Millennial Media Releases February S.M.A.R.T Report, With Focus On Mobile Fundraising & Demographics

Millennial Media Releases February S.M.A.R.T Report, With Focus On Mobile Fundraising And DemographicsIt’s that time of the month again, Millennial Media has released its Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T) for February 2010, outlining growth in the mobile Web with an emphasis on mobile fundraising and its audience’s demographics.

First, some context; Nielsen reports the US mobile Web grew by 4 percent in January, from 67M to 69.6M users, while Millennial Media’s US unique audience reach increased by 6.88 percent in January, from 54.3M to 58.1M unique users month over month, representing an 83 percent reach of the mobile Web.  Nielsen’s top 25 sites include 11 from Millennial Media’s network.

In terms of mobile calls-to-action, Millennial reports “Application Download” and “Place Call” represented the top two in February, with 31 percent and 29 percent of total calls-to-action respectively.  In addition, the network has identified “Subscribe Purchase,” “M-Commerce” and “Store Locator” as campaign actions that offer the most mobile-specific benefit to advertisers, such as location-based advertising (LBA) to drive consumers to local stores.  Interestingly, “Site Search” and “Social Media” came in last in terms of call-to-action use.

Smartphones continue to grow in usage, with a 2 percent growth in US impression share in February to 61 percent of total impressions on Millennial’s network.  Feature phones, however, continue to decline, with a 2 percent drop to 39 percent of total network impressions.

Apple’s OS continues to dominate in the US smartphone OS mix, representing 72 percent of total impressions, while RIM comes in at a distant second with 13 percent.  Android remains small at just 3 percent, however Android impressions experienced the largest month over month increase, with a 25.3 percent change.

This month’s special section focused on mobile fundraising and philanthropy, featuring a joint study by Convio, Edge Research and Sea Change Strategies, who analyzed findings of a national survey of US charitable donors that was conducted the week after the earthquake in Haiti occurred.  The study proves the power of mobile technology across all age demographics in a brand new mobile advertising vertical known as “Mobile Cause Marketing.”