The Mobile Marketing Association (MMA) and Google will be presenting key findings from a new global research study designed to provide insights into how people are using their mobile devices and the readiness of businesses to engage consumers via mobile.

Two separate surveys informed this study:

  • a consumer-facing survey, which included interviews with thousands of smartphone users in 30 different countries, and
  • a business-facing survey conducted in five countries (U.S., U.K., France, Germany, Japan) which incorporated over 1,000 interviews with marketing decision makers.

The initial research results have been presented at the MMA Forum New York on June 16-17, 2011 in New York City, with additional data and insights being rolled out over the course of the next few months.

The research, conducted on behalf of Google by Ipsos GmbH and TNS Infratest, was presented by Owen Charlebois, Global Manager, Advertising, Marketing and Media Research at Google.

“Our collaboration with Google is the latest example of the MMA’s commitment to providing the industry with actionable research insights,” said Michael Becker, North American Managing Director, MMA.

“As the study shows, smartphones are used extensively by consumers and are a powerful new tool in engaging the marketplace. We look forward to working with Google to help mobile ecosystem members identify opportunities worldwide, leveraging the results of this research,” he added.

“A mobile user study of this scope is unprecedented and offers a truly global view of how smartphones are transforming the lives of individuals,” said Mr. Charlebois. “Further it offers a valuable perspective on how marketers are adapting to the increasingly mobile world.”

The MMA’s other research products include the award-winning International Journal of Mobile Marketing (IJMM), which is peer-reviewed by a 14-member board that includes researchers from topic academic institutions and companies such as SnapTell and Yahoo! For more information about IJMM and the MMA’s other research products, visit

Source: The Mobile Marketing Association (MMA)