Trying to find the demographics and behavioral characteristics of iPhone and iPod touch users, mobile advertising platform AdMob, said in its new research that while there are many similarities between users of the two devices, key differences in the demographic makeup of each group exist in areas such as age and household income.

The research found that 5 in 10 consumers on both iPhone and iPod touch devices use the mobile web more frequently than they read printed newspapers. More than 40 per cent reported using the internet on their mobile device more often than using the internet from their computers or listening to the radio.

iPhone users are generally older with 69 per cent of iPod touch users are between 13-24 years of age, while this same age segment represents just 26 per cent of iPhone users.

While 31 per cent of iPhone users are 35-49 years old, only 12 per cent of iPod touch users fall in this age segment, the research found.

In total, 74 per cent of iPhone users are over the age of 25, compared to 31 per cent of iPod touch users and more than 70 per cent of users on both the iPhone and iPod touch are male.

The research conducted by comScore on AdMob's iPhone network of mobile Web sites, Loftlon Worth, vice president, comScore said ''This research highlights how important it is for marketers to understand the mobile landscape and the characteristics of the users of a particular platform or mobile device, putting a little extra effort into the planning process can help a mobile campaign be significantly more successful.''

The research report said that in line with the older demographic composition of iPhone users, they also have higher incomes with 78 per cent of iPhone users having an annual household income of at least $25,000, compared to only 66 per cent of iPod touch users.

iPhone users are more likely to have children than iPod touch users, most likely due to the age difference in the two groups as 46 per cent of iPhone users have children, compared to only 28 per cent of iPod touch users.

In the next six months, iPhone users plan to purchase clothing (57 per cent ), entertainment (47 per cent), and travel (45 per cent), while iPod touch users plan to purchase clothing (61 per cent), entertainment (53 per cent), and cell phones (36 per cent).