The mobile enterprise has its eyes and ears focused on Android. Recent reports indicate that ad revenue growth has soared past Apple, but as far as women are concerned, not many have the Droid on their radar.
Android Ad Revenue Increases, Males Dominate Market
According to the Mobile Mix from Millennial Media, Android ad revenue has surpassed that of Apple’s mobile devices. Android ad requests have grown 1,284 percent since January 2010 while requests on iOS have only grown by 18 percent in that time period.
While advertisers may be flocking to Android because it provides them with a new marketspace, they may want to think twice. According to a recent survey by Lady Geek & YouGov, out of 78,835 mobile phone customers in the U.K., less than 5 percent of women would select an Android device as their next smartphone. But it’s not because they think poorly of the Android, it’s because they don’t really know anything about it or how it relates to them.
While it’s unclear exactly why the Droid doesn’t resonate with women, you can speculate that it has something to do with how the Droid has been marketed thus far. Commercials show it performing in SciFi adventures with robotic finesse and though Beyonce was involved at some point, it’s safe to say that the Droid has been specifically targeted to men.
And that’s not to imply that women don’t like science fiction or robots, it’s just that when compared to marketing strategies put forth by the iPhone, for example, it’s clear that the Droid is not as focused on proving how efficient their phone is. The iPhone goes to great lengths to show itself off as a problem solver, showing the ways that it can be used in practical matters, where as the Droid is more focused on things such as video quality.
Smartphone Users Get Healthy
According to a survey by the Pew Internet Project, younger mobile users are more inclined to use their smartphones to look up health related issues. The survey announced that 17 percent of all cell owners have used their phone to look up health or medical information on the Internet, where as 29 percent of cell owners ages 18 to 29 have done such searches.
In addition, 9 percent of all cell owners have software applications on their phones that help them track or manage their health. Of that, about 15 percent of those ages 18 to 29 have such apps, compared to 8 percent of cell users ages 30 to 49.
When broken out by race and ethnicity, the survey found that Latino cell phone users were significantly more likely than other groups to use mobile device to look for health information.