Google Launches Free Mobile User Data Resource “Our Mobile Planet”

Google has launched Our Mobile Planet, a free resource on global smartphone usage aimed at helping businesses design better, data-supported mobile strategies. The website provides access to data from the study “Global Mobile Research: The Smartphone User & the Mobile Marketer” which Google conducted in partnership with Ipsos and the Mobile Marketing Association.

The research conducted in March and July this year was crafted to provide insights into mobile user behavior, including search, video, social and email behavior, as well as mobile research and purchase intentions. MMA said that the research is based on two separate surveys. A business-facing survey was conducted in U.S., U.K., France, Germany and Japan interviewing more than 1000 marketing decision makers. The second survey was conducted in 30 different countries and included interviews with thousands of smartphone users.

Nicole Leverich from Google Mobile Ads Marketing Team said that the survey represents “one of the most extensive, far reaching standardized surveys on smartphone user behavior ever conducted.”

“We commissioned this survey and have made the data available for free because we believe the shift to mobile is so fundamental that we need to do everything we can to help businesses adapt immediately,” Leverich wrote in a blog post on Google Mobile Ads Blog.

Our Mobile Planet features an interactive tool which enables you to create custom charts by selecting smartphone data categories that interest you, including consumer adoption of smartphones, behavior, activities, commerce and advertising.

User behavior category includes information such as Internet usage, both on smartphone and desktop, mobile use cases and location of usage that anyone can use to build their charts. Activities section provides data on how smartphone owners use social networks on their device and that data can be compared to social network usage on desktop. Activities also include data on local search, video websites, number of apps that users install and purchase for their smartphone, and more.

Commerce category gives you a deep insight into Mobile Commerce by showing data such as frequency of mobile purchase, payment methods on smartphones, barriers to smartphone purchase, etc. The Advertising category provides insights on mobile ads, such as location of the ads (search engines, in app, retail sites, video sites, video advertising) and different types of actions consumers take after seeing the ad. You can select multiple countries to compare the data.