The MMA Teams with Google on Major Global Research Study

A significant partnership in the world of mobile has been forged for the sake of research.

The Mobile Marketing Association (MMA) and Internet search giant Google are going to present key findings from a new global research study that, according to a press release from the MMA, is “designed to provide insights into how people are using 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 5 countries (U.S., U.K., France, Germany, Japan) which incorporated over 1000 interviews with marketing decision makers.

Adding further hype to next Thursday’s kick-off to MMA Forum New York, the initial research results will be presented at the conference, which spans June 16-17th.

The MMA, however, says the full slate of research and findings won’t be rolled out next week. The process of unveiling the full scope of data and insights will extend across the next few months.

“Our collaboration with Google is the latest example of the MMA’s commitment to providing the industry with actionable research insights,” said Michael Becker, North American Managing Director at MMA. “As the study shows, smartphones are used extensively by consumers and are a powerful new tool in engaging the marketplace. We look forward to working with Google to help mobile ecosystem members identify opportunities worldwide leveraging the results of this research.”

“A mobile user study of this scope is unprecedented and offers a truly global view of how smartphones are transforming the lives of individuals,” adds Owen Charlebois, Global Manager, Advertising, Marketing and Media Research at Google. “Further it offers a valuable perspective on how marketers are adapting to the increasingly mobile world.”