Reddit Ads Mobile vs Desktop: Which Device Should You Target?
Don't guess: test mobile and desktop in separate ad groups. In our experience, most Reddit use happens on phones, roughly half in the mobile app and about a quarter in mobile browsers, with the last quarter on desktop. But where people browse isn't always where they buy. A PC game, a SaaS tool or an expensive product may sell better on desktop even if most views come from phones. Below: how usage splits, when each device wins, and how to run a Reddit ads mobile vs desktop test.
How do people use Reddit by device?
Most people scroll Reddit on their phones, which makes mobile the cheapest place to get views. Desktop users are fewer, but for some products they're closer to buying. Someone at their computer can install a PC game, sign up for software or compare products in several tabs. Reddit users also use ad blockers a lot on desktop. You aren't charged for people whose blockers hide your ads, but it does shrink how many people you can reach there.
When should you target desktop?
PC games and anything installed on a computer, like Steam games.
B2B software and tools people use at work.
Expensive products people compare before buying.
Sign-up flows or landing pages that work better on a big screen.
When should you target mobile?
Mobile apps, obviously.
Low-priced products people buy on impulse.
Awareness campaigns where views matter more than immediate action.
Products where your checkout works well on a phone.
How do you test device targeting on Reddit?
Create two ad groups with the same targeting and ads: one for mobile, one for desktop.
Give them similar budgets.
Add the device to your UTM campaign or content tag, so your analytics shows results by device.
Run both for at least 2 weeks.
Compare cost per result: wishlists, sign-ups or sales, not clicks.
If one device clearly wins, move most of the budget there, but keep a small test running on the other. Device behavior can change with seasons and new creative.
Does creative need to change by device?
Yes. On a phone, a tall 4:5 image takes up the most space and the headline gets cut sooner. On desktop, 4:3 or 16:9 works well and longer headlines show in full. Check how each ad looks on both before launch. Sizes are in Reddit ad specs.
Reddit ads mobile vs desktop: FAQ
Should Reddit ads target mobile or desktop?
Test both in separate ad groups. Mobile brings the most views; desktop can convert better for PC games, software and expensive products.
Do I pay for Reddit users with ad blockers?
No. You're charged only when your ad is delivered, so people whose ad blockers hide your ads don't cost you anything.
What aspect ratio is best for mobile Reddit ads?
4:5 portrait fills the most screen space on a phone. 4:3 works well on both mobile and desktop.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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