Smartphones users turned to devices to augment their Super Bowl experience this year, according to Millennial Media's "Mobile Bowl" report. Smartphones accounted for 87% of mobile impressions before, during and after the game, with tablets taking up the remaining 13%. "Whether it was pregame, postgame, halftime or during the game itself, consumers were actively engaged with their mobile devices. This meant that brands were able to get the closest they could possibly get to consumers during the big game," said Millennial's Marcus Startzel, North America general manager.
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