Why iPhone audiences should be prioritized by advertisers

- 29. Februar 2024
Maddie Loder
Maddie Loder
Content Marketing Associate
Proximic by Comscore

Consumer digital behaviors and technology preferences have evolved at lightning speed over the past decade.

In recent years, signal loss has become a prevalent issue for advertisers attempting to reach iOS devices due to Apple’s strict privacy measures, which actively blocks third-party tracking and targeting. This hurdle creates massive challenges for personalized advertising within iOS environments.

Data about the two biggest phone operating systems paints a compelling picture of distinct audience behavior across device types, but only one stands out for advertisers seeking valuable connections: iPhone.

iPhone users boast significantly higher household income than Android users

  • Nearly half (49.9%) of all 131.06 million iPhone users have a household income exceeding $100,000.
  • Of the 89.1 million Android users, only 33.6% of users with a household income exceeding $100,000.

This higher income bracket of iPhone users translates to increased purchasing power, making iPhone users a prime target for advertisers looking to tap into a consumer base with greater financial capacity.

iPhone users make more monthly site visits on their device than Android users

  • On average, iPhone users make 445.2 monthly visits to an app or browser per user compared to Android users only making 114.2 visits per month on average, underlining the consistent and active digital footprint of this audience.

The significantly greater frequency of visits to mobile apps and browsers provides advertisers with more touchpoint opportunities to reinforce their brand message.

Bonus: The Pinnacle of Purchasing Power: Women

  • A CivicScience survey reported that 70% of women say they make all or most of the household purchases, while just 38% of men think they’re the ones making most of the purchases for the home.

Android devices have a user demographic that skews male, with 54.5% of users being male and only 46.7% being female. On the other hand, iPhone users are primarily female, at 53.3%. This is important for advertisers to consider as women tend to have more of the purchasing decision power in a given household, meaning advertising to a statistically more female audience when targeting on iPhone devices has the potential to provide a better return.

The Challenge of iPhone Advertising and The Power of ID-free Audience Targeting

While the potential benefits are clear, advertising on iPhone devices comes with its own set of challenges, thanks to the strict privacy measures implemented by Apple. iPhone devices actively block third-party tracking and targeting, creating a barrier for personalized advertising.

Contextual targeting emerges as a powerful solution to reach iOS devices, aligning ads seamlessly with the content being consumed.

Proximic by Comscore’s ID-free Predictive Audiences offers a sophisticated approach to navigating the intricacies of advertising to iOS devices. Predictive Audiences enables targeting based on user behaviors such as personas, TV viewership, gaming habits, retail purchases, and more, but delivered contextually. This is made possible through the combination of Comscore’s extensive currency-grade data sets with sophisticated machine learning-driven predictive models.

With ID-free Predictive Audiences, advertisers can now reach users at scale with relevant ads on iOS devices, including within gaming inventory, and publishers can effectively monetize their iOS inventory, all while maintaining user privacy.

Contact us today to learn how you can reach iPhone users with Predictive Audiences