Millennial Media S.M.A.R.T Report For April- Social Media 11% Of Campaign Actions

Millennial Media today published its always insightful S.M.A.R.T report for the month of April, 2010, in which it details some interesting data in terms of social media’s growing role in mobile marketing and the continued growth the industry as a whole is experiencing. Starting things off is the general US mobile Internet growth according to …   Read More

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Millennial Media today published its always insightful S.M.A.R.T report for the month of April, 2010, in which it details some interesting data in terms of social media’s growing role in mobile marketing and the continued growth the industry as a whole is experiencing.

Starting things off is the general US mobile Internet growth according to Nielsen, which indicates the mobile Web increased by approximately 2% from 72M to 73.3M in March 2010- representing 5% growth since January.  Millennial’s US unique audience reach grew slightly in March from 59.6M to 60M unique users month-over-month.

An interesting nugget of information provided in this month’s report was the growing trend of social media as seen through Millennial’s expansive network.  In April, social media represented 11% of all campaign actions on its network, continuing a three-month trend since the call-to-action was added to the mix for January’s report.

Also interesting was the segmentation of location data as seen through campaign actions in its network.  Its newest targeting category, “GEO,” is defined by Millennial as a campaign targeting method which includes geographic location, DMA, state, international and other location-derived information.  For April, 16% of Millennial’s campaigns used GEO targeting, which is expected to grow exponentially in the near future.

Head on over and download the full report here.

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1 comment

  1. Giff Gfroerer, i2SMS

    There are approximately 285 million US cell phone subscribers here in the U.S. Of that number, it is estimated that 241 million are unique users. That being said, if we look at the numbers above, 73.3 million now access the mobile web. If we do this as a percentage of subscribers, this comes out to 25.7% accessing the mobile web. Probably a fair to low number. If we do this just on unique users, we come out to 30.4%. Probably just north of fair to a high number. (We must assume that those with more than one phone probably use the mobile web more on both phones than those with just one, say a feature phone.)

    This gives us a fairly good idea that the number of US mobile users accessing the mobile web stands somewhere between 25% and 30%. I am continually confused by the major research firms in the mobile industry who continually predict 50% web penetration by the end of 2011 and current numbers web penetration in the high 30s to 40%. Where do they get their research from? Our research backs this report. It would be great to hear from the other firms on how they arrived at their numbers…

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