Mobile analytics company comScore today revealed results from a study into how age and gender affect how people use the mobile web. It found that older users are far more likely to use mobile financial services, while teenagers tend to use their devices for social networking and entertainment. These younger user also access mobile Web content far more regularly.
The broad discovery was that search, weather and news are popular in all categories. For all users under 35 social networking is the most popular type of content. For those between 35 and 45, search was the most popular. And for the over 55s, weather is the top category. The following tables show the most popular news and information services accessed, arranged by age category. This data was gathered in the three-months ending February 2009:
From the release:
“Mobile offers attractive opportunities for advertisers to target audiences based on the type of content consumed and device owned,” observed Alistair Hill, analyst, comScore. “This targeting ability is extremely valuable for marketers trying to increase their advertising efficiencies in the face of shrinking ad budgets.”
What we think?
Ok, so these results aren’t really all that shocking. Older users are more interested in fiscal responsibility? Wow, I’m shocked. However, these results do offer some pointers for those involved in mobile finance. Older users are more inclined to use these services anyway, so it’s worth investing in advertising aimed directly at that market. As for the younger audience – well, you could try educating them in the ways of using mobile finance services, but in all honesty they probably won’t be interested in it at this stage anyway.