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Wednesday, May 16, 2012

New Google and MMA research shows most UK mobile users have smartphones

Google and the Mobile Marketing Association (MMA) have updated ‘Our Mobile Planet’, the mobile consumer data resource they created last October. It provides free access to data and research from 40 countries in collaboration with the IAB and Ipsos MediaCT.

As part of the re-launch, Google commissioned new research that looked at internet use on smartphones. It found that Australia, the UK, Sweden, Norway, Saudi Arabia and the UAE all have more than 50% of their population using smartphones, with an additional seven countries - the USA, New Zealand, Denmark, Ireland, the Netherlands, Spain and Switzerland - having passed 40% smartphone penetration.

Greg Stuart, Global CEO of the MMA, said “Understanding the mobile consumer is absolutely critical for marketers, and ‘Our Mobile Planet’ puts an invaluable resource in their hands. Users can create custom charts that will help them to analyze smartphone consumer behaviour and support data-driven decision making. We’re proud to have played a role in collecting the initial data for the project, and to have taken part in today’s re-launch.”

UK figures show 51% of the population using smartphones, up from 30% a year ago. 59% of were online every day on their device, while 78% never leave home without their handset.

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Author: The Fonecast
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