Mobile Ad Response Seen Differing by Gender, Platform

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. (more…)