An Empirical Study Of The Drivers Of Consumers’ Acceptance Of Mobile Advertising

Drivers of mobile advertising are the key to great success in this medium. There are five drivers; stated as, utility, context, control, sacrifice and trust. Utility and Context have a positive impact on the consumer, whereas Sacrifice is considered as negative role playing element, thus, the other two; control and trust are not of much importance.

Mobile telecommunication is escalating so fast that the ownership of cell phones have exceeded 100% in multiple nations that include; Italy, Sweden and United Kingdom, these consumers either have more than one cell phones or SIM. Indeed US have a bigger market of cell phone and internet broadband industry but still it is slower to adopt these technological implementations than Europe. Our research country Finland had moved over a 103% by 2005. Person to person on a monthly basis it is estimated that one Finn send 37 SMS (a study in 2004). The universality – easily available – of these telecommunication services has lead marketers to promote, sell, and receive feedback spontaneously.

Mobile advertising is not just restricted to SMS service, but it also includes MMS, gaming applications, social software, digital photography, music and filming applications. These advertisement mostly pop-ups inevitably while in use. The drawback of SMS is that they are only limited to 160 character per message, so the marketer needs to keep his advertisement precise and on point so that most of the content is published within a message. SMS and MMS tend to create a better PR than other advertisement techniques.

According to Forrester Research, in European countries such as UK and Finland a greater than 50% of the marketers use the SMS advertisement and other mobile advertisements to promote on their sales. According to the Cambridge University research and study program, the numbers of SMS advertisements pushed forward in 2001 were to 9 % of the European consumers, in 2002 were 40 %, in 2003 were 54 %, in 2004 were 33 %, and in 2005 were 45 %. The despondent result is consequences of European consumers were not indulged much in doing online business, only 2 % of them were interested in business activity.

Research on consumer mobile advertising acceptance was conducted using a sample of 2,038 respondents from Nysveen, Pedersen, and Thorbjørnsen, who apprehend on the satisfaction and benefits turn a positive impact on the consumer views on mobile services. Another survey of 1,208 participants lay emphasis on entertainment and information drivers as the strongest of all drivers in appealing mobile advertisements. Another survey states that context driver; commitment, conditional value and monetary value are the greatest of all because they tend to attract more behavioral activity than any else of other tools.

The objective of this research is to specify on what and how the mobile advertisements should appear, they can be persuasive and informational but they have to be precise and unambiguous. Several study states that advertising are dependent on purchase variation and market research. In a nutshell research resources complies that the mobile marketers are mostly those that are world most leading brands, such as Coca Cola and McDonalds. These firms are affirming that this marketing channel is more productive and less costly with the most spontaneous output.