MMA/Luth Monthly U.S. Mobile Consumer Briefing: Location Based Services
With the availability of GPS and navigation features on mobile phones, location-based services can create personalized features tailored to a consumer’s location.
 
How often are consumers using location based services, and what are they using them for? What mobile phone capabilities are consumers most interested in gaining from allowing his/her location to be automatically shared?
 
These questions are addressed in the recent SavvyQuest™ omnibus survey sponsored by MMA from March 15 to March 19, 2010.

The Mobile Marketing Association (MMA) and its official research partner, Luth Research (www.luthresearch.com), today released highlights from the latest US Mobile Consumer Briefing, a monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Conducted in the aftermath of the devastating Haitian earthquake in January, the new survey shows that text messaging is now the second most common way that U.S. mobile users donate to charities such as those assisting in Haitian earthquake relief efforts.

The Mobile Marketing Association (MMA) and its research partner, Lightspeed Research (www.lightspeedresearch.com), today announced the release of the latest Consumer Briefing reports into mobile giving in the UK, French and German markets. The studies showed that following the Haiti earthquake, 36% of UK consumers, 23% of Germans and 20% of French donated to the Haitian Earthquake relief efforts. Of all these donors across the three markets, 21.4% had pledged money via text, and 7% by visiting a charitable website from their mobile device.

What is the role of mobile in European consumers’ financial life? How do consumers use mobile banking? What banking services are most relevant via mobile? These questions are addressed in the February UK, France, and Germany Consumer Briefing Reports based on survey research conducted by MMA and Lightspeed Research during January, 2009.

MMA collaborated with its Research Partners, Luth Research, to investigate how US consumers are integrating their mobile usage into their overall media consumption.   Based on an on-line survey of a demographically representative sample of over 1000 US adult consumers, the Luth-MMA study reveals, among other things that use of Mobile devices is now the second-most widely-used media on a weekly basis, trailing only email usage on a PC in terms of popularity.  

The study also reveals which media are being combined with mobile, and the average number of minutes per week that consumers are devoting to their various media alternatives and combinations.   

SavvyQuestTM Insights/MMA Consumer Briefing: Mobile Apps Usage

Leveraging Luth Research’s online panel, SurveySavvy™, this SavvyQuest™ omnibus survey of US adult consumers was run from October 13 to October 16, 2009, with 1150 completes (including 102 non cell phone owners). Respondents who owned a cell phone participated in the full length of the study. They were asked the following questions regarding their cell phone and mobile apps usage:

This report compares the mobile marketing practices of “successful”, “average” and “unsuccessful” users of mobile marketing. Its objective is to identify practices found to a significantly greater extent among successful mobile marketers than among less successful mobile marketing practitioners.

The report is based on MMA’s 2009 US Mobile Marketing Advertiser and Agency Survey. The survey was conducted of marketing decision-makers from a cross-section of national advertisers and agencies contacted with the help of MMA’s Study Co-Sponsors. The research was conducted during May and June 2009, and yielded over 200 completed surveys.

Responses for this report were filtered to include only advertiser or agency respondents who included at least one component of mobile marketing in their marketing during the previous 12 months. Respondents were assigned to performance categories according to the success they reported with their mobile marketing efforts relative to their success with other marketing media.

Read full report

September 2009 US Mobile Consumer Briefing:  Cellphone Ads received and Responded To

Leveraging Luth Research’s online panel, SurveySavvy™, this SavvyQuest™ omnibus survey was run from August 31 to September 4, 2009, with 996 completes. Respondents were screened so that only those who own a cell phone participated in the study. They were asked the following questions regarding their cell phone:

This report contains detailed tables on US mobile phone users' text and web usage, with demographic cross tabulations by gender, age, ethnicity, and income, as well as custom cross tabulations by carrier and handset manufacturer.

Members may download the full study here: mmaglobal.com/files/SavvyQuest Insights - Cell Phone Web and Text Usage.pdf