Android Impressions Grew 25%

Highlights from February's S.M.A.R.T.:

• The U.S. Mobile Web:

1.       The mobile web increased by approximately 4%, to 69.6M users in January, according to Nielsen (Nielsen's reach reporting is one month behind S.M.A.R.T.^TM data).

• Special Section - Mobile Cause Marketing:

1.       We featured a third-party study focusing on the growth of mobile fundraising and its audience's demographics. The study conducted by Convio, Edge Research and Sea Change Strategies analyzed findings from a national survey of US charitable donors that was conducted the week after the earthquake in Haiti occurred.

2.       Millennial Media participated in the charitable global relief effort for those impacted by the earthquake in Haiti - top weather and social media publishers donated tens of millions of impressions for a month to promote the Red Cross, Yele and the MTV Hope for Haiti telethon.

3.       According to the research, "Prior to January 12, 2010 little more than $1M had been raised via mobile text...close to $50M has now been raised though this channel" in the aftermath of the earthquake in Haiti."

• Engagement & Targeting:

1.       Mobile behavior trends saw an uptick: January's average user session time of 4:57 (min:sec), increased to 5:14 (min:sec) in February, the longest session time we have seen since our June '09 S.M.A.R.T.^TM.

2.       Advertisers continued to heavily leverage mobile-specific campaign actions such as Application Download, Place Call, Subscribe Purchase, M-Commerce, and Store Locator.  Application Download and Place Call represented the top two in February with 31% and 29% of calls to action respectively. 

3.       Together, Traffic to Site and Application Download represented 65% of all campaign destinations on our network, further validation that advertisers continue to develop a persistent mobile presence

• Devices:

1.       Two new Quick Stats were added to our February S.M.A.R.T.^TM - RIM and Android network impressions. Android impressions increased 25.3%; the largest month over month increase the OS has had on our network.

2.       Apple increased once again and remained the number one device manufacturer with approximately 39% share of impressions.

3.       Following Apple's impression share lead, the Touch Screen category increased 17% month over month within the Device Input Method mix and led with a 54% share of impressions.

4.       Wi-Fi also retained the largest impression share of the U.S. Carrier Mix in February and held 26% share of impressions. 

The link to the February SMART is www.millennialmedia.com/research.