Millennial Media Report Focuses On Mobile Advertising And Retail

Gail Chiasson, North American Editor

Millennial Media’s latest report takes a deep dive on mobile advertising and the retail industry.

retailcategorytimespentplatformThis is part of Millennial Media’s Mobile Intel series, and is one of the most in-depth reports it has ever put out.

The report contains info on everything from what campaign goals retail advertisers have, to the most popular in-store activities consumers are undertaking on their mobile phones.

Here are some of the highlights:

  • The amount of time spent in retail content on smartphones has grown % since 2010, and combined, more time is now spent on smartphones and tablets than desktop computers;
  • In the U.S., male smartphone owners are 5% more likely to access mobile retail content than female smartphone owners. In the EU-5, males are 16% more likely;
  • The most popular in-store mobile activities for men were comparing product prices, scanning barcodes and researching product features, while the most popular for women were sending pictures of products to family/friends and finding coupons;
  • 47% of tablet owners access retail content, and over 50% of this audience has a household income greater than $75,000 a year;
  • Retail advertisers spend an average of three times more in Q4 than the rest of the year.
  • National Retailers were the top spending Retail sub-vertical on the Millennial Media platform in Q1 and made up 34% of total spend. Computers & Electronics and Clothing & Luxury Fashion were the next highest spending sub-verticals;
  • Increasing store traffic was the top campaign goal for retail advertisers and was the primary goal in 37% of retail campaigns. The second leading goal was driving site/mobile traffic, which was the top goal for 34% of retail campaigns;
  • 41% of retail campaigns included a store-locator, and 41% also gave consumers an option to directly purchase an item through mCommerce. These two actions were tied directly to the goals of driving store traffic and site activity;
  • In 2012, over 40% of consumers used their smartphones to find mobile coupons and over 20% percent of smartphone/tablet shoppers purchased discount deals or coupons on their mobile devices;
  • The top five audiences targeted by Retail Advertisers in Q1 were Avid Shoppers, Gadget Geeks, Parents, Household Shoppers and Health Conscious consumers.

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