MMA members and participating brands and agencies will receive regular reports after panel members have been quizzed about their perception of mobile devices as a marketing medium, including questions about which mobile channels marketers use, how much they are spending and what results they are getting from their mobile campaigns.

Other features of the panel offering include a forum facility to allow respondents to interact directly with their peers.

Peter Johnson, the MMA’s vice president of market intelligence and strategy, said: “This is the first branded research panel for business decision-makers expressly designed so executives can answer mission-critical questions directly on their mobile handsets.”