Millennial Media has published its S.M.A.R.T report for the month of September, detailing stats from Q3 as seen from its unique audience reach of 73.5M users — or roughly 8 out of 10 mobile Web users.
Starting with general stats, Millennial reports the US mobile Web increased by approximately 3% since its last report, growing from 80M in August to over 82M in September. Other quick stats include 12% of advertisers on Millennial’s network used rich media elements in their campaigns during Q3 — up significantly from the start of the year — showing advertisers are broadening their strategy as smartphones and more capable devices continue to proliferate.
With October being Breast Cancer Awareness month, advertisers are focusing on how to reach women. As such, this month’s report details findings from InsightExpress’ Q2 2010 Digital Consumer Portrait, which focused on moms and how they engage with mobile. The findings show 32% of moms own a smartphone in 2010, a surprisingly high number if you ask me, which is up significantly from the 20% reported in 2009 — a 60% increase year-over-year. Thirty-two percent of moms also said they use the mobile Web at least once per week in 2010, compared to just 20% in 2009 — again, a 60% increase.
In terms of the verticals represented on Millennial’s network, several continue to see substantial increases. Six advertising verticals saw triple-digit year-over-year growth, and surprisingly, the verticals that have experienced this tremendous growth were all in the Top 10 AdvertisingVertical Ranking in Q3 2009 as well. For example, entertainment claimed the number one spot in Q3, showing growth of 315% year-over-year. The finance vertical has seen explosive growth as well, posting a whopping 800% growth year-over-year, while retail and restaurants showed an impressive growth rate of 745% as well. In all, nearly all verticals being represented via mobile advertising have grown significantly, with no signs of slowing down any time soon.
As usual, much more information, data points and visual representations are available in the actual report, which can be downloaded here.