The Mobile Marketing Association (MMA), a global organization leading the way in promoting the development and sustainability of mobile marketing, has announced Scarborough Research as the fourth partner in the MMA Global Research Partner program. Scarborough Research specializes in the lifestyle and shopping patterns, media behaviors and demographics of American consumers, a focus that complements the other MMA research partners' coverage of mobile users' behaviors, attitudes and preferences in a variety of world regions.

The MMA Global Research Partners program features monthly research reports, available exclusively to MMA members. The Scarborough partnership provides the MMA with unlimited complimentary access to consumer data for hundreds of local markets in the United States. The MMA will mine this data to create custom reports, connecting American consumers' mobile behavior to their purchasing patterns at national and local levels.

Scarborough's recent research found that text messages are one of two major emerging ways that U.S. households obtain coupons. The survey also found that consumers who obtain coupons via text messages tend to be young, affluent, educated and female.

"Scarborough Research is an ideal partner for the MMA Global Research Partners program," said Peter Johnson, VP market intelligence and strategy for the MMA.

"Scarborough's insights into the behaviors, attitudes and preferences of American mobile users will give MMA members convenient, cost-effective access to market intelligence that's critical for extending the reach and effectiveness of their mobile campaigns."


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