AdMob: iPhone, iPod users are not interchangeable

When it comes to Apple's iPhone and iPod touch devices, marketers may think a one-size-fits-all approach is good enough. New research from AdMob indicates that this approach is wrong because there are specific difference in each set of users which could hinder a single campaign, but could enhance a dual campaign.

by Kristina Knight

According to the research, the main differences are in demographics. First, the similarities. According to the report half (5 in 10) iPhone and iPod Touch users access the mobile web more often than they read newspapers and 40% report accessing the mobile web more often than they access the Internet from a computer. For any demographic, most i-users are male (70%).

However, the iPhone appeals to older consumers. For the iPod Touch, 69% of the audience are 13 to 24 years of age but only 26% of iPhone users are in the same demographic. Meanwhile nearly one-third (31%) of iPhone users are 35 to 49 years of age while only 12% of iPod Touch users are in that demographic.

iPhone users also have higher incomes with 78% having a household income of at least $25,000 and are more likely to have children living at home.

Other interesting findings include:

• Only 28% of iPod Touch users are children
• iPhone users plan to shop for clothing (57%), entertainment (47%) and travel (45%) over the next six months
• iPod Touch users plan to buy clothing (61%), entertainment (53%) and cell phones (36%) over the next six months.

Tags: AdMob, Apple, i-users, iPhone users, iPod Touch, mobile advertising, mobile consumers, mobile marketing