Google and MMA Relaunch Our Mobile Planet

Google and the Mobile Marketing Association (MMA) have relaunched their Our Mobile Planet mobile consumer research project.

Originally launched in October of 2011, Our Mobile Planet provides users with free access to the data from the smartphone research conducted across 40 markets worldwide by Google in collaboration with Ipsos MediaCT and the MMA.

For the re-launch, conducted with Ipsos, the IAB and the MMA, Google commissioned Ipsos to conduct new research on smartphone Internet users across 26 countries in Q1 2012. The updated research is available on the new Our Mobile Planet website.

According to the research, the six countries with the highest rate of smartphone adoption, all surpassing 50 per cent, include the UK, Australia, Sweden, Norway, Saudi Arabia and the UAE. An additional seven countries – the US, New Zealand, Denmark, Ireland, the Netherlands, Spain and Switzerland – now have more than 40 per cent smartphone penetration.

“Understanding the mobile consumer is absolutely critical for marketers, and Our Mobile Planet puts an invaluable resource in their hands,” says MMA global CEO, Greg Stuart, “Users can create custom charts that will help them to analyze smartphone consumer behaviour and support data-driven decision making.”