Apple devices now yield 36% of Millennial ad impressions

Apple devices represented 36.22 percent of impressions across the Millennial Media mobile advertising network in January, according to the firm's latest U.S. Scorecard for Mobile Advertising Reach and Targeting--the largest percentage share since the S.M.A.R.T. commenced publication in March 2009. Together with handsets running Research In Motion's BlackBerry operating system, iPhone OS-based devices now account for more than 77 percent of total Millennial impressions in the U.S. --smartphones from all manufacturers make up 58 percent of all impressions, a 20 percent month-over-month jump.

Millennial Media presently reaches 54.3 million unique U.S. subscribers in all, translating to 81 percent of the current 67 million American mobile web users reported by Nielsen. The S.M.A.R.T. adds that the average number of monthly page views per user edged up to 127 in January, compared to 125 in December 2009; average user session time slipped to 4:57, down from 5:09 a month earlier. Traffic-to-site represented 45 percent of mobile ad campaign destinations in January, up 6 percent month-over-month--the number of campaigns directing users to a custom landing page accounts for 34 percent, up 14 percent over December, with application downloads representing 16 percent.

For more on the January 2010 S.M.A.R.T.:
- read this release

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