Millennial Media has published its latest S.M.A.R.T. report for April in which it highlights mobile commerce and retail usage.
Before jumping into the stats, Millennial now indicates that it reaches over 92 million mobile users in the U.S. and 142 million users globally. For this month, Millennial has introduced a new “Mobile Intel” series designed to “help brands navigate the immediate and very real opportunities in mobile advertising.” To start things off, the company is detailing findings related to mobile retail usage.
According to the report, the total number of consumers who accessed some type of retail content on their mobile device in a given month jumped 74% year-over-year to 13 million total. Interestingly, of that 13 million over 6.5 million accessed retail content on their mobile device one to three times per month, 4.2 million atleast once a week, and 2.2 million consumers accessed some form of retail content on their mobile device almost every day.
mCommerce more than doubled month-over-month, according to the data, representing 20% of the Retail Post-Click Campaign Action Mix in April. “Sustained In-Market Presence” was the number one campaign goal, representing 41% of the Retail Campaign Goals Mix for the month. Retail advertisers heavily invested in mobile to engage customers and drive continued use of their mobile shopping sites and applications.
Here’s some other quick findings from this month’s report:
- The Top 3 Campaign Goals in April were LeadGen/Registrations, Sustained In-Market Presence, and Product Launch/Release, together representing 76% of the Advertiser Campaign Goals Mix.
- Application Download grew 26% month-over-month and represented 32% of the Post-Click Campaign Action Mix in April. Entertainment, Travel and Retail brands heavily drove mobile users to Application Downloads in April to reinforce their brands and encourage repeat usage of their mobile properties.
- Mobile social media experienced growth of 39% month-over-month, with 17% of the Post-Click Campaign Action Mix in April. Telecom, Entertainment, and Retail advertisers utilized “Mocial” as a post-click campaign action to acquire social media followers and gather feedback on new movie releases and new product launches.
