Women are responding to the tablet as an ad, research platform

06/7/2013 | eMarketer

Women respond to tablet ads more frequently than men, according to a Mojiva study. The gap is widest in the beauty category, where 37% of women and only 14% of men respond, but the food/restaurant category garnered the highest response overall, with 52% of women and 43% of men responding. That category was also the second-most researched on tablets, per the Online Publishers Association, though media and entertainment led in percentage of purchases made via tablet.

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