Google Launches Mobile Research Resource

Google has announced a new website that presents the data from its Market Research division. 

Speaking at the MMA Forum in London, Googles Jonny Protheroe says the launch of allows visitors to create their own graphs and charts based on a wide range of variables charted by Googles researchers. 

He says the website: “features an interactive tool so that you can see and interact with the data from our surveys.”

The website presents the full set of date from the Global Mobile Research: The Smartphone User & The Mobile Marketer initiative conducted on behalf of Google by Ipsos GmbH in collaboration with the Mobile Marketing Association (MMA).

The global research study, conducted in March and July, was designed to provide insights into how people use their mobile devices and the readiness of businesses to engage consumers via mobile. 

Two separate surveys informed this study: a consumer-facing survey, which included interviews with thousands of smartphone users in 30 different countries, and a business-facing survey conducted in five countries (US, UK, France, Germany, Japan) which incorporated over 1,000 interviews with marketing decision makers.  Initial results were presented at the MMA Forum New York in June.

“This is one of the most extensive, far reaching standardised surveys on smartphone user behavior ever conducted and the first time that such extensive results have been made available for free,” says Nicole Leverich, group product marketing manager, mobile ads at Google. “We commissioned this survey and have made the data freely available because we believe the shift to mobile is so fundamental that we need to do everything we can to help businesses adapt immediately. Data, standardised and readily available for business decision-making, is what Google excels at and where we think we can help.”

“This research project in collaboration with Google is the latest example of the MMAs commitment to providing the industry with actionable research insights as part of our five key building blocks to make mobile an indispensable part of the marketing mix,” says Paul Berney, MMA CMO and MD for EMEA. “Education and measurement are key objectives for us and we see the Our Mobile Planet resource as providing brands, marketers, developers and anyone interested in the mobile marketing ecosystem with an absolutely vital tool.”