Mobile Marketing Association Announces Mobile Search Study Key Findings | MMA
August 7, 2006
Mobile Marketing Association Announces Mobile Search Study Key Findings

Mobile search awareness and usage continue to grow; 50% of cell phone users who have yet to use mobile search expect to try the service in the next few months.

BOULDER, CO, August 7, 2006 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the results of its first-ever mobile search study, which provides deep, actionable insights about mobile search habits and awareness among American consumers. The study identifies the most popular search categories, willingness to receive ads based on searches, acceptance of sponsored links and overall satisfaction with mobile search. The study also provides detailed information about the average number of searches that consumers conduct each month, usage by income level and how consumers learn about mobile search services. The study is available, free of charge, to all current MMA Global members.

The study’s key findings include:

Mobile search is in its early stages of adoption, but there is significant upside potential. Thirty-one percent of respondents used mobile search for the first time in the past month. Current users conducted an average of nine searches in the past month.

Cell phone owners who aren’t aware of mobile search recognize its benefits after they’re introduced to the technology. Half of non-users were interested in trying mobile search over the next few months. Forty-eight percent of non-users expect to start using mobile search at least once per week.

Approximately 41% of all respondents indicate that sponsored links would not have an impact on their use of mobile search.

Current mobile search users represent several attractive market segments for advertisers. Respondents with an annual household income of $50,000-$75,000 conduct an average of almost 16 searches per month, the most of any demographic segment. Consumers age 45-54, college grads and people with children at home all reported using search more than 11 times per month.

Sixty-nine percent of respondents prefer advertisements that are related to local products and services.

The ability to search by voice was the top-rated feature. Thirty-seven percent of current mobile search users would be “a lot more likely” to use mobile search if voice control were added.

“The MMA mobile search study highlights the power of the mobile channel,” said Laura Marriott, executive director of the MMA. “Awareness of mobile search is growing among U.S. consumers, creating powerful new opportunities for brands and agencies. The fact that consumers who are unaware of mobile search immediately grasp its benefits after being introduced indicates that the positive trends in mobile search will continue.”

Marketing Advocates conducted the research, which surveyed 587 U.S. adults who have a cell phone. The mobile search study was commissioned by the MMA Mobile Search Committee and sponsored by MMA members including AOL LLC, denuo (A Publicis Company), iCrossing, InfoSpace, JumpTap, Inc., MSN Mobile, mTLD Top Level Domain, LLC, Openwave Systems Inc., Sprint Nextel, U.S. Cellular Corporation and V-ENABLE. The MMA’s “Introduction to Mobile Search” guide is available at www.mmaglobal.com/uploads/MMAMobileSearchIntro.pdf

“Consumers want anytime, anywhere access to information, and mobile search fills that need perfectly,” said Christine Loredo, co-chair of the MMA Mobile Search Committee and marketing director for AOL. “The fact that cell phone owners who weren’t aware of mobile search immediately recognize its benefits and plan to use it shows that it has a clear, compelling value proposition.”

“Mobile search has wide appeal across all demographics,” said Eric McCabe, co-chair of the MMA Mobile Search Committee and vice president of marketing for JumpTap, Inc. “For brands and agencies looking to reach an upscale audience no matter where they are, mobile search is a perfect fit, with average usage highest among consumers with an annual household income of $50,000-$75,000.”

The MMA currently has more than 300 members from more than 20 countries representing companies and individuals actively engaged in wireless marketing.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association which strives to stimulate the growth of mobile marketing. The MMA is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

FOR MORE INFORMATION:
Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]