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BizReport : Mobile Marketing : March 24, 2010

Millenial Media: Android ad impressions jump

2010 is shaping up to be a good year for Android based phones and the marketers using them to engage consumers. According to new research from Millenial Media ad impressions from Android phones showed a 25% jump in January 2010. Apple's iPhone showed a 39% share of impressions.

by Kristina Knight

millenialmedia.jpgThe the latest ">S.M.A.R.T. (Scorecard for Mobile Advertising Reach and Targeting) report Millenial Media researchers found that the whole of the mobile web increased by almost 5%, with more than 69 million consumers logging on for the month of January. Another sign the mobile web is going strong? Time spent on mobiles showed a strong increase as well, going from 4:57 in January to a session time of 5:14 in February.

Meanwhile smartphones were responsible for just over 60% of mobile ad impressions, a 2% increase month to month.

Researchers also identified calls to action (CTA) which have seem to work best at driving in-store traffic, purchase conversions or other actionable areas. App downloads, with a 31% response rate led the list, not surprisingly since most smartphone users are app-addicted. Other calls to action that worked were to Place a Call, Subscribe Purchase or Store Locator. Place a Call actions showed a 29% response rate.

A recent comScore report also found the mobile marketplace going strong with more than 234 US consumers having a mobile subscription (age 13+). For the smartphone user base RIM's platform leads the way with a 43% share, however Apple's platform showed a strong second place listing with a 25% share of subscribers. Google showed a 7% share, but that is a 4% increase year over year, by far the largest gain in the smartphone sector.

Perhaps of most importance to advertisers, though, is how consumers are using smartphones. The majority are still using phones (non-voice) primarily for texting (63%) but mobile Internet browsing (28.6%) and games (21.7%) are firmly entrenched in the second and third places. Consumers are also downloading apps (19.8%) and accessing social networks/blogs (17.1%) from their mobile devices.

Tags: Android, appvertising, iPhone, mobile marketing, mobile monetization, mobile trends

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