Mobile Trends: 50 Mobile Reports and Counting…

Monday, August 22, 2011

50 Mobile Reports and Counting…

Today—we are thrilled to release our 50^th Mobile Intelligence report.

We’ve released a S.M.A.R.T.™ report every month since March 2009—27 consecutive monthly reports, and since then, have expanded to also produce our monthly Mobile Mix reports (16 consecutive months) and special reports like the “State of the Apps Industry Snapshot” and the Mobile Intel Series.

We pride ourselves on delivering insightful mobile research and intelligence, in order to help the entire mobile ecosystem (developers, advertisers, agencies, etc.) navigate this fast-moving industry.

For our 50^th report, it was fitting that it fell in line with how we first started—with S.M.A.R.T.™ This month is actually a Q2 edition of S.M.A.R.T.™, and the report once again chronicles impressive gains in the mobile landscape. We also went back and looked at data from our first report to see how the activity on our network has changed since March ‘09.

Here are a few highlights:

Six verticals experienced triple digit growth or greater year-over-year

Local Market Targeting made up 44% of all targeted audience campaigns in Q2. In the original S.M.A.R.T.™ report, fewer than 2% of campaigns leveraged Local Market targeting.

Since the first S.M.A.R.T.™ report, the only two mobile devices that are still on the list of the top 20 phones are the iPhone and BlackBerry Curve.

60% of the devices on the Millennial network use a touch screen as the input device. In the first S.M.A.R.T.™ report, only 33% of the devices were touch screen. This change was largely driven by the rise of the iPhone, Android and connected devices.

Since the first S.M.A.R.T.™ report, Apple has increased their market share as top manufacturer by almost 20 percentage points (going from 11% to 30%). Samsung was previously the top manufacturer.