A new study by eMarketer shows that young men remember ads more than young women, and are therefore likely to be more receptive. Moreover, overall, men like the ads more than their female counterparts. The eMarketer study shows that 69% of men aged 18-29 remember seeing an ad on their mobile phone, whereas only 42% of women remember seeing an ad. Strange but true, and here are the results to prove it.
Where men were concerned “Dislike very much” got the least votes and “neither like nor dislike” got the most. However, an impressive 20%
“like somewhat”, and 29% aren’t bothered either way; typical men…eh?
Women, landed firmly in the “dislike” and “neither like nor dislike” sections, with a combined “like” ratio half that of men. A measly 3% “like very much”. Does this mean women are harder to please? Or could it mean that ads get in the way, suggesting that women use their phones less for fun and more for productivity?
It may be that ads targeting men are more interesting; for example, beer ads tend to be funnier than slimming drink ads. Likewise ads around sports ads tend to be contextual and are part of the institution, thus the reason so many young men in the study aren’t bothered either way.
Anyway, amidst the speculation, what we do know is that mobile advertising is working well against young men, so consider this when putting together your mobile strategy.