The number of consumers who use mobile devices to access content from retailers increased 74 percent to 13 million in the past year, Mobile Marketer reported.

Citing a new report from Millennial Media, Mobile Marketer said that ad network’s Scorecard for Mobile Advertising Reach and Targeting report reveals how important retailers consider mobile publishing as an audience-engagement tool.

Forty-one percent of retail advertisers’ mobile campaign objectives focused on sustained in-market presence and 21 percent on brand awareness, according to Mack McKelvey, senior vice president of marketing at Baltimore-based Millennial Media.

“We saw a strong diversity in the types of retail advertisers utilizing mobile advertising,” she said, noting that computers and electronics retailers, as well as home and garden brands, were among the top 250 active retail campaigns on Millennial Media’s network in April.

Department stores made up 22 percent of those running mobile campaigns that month, the report found. Millennial Media claims its ad network reaches more than 92 million mobile users nationwide and 142 million mobile worldwide.