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BizReport : Mobile Marketing : January 20, 2015

Target smartphone users based on their device brand

Marketers can now target consumers based on which smartphone brand they own, according to new research commissioned by mobile ad platform Opera Mediaworks.

by Helen Leggatt

It's possible to judge a smartphone owner by the brand of device they use, according to Opera Mediaworks' commissioned study of 46,000 mobile users. By analyzing personality types using app and web-browsing habits the firm has come up with additional, advanced targeting information, says the report.

For example, marketers looking to target 'Savvy Shoppers' should focus on Apple and Samsung owners, a quarter of whom download retail and finance apps and are more likely to engage with discount offers and promotions than users of other brands. HTC owners have been tagged as belonging to the 'Cultured Club' due to their use of mobile to connect with friends (30%) and engage with video longer than users of other brands.

When it comes to the most social smartphone users LG tops the list. Twenty-two percent of LG owners use social media apps, download photos and view short-form video compared with just 14% of Samsung and Apple owners.

To target tech geeks, the findings point to Motorola users, 27% of which use maps (Google/Navfree GPS) and travel apps compared to just 16% of Samsung and 17% of Apple owners.

"Targeting has quickly become the core focus for mobile advertisers. Placement, scale and innovative formats remain important factors, but reaching a brand's exact audience with advanced targeting is what really sets the most successful mobile campaigns apart," said Mark Slade, managing director for EMEA at Opera Mediaworks.

Tanjala Gica /

Image via Shutterstock

Tags: brand marketing, mobile advertising, mobile marketing, research, targeting

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