go-Digital Blog on Digital Marketing

Young Women Are The Most Valuable Mobile Ad Demographic

Source: http://www.businessinsider.com/young-women-are-most-valuable-mobile-ad-demographic-2012-2

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Data is starting to trickle in and shape our understanding of the nascent mobile ad market. According to data from Flurry Analytics, 25- to 34-year-old females are the most valuable demographic for advertisers and publishers (as measured by the underlying click-through and conversion rates).

This is not surprising: Young people have adopted smartphones at a much higher rate than their parents. However, mobile CPMs will eventually even out as penetration picks up amongst older age groups. Furthermore, women should be more valuable because they historically have controlled household expenses and there is some evidence that they use smartphones more than men while shopping.

Finally, the eCPMs strike us as pretty high—even as smartphone usage has exploded, demand seems to have held up.

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Twitter’s corporate development director Mike Brown told a panel at Vator Splash that BeachMint, a service that lets customers buy products picked by celebrities, would be an interesting one for Twitter to buy next. 

Brown said that while celebrities make Twitter what it is, the celebrities are not paid to produce content.

“We are lucky they share content and say crazy things,” Brown said, because they make Twitter interesting to read.

Right now, celebrities tweet for free because of the exposure they get in real-time. They also get paid by brands to endorse products in various venues — including on Twitter.

Brown’s comments suggest that the company is at least thinking about getting more directly involved in those kinds of transactions.

Brown made his comments after ScaleVP’s Sharon Wienbar talked at length about Beachmint, an investment her firm made early on. For the celebrity connection to work, it has to feel authentic for social commerce.

See also: Facebook Reorg May Pave The Way For More Acquisitions

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Join the conversation about this story »

See Also:

• Facebook Reorg May Pave The Way For More Acquisitions
• HOROWITZ TELLS ALL: This Guy Just Raised A $1.5 Billion Fund
• Why The FBI Wants To Look At Your Social Media Updates