The U.S. unique mobile Web audience reach decreased slightly, by 0.42 percent, from 53.1 million to 52.9 million unique users month over month between November 2009 and December 2009, Nielsen says.
The mobile Web has grown at an average monthly rate of approximately two percent between
February 2009 and November 2009. Given this growth trend Millennial Media anticipates the number of unique users of the mobile Web, in the United States, will reach or surpass 100 million unique users per month in 2010.
Feature phones (devices that do not support application downloads) represent about 62 percent of ad impressions generated by mobile-based users. About 38 percent of impressions were produced using smartphones, Millenial Media says.
About 47 percent of smartphone-based ad impressions were measured on Apple iPhone devices. About a quarter were generated by Research in Motion devices. Devices using the Microsoft operating system produced about nine percent of ad impressions from smartphones in December 2009.
Wi-Fi was the access method in about 23 percent of instances in December, Millenial Media says.
The average mobile Web session lasted five minutes, the firm says.
