Millennial Media’s S.M.A.R.T. Report

Gail Chiasson, North American Editor

As the largest and fastest growing mobile advertising network in the U.S., Millennial Media regularly provides the most comprehensive view of the key data and insights to ensure mobile is a key part of advertisers’ overall media plan.

According to Nielsen data from November 2009, U.S. Mobile Internet Reach decreased slightly from 66.9 million users to 66.6 million.

Average monthly page views per user increased to 125 in December from 113 in November.

Apple averaged 24% of the network’s impression share in Q4 2009.

And RIM‘s OS held a 27% average in Q4 of U.S. Smartphone impressions.

The mobile Web has grown at an average monthly rate of approximately 2% between February and November 2009. Given this growth trend Millennial Media expects the mobile Web reach to hit or surpass 100M unique users per month in 2010.

These are just a few points from Millenial Media’s December S.M.A.R.T. report. The entire report can be downloaded at

(S.M.A.R.T. stands for Scorecard for Mobile Advertising Reach and Targeting.)

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