Research Insights

How do US consumers integrate mobile devices into their overall media consumption? To what extent is the mobile device a complement to consumers’ use of other media platforms? To what extent is the mobile device a substitute for other media, and for which platforms? To help answer these and related questions, The Mobile Marketing Association and Luth Research ran this SavvyQuest™ omnibus survey from December 19 to December 23, 2009. Respondents who owned a cell phone participated in the full length of the study.

In partnership with The Mobile Marketing Association, Luth Research leveraged their online panel, SurveySavvy™, to conduct this SavvyQuest omnibus survey which ran from June 2 to June 5, 2009, with 1002 completes. Respondents were screened so that only those who own a cell phone and who use it to access their email participated in the study. They were asked the following questions regarding their cell phone usage:

• What % of your total emails do you open and read on your mobile phone, including either through the mobile phone email application or a web-based email program such as yahoo, hotmail, aol, etc.
• What % of your total emails do you open and read on your mobile phone through the mobile phone email application?
• What % of your total emails do you open and read on your mobile phone through a web-based email program such as yahoo, hotmail, aol etc.?

In partnership with The Mobile Marketing Association, Luth Research leveraged their online panel, SurveySavvy™, to conduct this SavvyQuest omnibus survey which ran from August 31 to September 4, 2009, with 996 completes. Respondents were screened so that only those who own a cell phone participated in the study. They were asked the following questions regarding their cell phone:

• Brand of current cell phone
• Current cellular service provider
• Number of cell phone ads responded to
• How received cell phone ads responded to
• Cell phone usage to text message to company who placed ad, scanning bar code and/or used GPS
• Number of products/services purchased after receiving ad on cell phone and total amount spent

Luth Research and The Mobile Marketing Association released the June 2010 U.S. Mobile Consumer Briefing, MMA’s monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions.

Available exclusively to MMA members, the new survey found that 60 percent of respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week.