The Mobile Marketing Association (MMA) has released the findings of its Annual Mobile Attitude and Usage Study, conducted with research partner Synovate. With the objective of helping brands and advertisers understand the habits of mobile users, the study provides insights into overall consumer mobile usage by demographic group, as well as awareness data for the US, Europe, Asia Pacific and Latin America markets. The studys key global findings include:

    Overall interest in mobile marketing varies by geography. The US and Western Europe report comparable interest levels in mobile marketing; similar interest levels are also noted among mobile phone users in Asia Pacific and Latin American markets.

    One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing.

    Interest levels are higher in Asia Pacific and Latin American markets, where roughly one-half and two-thirds of mobile users respectively, express strong or moderate interest.

    In all regions, text-to-win and interactive voting campaigns are the most common initiatives in which mobile users have participated. 

    Echoing receptivity to mobile marketing overall, Asia Pacific and Latin American markets report greater participation in mobile marketing efforts; roughly one in five mobile users in these regions report have participated in mobile marketing efforts in the past year.

    Across all countries and regions surveyed, heavy penetration and reliance on mobile phones, combined with strong usage of features, text and mobile web, indicate a willingness to accept mobile phones as devices that reach beyond traditional communications. 

    More than half of mobile consumers, regardless of market, report that their mobile phone is highly important to their daily life.

    Mobile feature usage of non-voice applications such as text, mobile web, camera and picture messaging, is strong in all markets.

The Annual Mobile Attitude and Usage Study is one of the most powerful tools available in our industry and we are pleased to expand the number of countries profiled in this years study, says MMA President, Laura Marriott. Consumers are becoming more adept at using their mobile devices, opening the door to help them to explore and discover mobile marketing campaigns.
The global study covers Argentina, Australia, Brazil, China, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Singapore, South Korea, Spain, the UK and the US. The study is available from Monday, 17 November, free of charge, to all current MMA Global and Regional members, and at a discount for MMA Local Council members. The market studies will also be available, for sale, after 1 December.