An article in Advertising Age points out some interesting information on the penetration of iPhones among women in the coveted 18-49 age group.
- 18% of women age 18-49 have a smartphone (roughly 3% of the total cellphone-carrying population) – Source: Nielsen
- 721,000 moms age 25-44 own an iPhone – Source: M: Metrics.
The article also points out that advertising content is more ineffective with iPhone users:
- Users of conventional cellphones average 4.3 to 4.8 post-click page views
- iPhone users only average 1.3 post-click page views (actions the user takes after clicking a banner ad)
“iPhone users leave a branded web page without taking additional action about 80% of the time; only 12% of non-smartphone users, on the other hand, desert their destination.” – Advertising Age
