Read this month's Media Metrics Highlights below. Visit the Media Metrics blog to see our other top picks for this month!
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Media Metrics

Check Out Our Top Metrics for Mobile Among Millennials, Programmatic Advertising, Social Media, and More

Millennials Are the Largest Group of Smartphone Owners, and Adoption Is Still Growing

According to a Nielsen report, millennials are the largest group of mobile device owners: 85% of people 18 to 24 years old own a smartphone, as do 86% of those 25 to 34 years old.

It also states that 52% of U.S. smartphones run Android and 42.7% run Apple iOS, while other operating systems, including Windows Phone and Blackberry, account for the remainder.

Study: Advertisers Don't Get Programmatic

A Forrester survey of client-side marketers revealed that just 23% of respondents understand programmatic advertising and have used it.

The top reasons for considering or expanding programmatic advertising are cost efficiencies (39%), greater control (32%), and full ownership of marketing data (25%).

Social Networking Has Officially Gone Mainstream

While millennials are still ahead of earlier generations when it comes to social network use, more than 50% of people over 65 use social media sites, a BI Intelligence study found.

The majority of Facebook, Twitter, LinkedIn, Pinterest and Google+ users are now in their late 20s and early 30s vs. teens to mid-20s.
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