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 sites.
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.
M:Metrics simultaneously announced a more broad launch of its M:Audit mobile advertising tool, which uses on-device survey technology to measure the audience composition of mobile web properties. Some of the findings regarding AdMob:
“Brand advertisers can now reach their target audience on mobile phones using sophisticated demographic targeting,” said Omar Hamoui, CEO, AdMob.
The M:Audit service provides third-party audited composition metrics for mobile domain owners, ad networks and content providers.