Mobile Marketing: Mobile Targeting and Tracking. Targeting Your Mobile Customers: Income

Mobile consumers tend to be more affluent than their nonmobile counterparts, and the more affluent mobile users tend to rely more heavily on mobile content than those lower on the income scale. According to a 2009 comScore study, mobile consumers with an annual household income of more than $100,000 tend to access business information three times more than those with an income of less than $100,000 per year. They are also two times more likely to consume content from mobile news or mobile shopping websites.

Mobile Browsers With Income $100,000+

As you might expect, mobile users with annual incomes $100,000 or higher are two times more likely to consume content from mobile news or mobile shopping websites. Chart courtesy of comScore, Inc.


The same survey found that people who are accessing mobile content spend about 39 minutes per week with some type of mobile content, presumably either mobile Web content or mobile applications. They spend 38 minutes per week on text messaging and 44 minutes per week on mobile phone calls.

Surprising, a 2008 comScore report, "All about iPhone," shows a recent significant increase in the number of people in the lower income brackets (between $25,000 and $50,000 annual income) purchasing iPhones, rising 48% between June and November 2008. Forty-three percent of iPhone users earn more than $100,000 annually, and that demographic is more likely to use mobile search than to participate in any other type of mobile behavior. Forty percent of iPhone and iTouch users actually report using the mobile Internet on their mobile phones more than they do on their traditional computers.