Number of People Accessing Retail Content via Mobile Phones Zooms, Reveals SMART Report

June 8, 2011, By Sanjeev Ramachandran

Giving us a detailed glimpse into the status of the mobile retail usage and key trends in the mobile advertising, Millennial Media has released its SMART report for the month of April recently. The report presents statistics prepared from the response from their network of 92 million mobile users in the US.

The report reveals that the number of consumers accessing retail content using their smartphone devices is on rapid rise within a year period from June 2009 to June 2010. The figure jumped 74 % year-on-year to a total of 13 million.

The report also breaks down the trend into specific details that 6.5 million users accessed the content through their mobile phones one to three times per month. As many as 4.2 million users showed more affinity towards this habit by accessing retail content using their mobile phones at least once a week. However, 2.2 million users who took part in the study showed an extreme habit of accessing retail content in some form on their mobile device almost all days.

mCommerce too showed a similar trend by increasing its share in the Retail Post Click Campaign Action Mix. mCommerce represented 20 percent of the Action Mix in April. The related trends are also worth noticing. App downloads have grown themselves to 26 percent month-over-month.

The figure shares 32 percent of the Post-Click Campaign Action Mix in April. Players in varied fields like entertainment, travel and other sectors increasingly made use of this trend by driving more users to download related applications in a bid to reinforce their brand image during April month.

‘Mocial’ media or Mobile Social Media-based activities also showed increasing popularity in the statistics with a 39 percent growth from March.

Though it constituted only 17 percent of the total Post-Click Campaign Action Mix in April, many advertisers in the telecom, entertainment and other retail players have turned towards the social media activities through mobile phones to gather feedback on new product launches and similar market trends.

You can download the full report by registering here.

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