Over the next year, what types of mobile websites will mobile users visit and what kind of content will they access on their mobile phones? What features would make it more likely for a mobile user to visit a website on their mobile phone? How likely would mobile users visit a mobile site that required a paid subscription?

These questions were addressed in the recent SavvyQuest™ omnibus survey sponsored by MMA conducted August 16 to August 20, 2010. Fully, 92% of all U.S. adult consumers surveyed for this study reported having a cell phone. Respondents who owned a cell phone participated in the full study and were asked the following questions regarding their cell phone and usage of certain mobile phone features:

• Manufacturer of current cell phone
• Current cellular service provider
• 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 which make it more likely to visit a website on a mobile phone
• Likelihood of visiting a site that required a subscription
• Likelihood of receiving text/email alerts from mobile sites of interest