August 24, 2007

Some 65.5% of respondents were 18-34-year-olds, with broad demographic reach into various sub-segments, according to the third-quarter survey that covered more than 2,000 mobile.

Numerous sites that target African-Americans have audience compositions in excess of 50% of that elusive 18-34-year-old demographic, whereas the ethnic group comprises only 6.3% of the mobile population, according to M:Metrics.

Similar results were found for females (sites with audience composition over 60% females, versus 42% of mobile browser population) and Hispanics (sites with over 35% Hispanic composition, versus 18.5% mobile browser population), among other demographic profiles.

“Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting,” said Omar Hamoui, CEO, AdMob.

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