Why men should not be neglected in mobile advertising?
Since up to 85% of purchase decisions in the US are made by women, women appear to dominate the consumption market. Yet we should never neglect male audiences when it comes to mobile advertising.
More men consume luxury goods than womenz
Survey conducted by Nielson in 2013 showed that men consuming high-end products and expensive designer brands outnumbered women by 7% and 8% respectively.
Stronger belief in mobile ads
The number of men trusting mobile ads is 5% more than women.
Receptive to video ads
According to a survey by Comscore in 2012, affluent men prefer video ads to standard banner ads. Men also spend more time on Youtube than women.
Mobile as path-to-purchase
Men are more likely than women to compare price on mobile by 7%. Since men rely on mobile in their paths to purchase, responsive websites and search ads to direct, ease and facilitate their information discovery processes would be the keys to conversions.
Product reviews on social media
Majority of affluent men search on social media for product reviews while women for coupons. Cultivating products’ goodwill on functions rather than providing treats on social media would reap higher conversions from men.
As men are more receptive to ads, they are the group of customers brands worth investing their efforts on crafting mobile ads specific to their behavior and favouritism, especially for affluent men.