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The State of The US Mobile Marketing Industry 2009: The View From Madison Avenue and Beyond

Mobile Marketing Association Study

Peter A. Johnson
Vice President, Market Intelligence and Strategy
Mobile Marketing Association

Study Co-Sponsors:
Chief Marketer & Advertising Database Express

MMA Market Intelligence Content Partners
Luth Research

Study Overview

  • The 2009 US Mobile Marketing Industry Survey is part of a broad, on-going effort to map and measure the size and growth of the mobile marketing industry around the world.
  • This survey’s specific objective is to estimate rates of utilization and expenditure on mobile marketing activities by US brands and agencies.
  • The survey was conducted of marketing business decisionmakers from within a cross-section of national advertisers and agencies from May 15 to May 28, 2009, and received 195 qualified respondents.
  • Data reported in the following tables are preliminary estimates only, and are subject to further revision.

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MMA Attitude and Usage Study (NA): 2007

Mobile Marketing Association’s Third Annual Mobile Attitude & Usage Study
Executive Summary

November 19, 2007

Prepared by: Michael Becker, EVP Business Development, iLoop Mobile Inc., Joy Liuzzo, Director of Market Research, InsightExpress and Gene Keenan, VP of Mobile Services, Isobar
It took more than 21 years for color televisions to reach 100 million consumers, more than 90 years for landline service to reach 100 million consumers and less than 17 years for wireless to reach 100 million consumers (CTIA 2007B)


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