USC Marshall School of Business

Annual Survey of mobile users in the U.S., Asia, and Europe

Project Coordinator: Elizabeth Fife, Ph.D., Associate Director Industry Studies, USC CTM fife@marshall.usc.edu

OVERVIEW

The Global Mobile Study (GMS) is a research consortium of academic and government research organizations. Through an annual consumer survey, GMS has tracked use patterns in mobile data services for 7 years. Objectives are to identify major drivers and constraints to mobile market growth through rigorously gathered, user-based data. Survey data is unbiased, transparent, and adheres to agreed-upon protocols.

 Download 2012 Global Mobile Overview
 Download 2011 Global Mobile International Project Proposal
 Download 2010 Global Mobile Project Summary

CONSORTIUM PARTICIPANTS:

Australia, Canada, China, Egypt, Finland, Germany, Greece, Hungary, India, Japan, Korea, Portugal, Singapore, Taiwan, U.S.

OVERALL USE PATTERNS AROUND THE WORLD

Frequency of use for communications, commerce, information and entertainment is generally consistent around the world

SOURCE: USC CTM Global Mobile Survey 2010 Q: How often Do you use the following services: Frequency of Use (very often/always)

PROJECT DELIVERABLES

• Cross-cultural comparisons of mobile data service usage
• Demonstration of business implications and trends for new service development
• Year to year comparables showing usage growth patterns
• Data sets that can be manipulated and broken down to answer specific questions about individual markets
• Comprehensive view of the user experience
• Industry supporters receive customized analysis and can contribute to survey construction

2012 Global Mobile Study Project
Identifying the Mobile User Value Proposition in the US and Globally

• Given use patterns identified by GMS 2011 across mobile devices and locations, where are growth areas?
• What services will be accessed across platforms and contexts?

CONTEXT OF USE

83% of Smartphone users spend over 30 min/day using mobile data services in the home

SOURCE: USC CTM Global Mobile Survey 2011 Q: Please estimate the breakdown of your time using wireless data services in the following situations

 Download 2012 Global Mobile Overview
 Download 2011 Global Mobile International Project Proposal
 Download 2010 Global Mobile Project Summary
 Download Global Mobile Overview
 Download 2008/09 Global Mobile Report
 Download 2007 Global Mobile Report

For more information, contact CTM Research Director Elizabeth Fife at fife@marshall.usc.eDu