Women consume two times more mobile content than men, accounting for 67% of downloads among unique users on Myxer's mobile content site in April 2010, and downloading on average 17% more content than men during the month, according to Myxer.
On average, women downloaded nine pieces of mobile content*on the Myxer platform in April, compared with 7.5 pieces downloaded by men.**
The gender mix of new users to Myxer also skews toward women: 59.4% of new users consuming content in April were women, up 2.4 percentage points from 57.0% a year earlier.
Below, other findings from Myxer's Boombox Report, Girl Power, which examines visits to and downloads of Myxer's mobile entertainment content in April 2010.
Blackberry is more popular among female new users: Women were more likely than men to use a Blackberry phone (49% vs. 43%) on the Myxer platform in April—and three times more likely to use a Blackberry than an Apple iPhone (16%).
By contrast, men were more likely than women to use Android devices (23% vs. 18%).
Nevertheless, women are more engaged in downloading mobile content on both the iPhone and Android devices:
- Male Android users downloaded on average of 6.0 pieces of content on the Myxer platform in April, whereas female Android users downloaded 7.6 pieces—21% more content.
- Female iPhone users downloaded 6% more content than male iPhone users during the period (3.0 vs. 2.8 pieces).
Gender Mix by Wireless Carrier
In April, women accounted for over 60% of new users coming to the Myxer platform on T-Mobile, Sprint, Metro PCS, Cricket, Alltel, and US Cellular.
Overall, 62% new T-Mobile users were women, compared with just 52% new Nextel users.
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Android Rattles Smartphone Market
Smartphones operating on Google's Android operating system outsold the iPhone in the first quarter of 2010, according to separate research from the NPD Group.
Android handsets accounted for 28% of smartphone sales during the period, behind RIM (36%), and ahead of Apple's iPhone (21%).
Strong sales of the Droid, Droid Eris, and Blackberry Curve kept Verizon Wireless's smartphone sales on par with AT&T's in the first quarter: Smartphone sales at AT&T accounted for 32% of sales, followed by Verizon Wireless (30%), T-Mobile (17%), and Sprint (15%).
There was an overall drop in the number of mobile phones purchased in the first quarter, but the average selling price for all mobile phones in the first quarter was $88, up 5% from a year earlier. Smartphone unit prices, by comparison, were $151, down 3% from the first quarter of 2009.
* Mobile entertainment downloads consist of ringtones, wallpapers, videos, applications, and games.
**This download breakdown refers to the subset of all Myxer users for whom gender is specified in the Myxer database. Of the 34 million users who have downloaded content from Myxer, 18 million unique users have specified their gender.
About the data: Findings are based on the activity of nearly 500,000 unique registered Myxer visitors who completed a total of 22 million downloads of mobile content across smartphone platforms in April 2010.
The NPD Group compiles and analyzes mobile device sales data based on more than 150,000 completed online consumer research surveys each month. Surveys are based on a nationally balanced and demographically representative sample, and results are projected to represent the entire population of US consumers. Sales figures exclude corporate/enterprise mobile phone sales.
