It is estimated that by the end of this year there will be around 116 million smartphone users and 55 million tablet device users in the US.
In many cases, smartphone and tablet owners use their devices as their primary Internet and communication devices.
June research by Prosper Mobile Insights indicates that there are significant differences between men and women when it comes to selecting mobile phones for specific purposes. The biggest differences are observed in the use of e-mail, Facebook , internet shopping and searching, as well as significant differences in the use of Twitter and Pinterest .
According to the research, smartphone and tablet users will prefer to send e-mails and use social networks, leaving the desktop or laptop PC for other things. Men, on the other hand, are more likely to use IM and internet banking exclusively via mobile phones.
However, these things do not seem to lead to differences in how men and women experience mobile advertising. Respondents from both groups showed similar interests in certain types of mobile ads, although women were more likely to overlook a video, banner or pop-up ad.
Almost a third of women said they would be interested in funny ads.
Also, it is estimated that American advertisers will spend 2.3 billion USD this year on mobile ads alone, and about 40 billion on total advertising on the Internet – we hope that most of these ads will be relevant.