Google has today launched a new mobile consumer data resource, Our Global Planet, at the Mobile Marketing Association (MMA) Forum in London.
The Our Mobile Planet web site provides users with free access to the full set of data from the “Global Mobile Research: The Smartphone User & The Mobile Marketer” initiative conducted on behalf of Google by Ipsos GmbHin collaboration with the MMA.
The study, conducted in March and July, was designed to provide insights into how people are using their mobile devices and the readiness of businesses to engage consumers via mobile. It included both a business-facing survey carried out in five countries (US, UK, France, Germany, Japan) and a consumer-facing survey carried out in 20 countries.
Nicole Leverich, group product marketing manager of mobile ads at Google, said: “This is one of the most extensive, far reaching standardized surveys on smartphone user behavior ever conducted and the first time that such extensive results have been made available for free.
“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, standardized and readily available for business’ decision-making, is what Google excels at and where we think we can help.”
Paul Berney, MMA CMO and managing director for EMEA, said: “This research project in collaboration with Google is the latest example of the MMA’s 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.”