Will accept ads on mobile for freebies
College students are growing increasingly receptive to receiving advertising via text messages on their cell phones and other mobile devices, according to a new study from Ball State University .
“Just a couple of years ago few college students accepted ads on their mobile devices because they felt it was an invasion of their privacy,” says Hanley, a Ball State advertising professor and mobile marketing researcher, who conducted an analysis of mobile communications by college students during 2005-07. “Now all you have to do is offer free ring tones, cash or access to the Internet because this age group has grown up with cell phones and other mobile devices. It is the way they communicate with each other as well as with the outside world.”
Almost 56.3% of the survey respondents said they would accept ads if they were to get something free in return. Some findings:
* 37.4% of college students said it would only take the offer of a free ring tone for them to accept advertisements on their cell phones.
* 21.4% preferred a discount or coupon to a restaurant, movie or grocery store.
* 20% wanted free minutes, upgrades, access to the internet or music.
The study also found that cell phones are being used less today for talking and more for entertainment than in 2005.
Filed under: Mobile, News, Statistics, Trends
[…] text messages in return for their acceptance to receiving advertising on their phone. Given that a recent study by Ball State University had shown that college students are growing increasingly receptive to […]