Inaugural Study Finds Significant Numbers of Smartphone Users Across Key Markets Browse Mobile Web Multiple Times Daily, With Nearly All Users Expecting to Maintain or Increase Mobile Online Usage in Next 12 Months

MOUNTAIN VIEW, Calif., NEW YORK, LONDON, SINGAPORE and SAO PAULO, June 10, 2011 /PRNewswire/ -- The MMA (Mobile Marketing Association) (www.mmaglobal.com) 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 5 countries (U.S., U.K., France, Germany, Japan) which incorporated over 1000 interviews with marketing decision makers.  

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The initial research results will be 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 IpsosGmbH and TNS Infratest, will be 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."

"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 http://mmaglobal.com/research.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance.  The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix.   The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.  The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

FOR MORE INFORMATION:
For the MMA:
Valerie Christopherson
Global Results Comm. (GRC)
P:+1 949 608 0276
E: mma@globalresultspr.com

SOURCE Mobile Marketing Association

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