Preference Choice Publication

MMA Announces Mobile Search Study Results

David Murphy

The US arm of the Mobile Marketing Association (MMA) has announced the results of its first-ever mobile search study, which provides actionable insights about mobile search habits and awareness among American consumers. The study identifies the most popular search categories, consumers willingness to receive ads based on searches, their acceptance of sponsored links and overall satisfaction with mobile search. The study also provides detailed information about the average number of searches that consumers conduct each month, usage by income level and how consumers learn about mobile search services. The study is available, free of charge, to all current MMA Global members.
The studys key findings include:


Mobile search is in its early stages of adoption, but there is significant upside potential. Thirty-one percent of respondents used mobile search for the first time in the past month. Current users conducted an average of nine searches in the past month.


Mobile/cell phone owners who arent aware of mobile search recognise its benefits after theyhave been introduced to the technology. Half of non-users were interested in trying mobile search over the next few months. 48% of non-users expect to start using mobile search at least once per week.


Approximately 41% of all respondents indicate that sponsored links would not have an impact on their use of mobile search.


Current mobile search users represent several attractive market segments for advertisers. Respondents with an annual household income of $50,000-$75,000 (26,000 - 39,000) conduct an average of almost 16 searches per month, the most of any demographic segment. Consumers aged 45-54, college graduates and people with children at home all reported using search more than 11 times per month.


69% of respondents prefer advertisements that are related to local products and services.


The ability to search by voice was the top-rated feature. 37% of current mobile search users would be a lot more likely to use mobile search if voice control were added.


The MMA mobile search study highlights the power of the mobile channel, says MMA executive director, Laura Marriott. Awareness of mobile search is growing among US  consumers, creating powerful new opportunities for brands and agencies. The fact that consumers who are unaware of mobile search immediately grasp its benefits after being introduced indicates that the positive trends in mobile search will continue.
The research was conducted by Marketing Advocates, which surveyed 587 US adults who have a mobile/cell phone. The study was commissioned by the MMA Mobile Search Committee and sponsored by MMA members.
Consumers want anytime, anywhere access to information, and mobile search fills that need perfectly, says Christine Loredo, co-chair of the MMA Mobile Search Committee and marketing director for AOL. The fact that cell phone owners who werent aware of mobile search immediately recognise its benefits and plan to use it shows that it has a clear, compelling value proposition.
The MMAs Introduction to Mobile Search guide is available here.