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BizReport : Research archives : October 30, 2007

Report: 60% of mobile audience is under 35

Knowing the user-base is half the battle when it comes to online advertising. A recent report from M:Metrics and AdMob sheds light on the base of users on mobile platforms.

by Kristina Knight

According to the report just over 65% of the user-base for mobile platforms is between 18 and 34 years of age. That is one of the most desirable marketing demographics. What is most interesting about the report, though, is that researchers found that targeting a specific demographic is likely to result in a higher-than-average demographic showing.

For example, the report found that several sites which target African-Americans have audiences made up of more than 50% of the demographic targeted; comparatively, only about 6% of the general mobile audience was found to be of African-American heritage. Similar results were found with mobile sites targeting females (60% female on-site vs. 40% female in general) and Hispanics (35% vs. 18.5%)

“Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting,” said Omar Hamoui, CEO, AdMob. “By working with M:Metrics and leveraging our vast network audience across the site, carrier and handset level, we now enable advertisers to target their buys in ways that they have come to expect with traditional web advertising. Most importantly, they can reach their audience on the mobile web with scale.”

Tags: mobile advertising, mobile demographics

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  • Anonymous

    What did I just read? Is mobile good for targeting demo's or not?

  • This doesn't surprise me at all. This is a confirmation of what our clients already know. This is the next evolution for marketing. We have been very successful empowering consumers to text for content they choose regarding products they choose, as well as ordering free samples, coupons, instant purchase and even contest entry all by simply texting a special code linked to the advertisement. Yes, Mobile is the future and the future is now.



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