MMA Attitude and Usage Study (NA): 2007 | MMA Global

MMA Attitude and Usage Study (NA): 2007

Mobile Marketing Association’s Third Annual Mobile Attitude & Usage Study
Executive Summary

November 19, 2007

Prepared by: Michael Becker, EVP Business Development, iLoop Mobile Inc., Joy Liuzzo, Director of Market Research, InsightExpress and Gene Keenan, VP of Mobile Services, Isobar
It took more than 21 years for color televisions to reach 100 million consumers, more than 90 years for landline service to reach 100 million consumers and less than 17 years for wireless to reach 100 million consumers (CTIA 2007B)


The practice of mobile marketing—permission based interactive marketing through the mobile channel—has garnered significant attention as of late. With the introduction of new phones, mobile networks, technology, and marketing practices and increased consumer adoption and use of mobile phones the burgeoning mobile marketing industry is maturing at a rapid rate. According to the CTIA there are nearly 250 million wireless subscriptions in the United States (CTIA 2007A) and nearly 85% of households are mobile (Forrester 2006). However, while the adoption of mobile phone use grows, still very little is known about how consumers are using their phone. Given the nascent and unique nature of the mobile channel, the recent acceptance of the mobile phone within the mass market and the myriad methods of mobile marketing available there is much to learn. To this end, the Mobile Marketing Association conducts an annual consumer attitude and usage study, in order to identify key market trends, mobile subscriber usage patterns and success metrics for mobile marketing in the United States.
 

This year’s study, the third year, provides a three year comparison of United States consumers reported adoption and use of mobile phones and their increasing dependence and reliance on them. It breaks down mobile phone usage patterns by carrier, reports on the most prevalently used mobile phone features and time spent with these features, as well as details the usage of features most pertinent to mass and niche market mobile marking practices: voice, text messaging, mobile data, camera, Bluetooth, etc. The following provides a brief summary of the methodology of the MMA research and results of the research.

 

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