INFOGRAPHIC: Millennial Media’s April SMART Report Probes Mobile’s Role in March Madness

Millennial Media’s freshly published April SMART Report has taken an interesting turn.

This month, the new report delves into the mobile activity around NCAA March Madness.

To provide the most insight and in-depth analysis, Millennial Media partnered with the IAB and discovered some fascinating details.

69% of consumers, for example, who watched games on TV were using their mobile phone at the same time.

Other findings include:

  • Among passionate fans of the NCAA Tournament – 88 percent used their mobile devices for March Madness-related activity and 40 percent purchased an app related to the tournament.
  • On the first day of the NCAA Tournament, impressions on sports apps increased 31 percent week-over-week and social media apps increased 42 percent. From 5-7pm ET on the first day, impressions on sports apps increased 158 percent.
  • 16 percent of consumers used their smartphone as their primary device for following the NCAA tournament as compared to the 17 percent that claimed the PC as their primary device.

To check out the fascinating April Millennial Media SMART Report, click here.