The Mobile Marketing Association (MMA) has released the results of its Annual Global Mobile Attitude and Usage Study, conducted with research partner Synovate.
The study’s key findings for the United States include:
—Mobile phone usage is fully integrated into Americans’ day-to-day lives and transcends traditional voice uses.
—Three-quarters report some level of mobile phone usage and roughly half feel mobile phones are highly important to daily life.
—Use of text messaging and mobile web services (80 percent & 20 percent overall) indicates consumers’ willingness to consider their mobile devices as more than traveling telephones.
—Mobile web usage has increased for the third year in a row. One-in-five reports using mobile web services and usage is highest among 18-24 year olds (37 percent report using mobile web to some degree).
—The most common mobile web activities are browsing the Internet, mobile search and visiting weather and news sites.
—Interest in mobile marketing is similar to that noted in 2007; roughly one-quarter overall are interested in the concept and are somewhat/very likely to opt-in to mobile marketing opportunities.
—Mobile couponing presents the best opportunity for mobile marketers. Additionally, consumers express moderate interest in ringtone, wallpaper and game downloads, and receiving information about new products and services.
—African Americans and English-dominant Hispanics represent a strong base of mobile usage. Compared to Caucasians, consumers in these segments report heavier mobile usage for both voice and text messaging functions.
For more information on the study or the MMA, click here.
