Millennial Media‘s November Scorecard for Mobile Advertising Reach and Targeting (SMART) shows that the U.S. Mobile Web grew 3.16% to 66.9 million users.
Consumers watched movie trailers leading into Thanksgiving Day, looking for information to select a show time and theatre. A 30% increase in interaction rates within the Entertainment–Movie vertical was observed on Thanksgiving Day as compared to previous days in the month.
Consumers seeking Thanksgiving recipes drove a 31% increase in interaction rates within the Consumer Packaged Goods – Food advertising sector on Nov. 24/09.
And individuals and families were apparently ready for a meal out after Thanksgiving, as seen in the interaction rate increase of 51% on Nov. 27/09 for the Restaurant – Fast Food advertising sector.
Apple regained its lead as the top device manufacturer, with the largest month over month increase among the Top 15 Manufacturers. T-Mobile‘s HTC G1 Dream, the first phone with Google’s Android OS, was the only phone to have experienced a month over month increase outside of the iPhone, with a 2.01% share of impressions, a 0.47% increase. The RIM OS experienced a 7% decrease month over month to represent 25% of the U.S. smart phone impression share on Millennial Media’s network, while the leading iPhone OS experienced an 11% increase month over month.