Mobile Segment is Key for 2010 Holiday Season
Among the highlights of Millennial Media’s S.M.A.R.T. Report for August is the finding that more than a quarter of mobile subscribers accessing retail content on their phones cannot be reached online or offline, which points to the importance for advertisers to reach this new audience through mobile.
According to Millennial Media, 13 percent of advertisers used rich media creative in their mobile campaigns. Also, 1.03 ads were requested per page view in August, while the average monthly page views per user was 122. The average session lasted 4:46 (min:sec).
The joint study by Millennial Media and comScore found that 27 percent of mobile subscribers shopped via their mobile devices only, while 73 percent shopped offline, online and on through the mobile channel.
“To reach this untapped market, it is imperative that brands double down with mobile for the 2010 holiday season,” the report notes.
The mobile retail user tends to be a bit more wealthy than the average mobile user, with more mobile retail users making $50K+, and more mobile non-retail users making less than $50K, which should be seen as a wink at luxury retail brands.
Meanwhile, 31 percent of mobile retail users report making purchases of electronics items through mobile commerce, followed by 29 percent who purchased clothing/accessories, 26 percent who bought food, 21 percent who purchased entertainment tickets, 21 percent who bought airplane tickets and 21 percent who purchased non-digital books.
Hotel stays (19 percent), flowers (19 percent), tools/auto industrial (17 percent), sports/fitness (15 percent) and car rentals (14 percent) also saw strong m-commerce action in August.
Mobile Web destinations (Traffic to Site, and Custom Landing Page) accounted for 78 percent of the campaign destination mix, the third consecutive month of such a strong majority, “signaling that brands are continuing their commitment to the mobile platform by creating persistent mobile websites and landing pages.”
Expand Rich Media rose to account for 22 percent of the campaign destination mix, which “can be attributed to new advertisers, including insurance and CPG brands leveraging the high engagement Rich Media element in their campaigns to promote Apps and video content.”
Millennial Media also noted that retail promotion as a post-click campaign destination saw a month-over-month increase of 3 percentage points to 20 percent, with travel brands (especially in the hotel sub-vertical) engaging customers with special offers for mobile users searching for end-of-summer getaway options. CPG brands also used this as a way to boost its back-to-school season activity.
Place Call was the most popular call-to-action tactic, with 28 percent of campaigns utilizing it.
Targeted-audience reach accounted for 43 percent of campaigns, with 41 percent of these being geographically targeted efforts and 37 percent being demographically targeted.
Source:
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-August-2010.pdf
