Women who use iOS devices are the most valuable mobile shoppers in terms of how often they purchase and how much they spend, according to mobile advertising firm AppLovin.
AppLovin handles more than 20 billion ad requests a day, the firm says. This analysis looked at more than 1 billion mobile ad interactions during July 2014.
Female Android users click on the most ads, at a rate of 10.23%, compared to 9.47% for male Android users, 7.14% for female iOS device users and 6.49% for male iOS device users. “On the platform side, Android has a consistently higher click-through rate than iOS, and across platforms, females were more prone to click than males,” the report states.
Both female and male iOS device users are more likely to convert to a sale. Female iPhone users convert at the highest rate, 2.36%, followed by male iOS device users at 2.03%. Female Android users convert at 1.75% followed by male Android users at 1.45%.
Female iOS device users also spend the most at $20.65 for an average purchase. Female Android users spend on average of $18.65 per purchase, followed by $15.73 for male iOS device users and $12.28 for male Android users.
AppLovin says Android users might be more accustomed to seeing—and interacting with—mobile ads. “We know there are more free, ad-supported apps on Android, so it’s likely users are more conditioned to accept ads and are more responsive to them,” the report states. “So, Android users, both male and female, are historically accustomed to seeing more popular apps with ads, but perhaps are less inclined to pay for the items being advertised.”
Users of iOS devices, on the other hand, are less likely to click on an ad but more likely to buy once they do. “Users of iOS might be more prudent in their engagement with ads, but when they do engage, they are ready to buy,” the report states.
A study earlier this year from mobile commerce technology provider Shopgate indicated that men using Apple iPad tablets are themost valuable mobile commerce shoppers. Generally speaking, retailers have found that tablet users spend more than smartphone users, though that may change as smartphone screens get larger and new technologies (like Apple Pay) make checkout on smartphones much easier.
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