Top 13 smartphone-using countries are mostly in EMEA

Rating: MMA gets together with Google to release mobile data

In a new initiative, Google has got together with the Mobile Marketing Association (MMA) to release mobile data which should prove extremely valuable to marketeers. The pair has re-launched ‘Our Mobile Planet’ with help from the IAB and researchers Ipsos MediaCT. The data covers 40 countries in 22 different languages but it has also found which countries have the highest smartphone adoption. The answer is Australia, the UK, Sweden, Norway, Saudi Arabia and the UAE which all have more than 50 per cent of their population on smartphones. Which has led to Paul Berney, md for EMEA with the MMA to claim that the majority of smartphone adopters are in EMEA. The data can be accessed for free from thinkwithgoogle.co.uk/mobileplanet.Significantly, the seven remaining members of the Top 13 adopters are the USA, New Zealand, Denmark, Ireland, the Netherlands, Spain and Switzerland which all have more than 40 per cent smartphone penetration.

GoMobile News was interested to see how low the USA came (and there’s no mention of Canada)  given the regions undue influence on the smartphone sector.

Anyway, talking about this new resource, Greg Stuart, global CEO with the MMA, observed, “Understanding the mobile consumer is absolutely critical for marketers, and ‘Our Mobile Planet’ puts an invaluable resource in their hands.”

He also pointed out that users can create custom charts that will help them to analyse smartphone consumer behaviour and support data-driven decision making.

Paul Berney claimed, “These figures also point to a burgeoning global mobile movement as smartphone adoption grows exponentially worldwide, and send a strong message to marketers that they need to make mobile an indispensable part of their marketing mix.”

Full data downloads and executive summary reports for each country in the 2012 research are available from here.

The full Press rlease can be found here.