Mobile web use and app use is growing. Here's a quick summary of fun facts from the Millennial Media October SMART report :
- The U.S. Mobile Web: Grew to 1.1% to 64.8M users, according to Nielsen.
- Apple
surpassed Android and RIM in the number of monthly downloads. Android
apps out-performed both Apple and RIM in the Game category. RIM topped
the average app time at eight minutes. - Engagement: Average user session time was 4:46 (min:sec) and average page views were 106, down from 109.
- New OS Report: The iPhone
operating system was the top OS on the ad network, followed closely by
RIM. Apple; however, was bumped back into the second spot behind
Samsung, as the top manufacturer on our network. Feature phones
represented 64% of impressions versus smartphones, which accounted for
36% of impressions on our network.
Reach:
The U.S. Mobile Web grew to 64.8M users.
Millennial Media's unique audience reach increased to 51.7M users, an
industry-leading reach of 79.88% of U.S. Mobile internet users.
Special Section - Mobile App Snapshot - provided by Mobclix:
Apple dominated the number of total apps
year-to-date through November 1, for a total of 115,000 combined apps
in the Games, Entertainment, Books and Utility categories, according to
Mobclix. Apple also led Android and RIM with the number of monthly
downloads, with 100M apps per month. Android and RIM followed with 20M
and 300K respectively. Average in-app CTR's varied by app category --
Android out-performed both Apple and RIM in the Game app category. RIM
topped the average app time with eight minutes.
Engagement & Targeting:
Advertisers continued to see value in making their
brand's presence consistently available to their audience, with Traffic
to Site representing 46% of our mobile campaign destinations. The two
largest increases in the Campaign Targeting Mix were the Custom Subnet
and Demographic targeting methods, indicating a potential trend towards
refined targeting as an advertising goal in Q4. A new addition to our
monthly SMART, the Application Download category, represented 29% of
the Campaign Destination Mix in October.
Device & NEW Smartphone OS Highlights:
In October, we introduced a view into the U.S.
Smartphone OS Mix. The iPhone OS was the largest OS in our network
with a 33% share of impressions, followed closely by the number two,
RIM OS, with 31%. These operating systems grant users access to custom
branded applications. According to comScore's U.S. Mobile Advisor
report for September 2009, "The total number of app users in the U.S.
has increased 42% year over year or has grown to 47M users from 33M
users one year ago." iPhone/iPod impressions alone increased in October by 4%, a consecutive monthly increase beginning in July.
The OS Mix contains a representative view of the
device diversity available on Millennial Media's network. Smartphones
accounted for 36% of impressions on our network versus feature phones,
which had 64% of impressions. Our network data is in line with
Nielsen's Q3 2009 report which indicated that smartphones will have
"50% of the market by the middle of 2011."
In the device lineup, Samsung regained its lead as
the top device manufacturer, making up 23.48% of the impression share
in October, moving Apple back to the number two spot with a slight
decrease, representing 21.71% of impression share in October. Get the report.