60% of the traffic on Pornhub comes
through mobile devices. And when it comes to mobile devices there are only two
competing brands- iPhone and Android. The user statistics, content searched by
these users and how they interact with the site was so interesting that Pornhub
decided to dig into the data to do a comparative analysis.
Quite interestingly the article
depicts several similarities and differences amongst iOS and Android users in
the preference of the videos they would like to watch, time spent per visit,
and demographics of the population. Undoubtedly mobile users dominate over
desktop users and when choosing a mobile device, speed and overall performance
were the two major criteria taken into account. It is interesting to note that
in terms of geographic presence Android is the more prevalent operating system
in Asia and Europe and South America as compared to iOS which dominates in
North America. On a deeper thought it seems logical as IPhones and IPads, due
to their high price range, are not unaffordable for developing economies which
dominate in Asia and South America. Specially India, in Asia, with its
significant population base and 70% Android usage significantly tilts the
balance for Android in Asia due to the low pricing points of phones supporting
Android. From a marketing standpoint this definitely helps in assessing an
organisation’s marketing spend budgets by operating platform. Whereas in Asia
your ad spends should be more for Android platforms, the reverse is true if you
are a marketer in US.
Another interesting highlight was the
preference of keywords between the platforms when browsing Pornhub. iOS users
reflected a strong preference for older keywords like “mom” and “step mom”.
Given the majority of iOS users are in US, this reflects a strong interest in
viewing content with older people. This could definitely help advertisers
market their product targeted for older population in the US such as beauty
products, health supplements etc. with older models in their advertisements to
connect to the wider audience.
The last interesting statistic is the
average time spent by users on Android vs iOS per visit. Whereas Android users
spend a bit over 10mins per session iOS users are much less patient and spent
only 8min and 40 sec. This would enable advertisers to target the length of
their videos by operating systems and geographies in time spans that are
successful in retaining user attention.
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