Millennial Media today published its monthly S.M.A.R.T report for August, covering an interesting study by comScore regarding the state of mobile retail.
The study focused on why mobile is a must for advertisers in the retail space this holiday season. Interestingly, the study found that nearly 30% of mobile subscribers accessing retail content on their phone could not be reached online or in-store. For advertisers, this means there’s an untapped retail audience that can only be reached via mobile. As such, it’s a perfect opportunity for brands to “double down” with mobile for the 2010 holiday season.
As for the normal mobile Web and advertising stats, Millennial reports the US mobile Web increased by approximately 1.67% over the previous month, growing from 78.7M users to 80M even. As for Millennial itself, its US unique audience reach increased to 72M unique users, showing the company continues to reach more than 8 out of 10 mobile Web users.
In terms of engagement, mobile Web destinations (traffic-to-site and custom landing pages) were the destinations leveraged in nearly 80% of campaigns on Millennial’s network in August, signaling that brands are continuing their commitment to the mobile platform by creating persistent mobile websites and landing pages. For much more detail, stats and graphics, head on over and download the report — located here.
