Targeting female users? Screenist may help you address them

Females are 79% more likely to be reached by in-app marketing

Female audience has always been a top priority for Screenist as they tend to make more purchases online and even spend more than males. According to a new survey by Nielsen, women download 40 percent more mobile applications than men.






It may not come as a surprise that Liftoff, a company specialized in mobile application-based marketing, found that women are 79 percent more likely to make in-app purchases in mobile games, suggesting that it’s definitely worth linking advertisement for women to various mobile games. However, advertisement embedded in apps is catching up fast, even without women in the picture…

As we have previously discussed, impulse buying - which Scrrenist enables by linking a webshop to the product seen on screen - in the case of women does not mean (at least not in the first place) that they just obtain anything and everything they can get their hands on, but it’s more about a long list running on a subconscious level with all the names of their loved ones, which activates when they see certain products: “yeah, this is the scarf my brother needs” or “my son would just adore this console”.

According to Liftoff, we are living in the golden era of gamer-marketing as the interest in the traditional advertisement is decreasing while the performance of in-app ads is improving, and it’s not only in the case of women. The Liftoff Mobile Gaming Apps Report is based on 46.7 billion impressions and other data collected from June 1, 2017, to May 31, 2018, taking a closer look at 15 million app-installs and 350 games.

What is more, the cost to acquire a user who completes an in-app purchase is lower than ever on a global level: it is around $28.05 nowadays, compared to $50.69 in 2017.

“Mobilgames-based advertising is catching up like crazy”,

Liftoff concluded.

This process is even more spectacular now that Android-devices are on the rise. Every day, more than 1.5 million Android devices are activated, and Android users are more likely to register after downloading an app, at a rate of 52 percent, compared to 43.6 percent for Apple users. Well, it sure does take more to reach iOS gamers ( $11.08), but 16.7 percent of them immediately make a purchase after registering.

The report also highlights that Europe, Middle East, and Africa in-app purchase rates are increasing, and even though it takes more to reach a North American user than them, North Americans are less likely to make a purchase on this platform but tend to spend more in the end.

Screenist is currently working on a new application under the working title Campaign Activator. The main purpose of this new development is to “switch on” static offline advertisement - whether we are talking about TV ads, print bulletins or a classic poster in a store - so that the consumer is linked to various activation incentives allowing them to not only be more engaged but also helping the advertiser by collecting useful data. (The application is now available, read more about it here. Edited July 2019).

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What choices do women make when shopping online?

More women shop online than men - photo:

Now that the Christmas-shopping season is right around the corner it is time to talk about online shopping. Specifically about how do we get shopping done, and what about women when it comes to virtual solutions? Knowing that as a part of the (often invisible) emotional labor, it’s usually women who get to the majority of the holiday shopping done.

Women are more keen on online shopping than men

We tend to believe that women are more into shopping in bigger malls, while men prefer to linger over their PC - perhaps the mobile - to get stuff done as soon as possible. According to a recent survey by market research company Nielsen, 72 percent of women admitted to having shopped online within the last 30 days, compared with 68 percent of men. What is more, women tend to be more interested in e-mail marketing, too: 14 percent has made a purchase via a link found in an email, while only 8 percent of the male population has done the same.


They are fond of special offers and bargains

We are not particularly surprised if a mom of four hunts for all the greatest bargains and take a tour around town to find them, but it seems like all women - regardless of educational background, social class or financial situation - adore special offers: 71 percent of them admitted that their latest purchase was a special offer-buy. Female products are therefore particularly attractive if paired with a special offer - and that is true even if the can shop it online.

Yes, they gladly buy tech-items, too

Even though the average British woman spends around three times as much money on clothes over the course of their lifetime than men, the stereotype about women piling up shoes is probably false: male British shoppers are taking the lead nowadays on the purchase of shoes. Women, on the other hand are top tech-customers: 88 percent of them have purchased some kind of tech-related item during the past one year. Mostly it’s a mobile or a tablet, actually.


They love apps

Talking about the mobile, it’s important to add that women are downloading 40 percent more mobile applications than men. Nevertheless, men are at the forefront when it comes to in-app spending and mobile games. It might come as a surprise for many that men are the major installers of shopping apps by various retail stores (18 vs. 14 percent),  even though the difference is getting smaller and smaller every year.

Women are more active on Facebook and Instagram

Reddit, Google+ and LinkedIn are mainly the playground of men (they are not only present in greatest numbers but also tend to be more active), whereas Pinterest, Twitter, Instagram and Facebook are dominated by women (the latter has 52 percent of female and 48 percent of male users, at least according to a survey by Statista from January 2018). Seems like women believe that interaction with the brand is particularly important on social media: 55 percent of them prefer to buy a brand they have been in personal touch with on Facebook or elsewhere, Nielsen says.   


Screenist and women

Considering that Screenist enables impulse buying by instantly linking the product with a webshop, we need to talk about an entirely new aspect of the consumer attitude. When it comes to women’s shopping during the Christmas-season, impulse buying does not mean (at least not in the first place) that they just obtain anything and everything they can get their hands on, but it’s more about a long list running on a subconscious level with all the names of their loved ones, which activates when they see certain products: “yeah, this is the scarf my brother needs” or “my son would just adore this console”.  Female consumers do not only play a significant role in e-commerce throughout the holiday season though, but it’s important to build a conscious strategy on their preferences and needs throughout the entire year.

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