New York – November 24, 2009 – The Mobile Marketing Association (MMA), a global organization leading the way in promoting the development and sustainability of mobile marketing, today announced Scarborough Research as the fourth partner in the MMA Global Research Partners program. The MMA Global Research Partners program features research reports, available exclusively to MMA members. Scarborough Research specializes in measuring the lifestyle and shopping patterns, media behaviors and demographics of American consumers.  Scarborough’s insights complement the other MMA research partners' coverage of mobile users' behaviors, attitudes and preferences in a variety of world regions.

The Scarborough partnership provides the MMA with access to in-depth local and national consumer data, including insights on cell phone usage patterns, wireless expenditures, and mobile couponing. This data will be used by the MMA in select custom reports aimed at furthering their mission of stimulating the growth of mobile marketing.

In a recent analysis, Scarborough Research found that more than 8.6 million households receive their coupons via text message and/or e-mail. The analysis also found that consumers who obtain coupons via text messages tend to be young, affluent, educated and female.

"Scarborough Research is an ideal partner for the MMA Global Research Partners program," said Peter Johnson, vice president of market intelligence and strategy for the MMA. "Scarborough's insights into the consumer behaviors of American mobile users will give MMA members convenient, cost-effective access to market intelligence that's critical for extending the reach and effectiveness of their mobile campaigns."

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe, Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

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FOR MORE INFORMATION:

MMA North America
Valerie Christopherson or Kate Mossbarger
Global Results Communications (GRC)
+1 949 608 0276
[email protected]