One in Four U.S. Adult Consumers Plans To Access Mobile Websites Daily Next Year (September 2010) | MMA Global

One in Four U.S. Adult Consumers Plans To Access Mobile Websites Daily Next Year (September 2010)

September 9, 2010

Mobile Marketing Association – Luth Research Survey Finds Mobile Advertisers have Highest Interest in Sites with Weather, Search, News and Social Networking

New York, London, UK, Singapore & Sao Paulo: September 9, 2010 - The Mobile Marketing Association (MMA) ( and its official research partner, Luth Research (, today released the July 2010 U.S. Mobile Consumer Briefing, MMA’s monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Available exclusively to MMA members, the new survey shows high interest in mobile Web sites, with 25 percent of respondents saying they plan to access the Web from their mobile device on daily basis in the next year.

Based on Luth Research’s online panel, SurveySavvy™, each MMA U.S. Mobile Consumer Briefing collects answers from a demographically representative sample of more than 1,000 U.S. adult consumers. Conducted in mid-August, the survey asked consumers the following questions about their usage of their mobile phone and some of its features, including:

  • Types of sites most likely to visit using a mobile phone over the next year
  • Types of content most likely to access using a mobile phone over the next year
  • Features that increase their likelihood of visiting a Web site on a mobile phone
  • Likelihood of visiting a site that requires a subscription
  • Likelihood of receiving text or e-mail alerts from mobile sites of interest
  • Their mobile phone’s manufacturer
  • Their cellular service provider

The new survey found that almost half of U.S. adult mobile users expect to access Web sites from their mobile phone over the next year. Males, young adults ages 18-34, Asians, Hispanics and those with incomes of at least $75,000 were the demographic groups more likely to expect to access the mobile Web once a day or more over the next year.

The survey’s other key findings include:

  • Among those who said they would visit sites with their mobile devices, 69 percent expect to visit weather sites. Sixty percent expect to visit mobile search sites, while at least half plan to visit news or social networking sites.
  • Hispanic mobile users are more likely to visit music sites, and Asian users are more likely to visit shopping sites.
  • Mobile users are most interested in entering search terms in search engines to access mobile Web sites. Half are interested or willing to type the URL from memory or access a site through bookmarking. One in five are willing or interested in accessing mobile sites by clicking on an ad seen on another site.
  • Mobile users say they would be much more likely to visit a mobile site if the site is free, loads quickly and is simple to view and navigate.

“The Consumer Briefing shows that for a large and growing number of U.S. adults, the mobile phone is a common way to access Web sites,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “This usage creates enormous opportunities for advertisers. But to reach this audience, mobile Web sites must be user-friendly, well-designed and provide relevant information, the survey found. Site owners and developers also should be aware that search engine strategies are key for reaching this audience.”

“More consumers have become comfortable with using their mobile phone to access Web sites, but there are significant differences in how they find and get to those sites,” said Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research. “Understanding and accommodating those differences is key for developing mobile strategies that hit their intended targets instead of missing the opportunity.”

Available exclusively to MMA members, each MMA Consumer Briefing includes a 2- to 3-page executive summary, all survey questions and up to 50 tables of detailed results. Survey responses are provided both in aggregate and in cross-tabulation by standard audience demographics, such as age, gender and income, as well as wireless carrier and handset manufacturer.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance.  The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix.   The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.  The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM and Asia Pacific (APAC) branches. For more information, please visit

About Luth Research
Founded in 1977, Luth Research is a San Diego-based market research firm that provides clients with forward-thinking market intelligence that moves businesses ahead in a competitive economy. Using its proprietary technology, data collection resources and research methods, including its online panel, SurveySavvyTM, the company helps businesses track emerging trends, measure message effectiveness and understand how consumers think and act. For more information, call (800) 465-5884.


Valerie Christopherson
Global Results Comm. (GRC)
P:+1 949 608 0276
E: [email protected]