iPad: Users Younger, Wealthier more Engaged

Users of the iPad and iPhone mobile devices, based on the iOS platform, tend to be younger and wealthier than typical mobile subscribers, according to a recent survey by The Nielsen Company. Only about 15% of iPad users are more than 56 years old compared to 33% of all mobile subscribers. However, while more than 10% of both iPad and iPhone users are 18-24, compared to less than 10% of all mobile subscribers, the most substantial difference occurs in the 25-36 age bracket. About 40% of iPad users and 30% of iPhone users fall into the 25-36 category, compared to about 20% of all mobile subscribers.

How Engaged? Tips to Up iPad Ad Interactivity Even More
Early advertisers on the iPad – Target, Dove and Ford Lincoln – all sounded the same trumpet call: their iPad campaigns had higher levels of user engagement than their online campaign counterparts. Since then research firms have been scrambling to quantify just how much more engaged iPad users are with advertisers. New figures come from Mobclix, which just launched the Mobclix Index, a new monthly series of infographics that aims to shed more light on the constantly shifting mobile ecosystem. Platforms including Apple‘s iPhone and iPad, Google Android, Research In Motion‘s BlackBerry and Windows Mobile 7 will be highlighted. Based on advertising data resulting from the total number of iPad ads served by Mobclix (300 million impressions per month on average), the Index finds that, yes, there is increased engagement on gaming apps played on the iPad versus the iPhone.

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Mobile: VW 2010 GTI

VW 2010 GTI
AKQA San Francisco did a good (if predictable) job avoiding TV spots for the 2010 GTI launch. You have to admire any digital agency that could pull this off – I couldn’t imagine many of the others doing it – even AKQA’s other offices.

They need to buff up their rationale for using the iPhone though – it comes across as tactic first (an iPhone app!) and post-rationalized strategy after. I wonder if the channel choice was a client mandate (in a Volvo S-60ish way) or an agency initiative? They also talk about “80% increases” in enquiries without showing a comparison, which makes it meaningless.

The app/ game itself was made by Aus-based Firemint.

Blah blah blah. All in all a good effort though, but more strategy please.

It’s clever of AKQA to  promote the campaign within FB itself and encourage people to fan their brand through the video clip

Volkswagen ‘launches’ the 2010 GTI on the iPhone with Real Racing GTI game (mobilecrunch.com)
Volkswagen Launches New Car Through iPhone Game [IPhone] (kotaku.com)
Volkswagen Becomes First Auto Manufacturer To Launch a Car Exclusively on a Mobile Device (slumpedoverkeyboarddead.com)
VW 2010 GTI – mobile car launch through the itunes App store (nickburcher.com)
Blue Plate Special: Real Racing GTI For iPhone/Touch (geardiary.com)
Volkswagen launches free version of Real Racing to promote 2010 GTI (tuaw.com)
New VW GTI Launched With iPhone App, Mazda Diesels Could Come To U.S.: Today’s Car News (blogs.thecarconnection.com)

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