It features an interactive tool to create custom charts that will deepen understanding of the mobile consumer and support data driven decisions on mobile strategies.
The global research study, conducted in March and July, was 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 (US, UK, France, Germany, Japan) which incorporated over 1 000 interviews with marketing decision makers. Initial results were presented at the MMA Forum New York in June this year.
"This is one of the most extensive, far reaching standardised surveys on smartphone user behavior ever conducted and the first time that such extensive results have been made available for free," said Nicole Leverich, group product marketing manager, Mobile Ads at Google. "We commissioned this survey and have made the data freely available because we believe the shift to mobile is so fundamental that we need to do everything we can to help businesses adapt immediately."
"This research project in collaboration with Google is the latest example of the MMA's commitment to providing the industry with actionable research insights as part of our five key building blocks to make mobile an indispensable part of the marketing mix," said Paul Berney, MD for EMEA. "Education and measurement are key objectives for us and we see the Our Mobile Planet resource as providing brands, marketers, developers and anyone interested in the mobile marketing ecosystem with an absolutely vital tool."
