Mobile advertising must match specific audience requirements as responsiveness to different kinds of advertising changes according to age and gender, according to a study by mobile media publisher MoMac (UK), reports MarketingCharts.

Some findings from the study:

• Some 13 percent of 16-24-year-olds have already responded to or clicked on a mobile ad.
• When it comes to mobile advertising formats, there are clear differences in the preferences of men and women and the different demographic groups.
• On mobile sites, text-based advertising links are the most popular (56 percent); there's a clear female bias of 60 percent, compared with just 47 percent of men.
• Picture or banner-based advertising is the second most popular option, favored by 29 percent overall and just under one in three 25-34-year-olds.
• Video-based advertising has a strong male bias with 22 percent of men compared with just 12 percent of women saying they would be most likely to respond to a video ad.
• Video formats were also more popular with younger mobile users; video was selected by 23 percent of 16-24-year-olds but only 12 percent of those over 55.

MarketingCharts offers more findings on the payment models that content providers will need to consider to appeal to the diverse groups of mobile users in the UK looking for content.