Men respond more to ads in mobile browsers, while women are more likely to swipe or click on in-app ads, finds a new study [PDF] from Burst Media. The study – based on a survey of close to 750 US online adults who use a mobile device to access the mobile web and/or applications – finds that some 28% of male respondents claim to tap or swipe on mobile browser ads either sometimes or all the time, compared to 19% of women. The gap is narrower when it comes to in-app ads, though.
Women responding to the survey were more likely to say they frequently swipe or tap on in-app ads, with 22% professing to doing so sometimes or all the time. As such, women appear to be more slightly likely to respond to in-app ads than to browser ads. By comparison, 18% of men said they frequently swipe or tap in-app ads, a significantly smaller proportion than claimed to frequently respond to browser ads. Read the rest at MarketingCharts.