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.
