Google on Thursday launched a new mobile consumer data resource, Our Mobile Planet at Mobile Marketing Association (MMA)’s flagship EMEA event in London.

The web site provides users with free access to the full set of data from the “Global Mobile Research: The Smartphone User & The Mobile Marketer” initiative conducted on behalf of Google by Ipsos GmbH in collaboration with the MMA.

It features an interactive tool to create custom charts that will deepen understanding of the mobile consumer and support data driven decisions on mobile strategies.

The global research study, conducted in March and July, was 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.  

“This is one of the most extensive, far reaching standardized surveys on smartphone user behavior ever conducted and the first time that such extensive results have been made available for free,” said Nicole Leverich, Group Product Marketing Manager, Mobile Ads at Google.

“This research project in collaboration with Google is the latest example of the MMA’s commitment to providing the industry with actionable research insights as part of our five key building blocks to make mobile an indispensable part of the marketing mix,” said Paul Berney, MMA CMO and Managing Director for EMEA.