moms have pets
  • Over half of these moms use online shopping tools for price comparison

As more consumers turn to mobile devices for everything from chatting to searching for a restaurant for dinner, marketers will be able to position campaigns by device to target the right audience for the products and services they’re selling.

[Source: Mobile Advertising Insights report, Greystripe, 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.