MMA collaborated with its Research Partners, Luth Research, to investigate how US consumers are integrating their mobile usage into their overall media consumption.   Based on an on-line survey of a demographically representative sample of over 1000 US adult consumers, the Luth-MMA study reveals, among other things that use of Mobile devices is now the second-most widely-used media on a weekly basis, trailing only email usage on a PC in terms of popularity.  

The study also reveals which media are being combined with mobile, and the average number of minutes per week that consumers are devoting to their various media alternatives and combinations.