Approximately sixty-seven percent of American adults use some kind of mobile device, whether it be a smartphone or a tablet. But who are they exactly? It’s important to know, especially if you are serving up mobile ads.
In a nutshell, they’re the ideal target consumer. Mobile device users are more educated and earn higher incomes than their non-smartphone using counterparts. This revelation may prompt you to wonder if traditional print media advertising should be relegated to the ash heap, but a study conducted by the University of Missouri’s Reynolds Journalism Institute proves otherwise. The same consumers who use mobile devices also continue to utilize traditional print mediums like newspapers and magazines. Rather than replacing traditional media with digital, these consumers consume both.