Ever wondered how many internet-using young men in Denmark watch TV while using their smartphone? No? Oh. Well, anyway, now you can find out, thanks to a new survey and analysis service from Google.
The data comes from Ipsos, and was gathered using online polls and personal interviews, but it’s the presentation and quantity of information that catches the eye. The interface allows one to specify the mobile usage of interest, the countries to be included, and then filter by specific demographic before being presented with a usable chart.
Google teamed up with the Mobile Marketing Association to put together the resource. Both have an obvious interest in encouraging mobile advertising, and in helping advertisers to easily gather local demographic information, which is what's prompted the research, and the presentation.
So one can, for example, see that smartphone-equipped UK schoolchildren are quite reserved in their mobile usage in the class, especially when compared to the USA or China.
But that's only scraping the surface, one can equally see who searched for a product on their mobile phone, and add those who used a coupon too, then output the data as an XLS file for rendering as one wishes.
The data covers 30 countries, and was gathered during March and July this year from at least 2,000 people from each country (half of whom were polled online). Some countries were covered in more detail; the USA data comes from 6,000 people online and 2,000 direct, but the figures are multiplied-up estimates rather than exact numbers.
Still very useful though, if you're trying to convince someone that smartphone-wielding users of public transport in Israel are worth advertising to. ®