March Madness a Mobile Moment

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Clik here to view.The NCAA basketball tournament experience was a mobile one this year for many consumers, finds Millennial Media [download page] in its latest Scorecard for Mobile Advertising Reach and Targeting (SMART) report. Partnering with the IAB to commission a Harris Interactive survey of more than 2,000 US adults, the report finds that 88% of self-identified passionate fans used their mobile devices for an NCAA tournament-related activity and that 40% specifically purchased an application related to the tournament. Among device owners who followed the tournament, the leading activities were to check scores (48%), read news about teams and players (25%), check brackets (23%), and watch game highlights (20%). (more…)