Millennial's Android impressions grow 25% in February

Android smartphone impressions across the Millennial Media mobile advertising network grew 25 percent in February, the operating system's largest month-to-month increase to date, according to Millennial's latest U.S. Scorecard for Mobile Advertising Reach and Targeting. Despite Android's growth, Apple remains the number one device manufacturer, generating 39 percent of Millennial impressions last month; in all, smartphones represented approximately 61 percent of impressions, up 2 percent over January, and the firm now reaches 58.1 million unique U.S. subscribers, translating to 83 percent of total mobile web users. Average monthly page views slipped from 126.9 to 118.8, but average session user time jumped from 4:57 in January to 5:14 in February, the longest session time recorded since the June 2009 S.M.A.R.T.

Other Millennial findings last month:

• Application downloads demonstrated a third consecutive month of growth, and now represent 19 percent of the Campaign Destination Mix. Together, traffic to site and application downloads now make up 65 percent of campaign destinations on the Millennial network.
• Application Download and Place Call were the leading campaign calls-to-action, accounting for 31 percent and 29 percent, respectively.
• Audience-specific targeting methods like Custom Subnet, Demographic and Audience represented 39 percent of all campaign targeting methods combined.

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

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