Overview
- Proton, which published its analysis Tuesday, estimates the average U.S. Google user is worth about $1,605 a year to advertisers.
- Modeled values span a 577x gap, from $31.05 for an 18–24-year-old Android-using father in Fort Smith, AR, to $17,929.30 for a desktop user aged 35–44 in Bozeman, MT, making high-value corporate searches.
- Device choice drives big swings in price, with the same person worth about 4.9x more on a desktop and 2.7x more on an iPhone than on Android because buyers treat devices as signals of income and purchase intent.
- Value peaks at ages 35–44 and falls with age, and non-parents average about 17% higher as profiles flagged as parents get shifted from high-paying finance ads to lower-priced family categories.
- Proton highlights local competition as a key driver, citing hot markets like Bozeman, MT, and Edmond, OK, and it pegs 10‑year ad value at roughly $16,050 for the average user.