Last but not least: Are iPhone users resistant to advertising?
The typical iPhone user is a modern, style-conscious cell phone owner who is eager to make purchases. An ideal target audience for modern advertising campaigns, then—or is it? At least among female iPhone users, receptiveness to advertising appears to be limited. They are far harder to reach via mobile ads than users of conventional cell phones.
This is the sobering result of a recent study by the US mobile marketing company Brand in Hand, which examined a total of more than 60 different mobile advertising campaigns over the past two years. The post-click rate among female iPhone users aged between 19 and 49 only reached an average value of 1.3, while conventional cell phones generated up to 3.5 more page views.
However, the report does not provide a comprehensive explanation for the poor performance of female iPhone users. However, John Hadl, co-founder of Brand in Hand, has a theory. He suspects that women use their smartphones in a more task-oriented way than other target groups. As a result, they find it difficult to be distracted from their respective activities. Aha, great theory. However, an alternative explanation would also be that iPhone users are exposed to a veritable flood of offers and advertising anyway and therefore respond less to individual advertisements. Or that they are busy with other cell phone tools or other bits and pieces.
However, the report does not provide a comprehensive explanation for the poor performance of female iPhone users. However, John Hadl, co-founder of Brand in Hand, has a theory. He suspects that women use their smartphones in a more task-oriented way than other target groups. As a result, they find it difficult to be distracted from their respective activities. Aha, great theory. However, an alternative explanation would also be that iPhone users are exposed to a veritable flood of offers and advertising anyway and therefore respond less to individual advertisements. Or that they are busy with other cell phone tools or other bits and pieces.
