Millennial Media has published its latest S.M.A.R.T. report for April in which it highlights mobile commerce and retail usage.
According to the report, the total number of consumers who accessed some type of retail content on their mobile device in a given month jumped 74% year-over-year to 13 million total. Interestingly, of that 13 million over 6.5 million accessed retail content on their mobile device one to three times per month, 4.2 million atleast once a week, and 2.2 million consumers accessed some form of retail content on their mobile device almost every day.
mCommerce more than doubled month-over-month, according to the data, representing 20% of the Retail Post-Click Campaign Action Mix in April. ”Sustained In-Market Presence” was the number one campaign goal, representing 41% of the Retail Campaign Goals Mix for the month. Retail advertisers heavily invested in mobile to engage customers and drive continued use of their mobile shopping sites and applications.