Millennial Media’s New Q2 Report

Gail Chiasson, North American Editor

Millennial Media has released information on key global trends regarding mobile users in Q2

Campaign goals

With Smartphone ownership worldwide forecast (by eMarketer) to grow at a compound annual growth rate of 37% into 2016, Millennial Media is keeping close track of the use of the smartphones and other mobile devices in its quarterly S.M.A.R.T. reports.

In its latest report covering Q2, it notes the eMarketer data that shows that, by 2016, Smartphones are expected to be used by nearly one-third of the world’s population.

The Asia-Pacific region will see the largest growth of Smartphone users, due in part to the area’s large populations, with Indonesia and India experiencing the greatest Smartphone user growth into 2016. In the Middle East and Africa, Smartphone users will experience a high rate of growth through the period, but in 2016 will still have the lowest saturation rate of any region.

European nations will see Smartphone user growth rates above those of the United States. With the number of mobile phone users in Europe
already high, conversion to Smartphones and adoption of additional devices will take place into 2016. And the United States will see similar device adoption trends through the forecast period, such as mobile users upgrading and adding devices to their households.

The most frequently targeted audience on mobile devices in Millennial Meia’s platform in Q2 was IT Decision Makers. This was followed by Gadget Geeks and In-Market Auto Intenders.

The report notes that five different verticals experienced triple digit growth year-over-year, led by the automotive industry which grew 372%.
Other points noted in the Q2 report include:

  • 44% of all campaigns on Millennial Media’s platform offered consumers the ability to download an app as a post-click action.
  • The top three advertiser campaign goals were Sustained In-Market Presence, Driving Registrations and Driving Site Traffic. Combined, these three goals made up 80% of all campaigns.
  • In Q2, Business Travelers were a Top Targeted Audience on Millennial Media’s platform, as they are often away from their desktop computer and must consistently use mobile technology to stay connected while on the go.

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