Benchmark Studies | Mobile Marketing Association

Now in its fifth annual edition, the 2017 Yearbook is packed with cutting edge insights and case studies of the new wave of tech impacts in mobile marketing. With over 20 chapters by leading players in Asia’s mobile and media ecosystems, this Yearbook is free for download. It also has profiles of the MMA leadership and membership, winners of the prestigious SMARTIES awards in five groups, and comprehensive data sets. From AI and VR to streaming and blockchain, this Yearbook will point you towards best practices and leadership imperatives.

Release Date: 
June, 2018

Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers the state of mobile in Vietnam in 2017 – 2018 and what we will see in the future that will further develop in this mobile first economy.

Release Date: 
April, 2018
Release Date: 
November, 2017
File Size: 
618 KB

The Smartphone Usage and Behaviour report from Kantar IMRB & MMA (Apr-Jun 2017) shows that time-spent on smartphones jumped 6% over the previous quarter. Strong demand for messaging services, social media platforms, and entertainment apps helped to drive the expansion of mobile internet usage. Data usage goes up even after free mobile-data offers are discontinued showing data usage is habit forming.

Release Date: 
November, 2017
Members Only
Release Date: 
October, 2017
Members Only
Release Date: 
October, 2017
Members Only
Release Date: 
October, 2017
MMA Asia-Pacific Yearbook 2016

The 2016 Yearbook is packed with all the fresh perspectives and actionable insights that you have come to expect from MMA over the years. Now in its the fourth annual edition, the Yearbook has 17 articles from media and marketing experts, country developments from across the region, profiles of the MMA leadership and membership, and comprehensive data sets. From media ecosystems and behaviourial economics to best practices and leadership directions, this Yearbook has it all. The Yearbook is available for free download.

Release Date: 
April, 2017
Release Date: 
March, 2017
File Size: 
283 KB
Release Date: 
March, 2017
File Size: 
88 KB
Feature phone Infographic

Today over 85% of the urban Indian population owns a mobile phone, While smartphones get most of the attention, 56% of this user base actually users feature phones. There are many ‘myths’ associated with & feature phone consumers. The most common among these being

Release Date: 
December, 2016
Smartphone Infographic

Mobile has had an outsize influence on the way consumers interact with each other and with brands, make decisions, transact and shop. This has significantly impacted the way companies and brands connect with their consumers and do business, and marketers need to keep a continuous pulse on the way consumers interact with and use their mobile phones. The Smartphone Usage and Behaviour report provides an unbiased and insightful view on the evolution of mobile usage In India.

Release Date: 
December, 2016
Release Date: 
April, 2017
File Size: 
406 KB

This study, based on surveys and interviews with more than 400 brand leaders and senior agency executives, reveals that marketers are advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Release Date: 
November, 2016

Mobile Marketing Association (MMA) announces the first ‘Mobile Ecosystem and ad-Sizing Report’ that deciphers state of mobile in India in year 2015 – 2016 and what will we see in the future that will further explode this mobile first economy. Accompanied by in-depth analysis this report elaborates India’s mobile reach, smartphone penetration, rural & urban usage pattern and mobile advertising spends. It is a collaborative effort by the marketing and mobile industry, championed by the research team at GroupM India.

Release Date: 
October, 2016
File Size: 
2.7 MB
SMoX Report: Making Marketing Work Harder with Mobile
Members Only

 

There is no doubt that mobile presents the greatest transformation in consumer behavior that we will experience in our lifetimes. But what is its impact on business outcomes?

The Mobile Marketing Association (MMA) initiated an industry wide, never-before-executed, research program (SMoX) to address these critical questions and help marketers fully leverage mobile to both innovate and drive business growth.

Release Date: 
January, 2016
The State Of Mobile Advertising in LATAM - Q2/2015

Latam Report developed by Opera Mediaworks: "The State of Mobile Advertising"

Release Date: 
October, 2015