An independent poll of a 3500+ adult total sample size in Brazil, India, KSA, Nigeria, UK and US was conducted by YouGov & Vanson Bourne on behalf of Upstream to deliver useful insights on how different mobile consumers in emerging markets are compared to the ones in Western markets. This new report points to mobile network operators as the new “king makers” in emerging markets, as smartphone giants adapt their strategies and handset functionality to acquire the next billion customers from these regions.

North American Consumer Attitudes to Mobile Marketing was conducted by Luth Research in an independent poll of 2,007 adults in the U.S.   This research investigates the importance of location and personalisation in mobile marketing and focuses on the types of mobile advertising that consumers prefer to receive.