Millennial Media Publishes S.M.A.R.T. Report For July With Focus On Mobile Shopping

It’s time again for Millennial Media’s monthly S.M.A.R.T. report for July.  This month’s special section details a survey conducted by InsightExpress that takes a look at mobile shopping behaviors as we approach the holiday shopping season.

First, the basic stats:  the US mobile Web increased by 1.67% from 77.4M to 78.7M users.  Millennial’s reach of the mobile Web continues to grow as well, from 62.9M to 64M unique users month-over-month to represent an 81% total reach.  Other quick highlights show advertisers continued to engage in a deeper mobile experience with consumers during the month of July, with over 13% incorporating rich media elements in their campaigns.

According to the InsightExpress survey, it was found that nearly 20% of Smartphone owners made a special trip to the store after receiving a mobile coupon, proving that mobile isn’t just another customer communications channel,  it’s rapidly evolving into an effective commerce channel as well.  As always, there’s much more information, data and supporting graphics in the report itself, which can be downloaded here.