A new study has recently been performed and released by AppLovin. The study looked at the behavior of potential customers based on things like the OS of their mobile device, their gender and whether or not they have families. These types of studies are very important for marketers since they can help us to target the right audiences with each advertising campaign.
The study found some very interesting things, including the following key points:
- Females using android devices have a 10.23% overall click through rate. On iOS their CTR is just 7.14%
- Males on Android have 9.47%, but on iOS it drops to 6.49%
- Looking at conversion rates, females on android convert at 1.75%, but on iOS it goes up to 2.36%
- Males on android only convert at 1.45% but on iOS it is 2.03%
- The average purchase price is $18.65 for females on android, but $20.65 on iOS
- For males, it is $12.28 for android and $15.73 for iOS
All of this indicates that many marketers would do significantly better targeting only females who use iOS devices. This will lead to a lower overall CTR, and higher conversions, which is ideal for any marketing campaign.
