Females continue their dominance on mobile, accounting for 67 percent of downloads across Myxer?s platform in April.

According to the study, for the month of April women represented 4.5 million downloads and males represented 2.2 million downloads. This large disparity in downloads is due to two factors; there are roughly 1.7 times as many females as males downloading content from Myxer on a monthly basis, and each female that visits downloads 17 percent more content than the average male. 

?The findings in this month?s BoomBox report can help marketers and advertisers make better business decisions when fine-tuning their mobile business strategies,? said Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL. ?The more visibility marketers get into the kind of consumer they are trying to reach on their mobile devices, the better they will get at targeting them. 

?Knowing which gender is most active, on which handset(s), and in which age group are all extremely important variables to consider when choosing campaign parameters,? he said. ?Our findings indicate that younger females tend to be the most engaged audience and thus can provide marketers with the highest ROI.?

The Myxer BoomBox study for the month of April was conducted in honor of Mother?s Day. Myxer took a deep dive into how female consumption habits compare to males, broken down by new users, smartphone concentration, content downloads and wireless carriers.

Taking a look at the number of downloads by gender on Android and iPhones, females far surpass males again.

The average female using an Android device downloaded 7.6 pieces of content for the month of April, while the average male visiting Myxer on an Android device only downloaded 6.0 items during that time, or 21 percent less than the average female.

This is a big contrast to iPhone handsets where females only downloaded 6 percent more than males, or 3.0 items compared to 2.8 items respectively.

When considering adoption of new smartphones, Myxer finds that females choose BlackBerry more often (49 percent) than males (43 percent).  

Conversely, males use Android devices more frequently than females, with 23 percent of them choosing the Android platform verses 18 percent of females. 

There are no significant differences in adoption of the other smartphone platforms. 

In terms of wireless carriers, females also held the majority on every network for the month of April. T-Mobile was the most popular among female users (62 percent) while Nextel was the least popular among females (52 percent) and the most evenly split of all the carriers. 

MetroPCS, Sprint, Cricket, Alltell, and US Cellular were the second most popular among females with a 61 percent share, followed by Virgin Mobile (60 percent), Verizon (59 percent), AT&T (58 percent) and Boost Mobile at 54 percent.

?We believe that the female consumer will have a significant impact in shaping the future of the mobile landscape,? Mr. Spiro said. ?They tend to be more active and more engaged than their male counterparts, and with such a large market of female users, we believe they will continue to be a major influence how and where advertisers choose to spend their mobile marketing dollars.?