According to the mobile marketing firm, Brand in Hand which handles global clients like P&G, General Mills, American Express and other big global players, is of the opinion that females who use smartphones likes iPhones are more likely to overlook mobile advertising.

Over the 60 trial campaigns that have been analyzed, it was seen that female iPhone users’ post click page view rates were way lower than the conventional cellphone users. Post click page means the online actions of the user in response to the banner advertisement. Non smartphone users had as average of 3-3-5 post click page views in comparison to 1.3 for iPhone users.

Around 721,000 mothers in the age group between 25-44 years own an iPhone. These women are more task-oriented and it is more difficult to keep her engaged and expose her to mobile marketing.

Brand in Hand develops mobile advertising that caters to a larger population of mobile users and not necessarily only to the smartphone users. It deals with mass consumer brands and so its strategies for mobile marketing will also be the same. However, it can be seen as a creativity limitation; however, with the mobile users also targeted in countries like China, India and Brazil, it only makes more sense. Male users of smartphones like iPhones have shown more response to mobile sites and advertisements.

Via: Adage