Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study employs five online surveys conducted over a four-year period to investigate college student cell phone usage, and exposure to and acceptance of mobile advertising. Surveys were conducted between November 2005 and February 2008. Results showed that incentives are a key motivating factor for cell phone advertising acceptance; students are receiving more cell phone ads, but annoyance has not shown a corresponding increase; consumption of mobile content has shown little growth; text messaging remains the most pervasive mobile content application; the perceived risks associated with receiving cell phone ads are not a significant barrier to ad acceptance; and the availability and use of cell phone still and video cameras has increased significantly.