Millennial Media has released it’s monthly “Scorecard For Mobile Advertising Reach & Targeting” (S.M.A.R.T) for December, 2009- where it pulls data from its massive network that reaches nearly 80% of the entire US mobile internet audience.
In terms of the mobile campaigns ran through Millennial Media in Q4 2009, the holiday shopping season had an obvious impact on users interaction and the types of ads being ran. Average monthly pageviews per user increased to 125 in December from 113 in November, Q4’s average pageviews per user was 115 overall and average ad-requests per page held a quarterly average of 1.03 pages.
iPhone/iPod Touches, who have always had a stronghold in Millennial’s network, saw impressions decrease slightly, by .36% in December, while Q4’s average three-month growth rate for its devices was 15%. Still, Apple remained the number one device maker with a 24.28% share of impressions in December and 24% in Q4 2009.
Touch screens reigned supreme in terms of device mix, with the most significant month-over-month increase, or 1.98% overall, representing 48.8% of impressions on Millennial’s network in December. With touch screens becoming the standard input method for new-age smartphones, Millennial is predicting touch screen-enabled devices to garner well over 50% of ad-impressions by the end of Q1 2010.
In terms of carrier mix, Wi-Fi (carrier independent) was the clear leader, representing 22.56% of network impressions, with Verizon and Sprint taking the number 2 and 3 spots with 18% and 16% respectively. With mobile data getting all the attention, it’s easy to forget that most mobile users are still utilizing Wi-Fi for their mobile connections- proved by the fact that nearly a quarter of all impressions to Millennial’s network came from Wi-Fi connected devices.