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M:Metrics, AdMob Release Audited Audience Metrics for Mobile Advertising

Mobile media research firm M:Metrics and mobile advertising marketplace AdMob have announced what they are calling “the first authoritative findings” on audience composition for mobile advertising.

The research, collected during the third quarter of 2007 from more than 2,000 mobile sites within AdMob’s network, found that 18- to 34-year-olds comprise 65.5 percent of respondents on the AdMob publisher network. The research also showed that AdMob’s mobile network delivers broad demographic reach with desirable demographic sub-segments.
For example, the study confirms that numerous sites that target African-Americans have audience compositions in excess of 50 percent of the demographic, whereas the ethnic group comprises only 6.3 percent of the total mobile population, according to M:Metrics.

Similar results were found across females (sites with over 60 percent females versus 42 percent of mobile browser population), Hispanics (sites with over 35 percent versus 18.5 percent mobile browser population) and various other demographic profiles.