According to mobile app marketing and retargeting company Liftoff, which analysed CPA and conversion rates across 22.5m installs and 550m post-install events, women (using shopping apps) were 32% more likely to purchase: they showed a much higher install-to-first-purchase rate and significantly lower cost-per-purchase, at $144.50 for women versus $190.70 for men.

The analysis covered six app categories: dating, finance, shopping, social, travel and utility.

Women also outperformed men in social apps, with 36% more women sharing content. This resulted in a lower cost-per-first-time-share of $7.74 for woman, compared with $10.52 for men.

However in financial apps, cost-per-install for men was 15.25% lower than for women; and cost-per-registration was 16.3% lower than that for women.

The full report can be accessed here.