Women drive app installation; spend 87% more than the men
While the mobile world has its finger on the technology pulse, it’s lagging when it comes to marketing to women, according to new figures.
Mobile analytics and advertising company, Apsalar, studied data from over 500 million unique users on both iOS and Android platforms. What it uncovered was a marked difference in how men and women purchase and use apps.
For starters, men aren’t the ones driving app consumption, Apsalar says. Women install 40% more than the hairier sex, and buy 17% more paid-for apps. Even more promising for app developers’ hip pocket, women will pay 87% more for the apps they do consume.
Despite this, men spend, on average, 42% more on in-app purchases.
Interestingly, there’s zero crossover when it comes to his and her top five app categories. Womenfolk prefer Social Media, News, Productivity, Lifestyle and Books, while gents can be found perusing Business, Games, Navigation, Travel and Health & Fitness.
Men download Business apps a cool 85% more than women, while Social Media apps are consumed some 600% more by women than men, News apps 90% more and Productivity apps 89% more.
Despite men’s much-lauded ability to know the right direction at any given time, they still use Navigation apps some 40% more than females. Unsurprisingly, they also play Game apps 61% more.
“This is big news for businesses that target women,” says GoMobile Solutions CEO Damien Zamora.
“We’ve already proven the power that mobile apps have in driving customer loyalty and what this latest research reveals is that businesses that develop app content that caters to women will definitely get some attention.”
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