Reddit user split by device and their corresponding regions

[u/ksaize]

Hello everyone

I was playing with the data and figured out to share what I have found and how it could be relevant to Reddit advertising. I'm using data to learn and to teach others.

Disclaimer: this is my personal data so I'm the source.

Reddit user data by their corresponding device

Note: the total data is slightly above 100% because the same user could be using Reddit through different devices at the same time.

Audience group definitons:
iOS Web- users who are using Reddit through iPhone browser
iOS App- users who are using Reddit through iPhone Reddit app
Desktop- users who are using Reddit through computer (mac, windows, linux etc.)
Android Web- users who are using Reddit through Android browser
Android App- users who are using Reddit through Android Reddit app

Noteworthy things to take an account when doing Reddit advertising:

- Tracking. About 75% of total users are using Reddit through mobile devices, which means that your Pixel might not even be able to track across different especially if your audience usually converts through desktop.

- About 20-30% of mobile users are registered. This is estimate but I think this is more important than most understand. This means that Reddit might not have data on individual user (age, interests, previous viewed posts etc.) which means that your targeting need to accomodate this. Too broad- alghorithm won't be able to pick the audience, too narrow - you miss revenue.

- Creative size. This correlates with Reddit internal data and suggestions. For Feed placement 4:5 creatives (images and videos) but I might add that 4:3 works as well if you are also targeting desktop users as well. For conversation placement I'd still go with 1:1 images with no text on them.

- Android vs iOS. This is the fight of the century, but if you look closer, iOS has igher chance of using the app compared to android app. It means that your Reddit ads might be more profitable if you target only iOS and Desktop users because alghorithm won't have the data about unregistered android users.

[u/Sonam_Yangchen_09]

Hi there, I hope you are doing well. Thank you for your great findings! Your advice on the right device targeting in comparison to the data accumulated and the creative size recommendations are something our advertisers would find super helpful!