Consumers’ intentions to opt in to SMS advertising: A cross-national study of young Americans and Koreans

Satisfaction and views can vary from country to country; American and Korean have different views on mobile phones. The issue and threatening fact of mobile advertising is that they tend to assume the location and interest of the consumer based on their search results and online purchases. Consumers are afraid that their privacy is at risk and they are not capable of keeping up a low profile. The purpose of this research project is to display that there are new advertising means introduced.

The proliferating growth of mobile phone has allowed the marketers to utilize this opportunity that they could promote their product based on the consumers’ demographic-location variations. These promotional activities are considered most useful when they meet the time and place criteria that are they are tend to reach the consumer in the most appropriate time span. Text messaging and pictorial messages are the new trend of communications around the world that has been used by these marketers also. Furthermore, a surveys states that these mobile generated revenues has reached up to a sale record of US$39 billion by 2007. Unbiased researches have stated that these cell to cell promotions have been escalating quickly and are found more interactive and responsive than the other means if communication. The messaging encoding and decoding has now been updated, additionally it has become swift.

Statistically speaking, 37 billion wireless advertisements are pushed to consumer’s smartphones and 65% of the population admire these and were efficiently responsive. Whereas 60% of the US population possess cell phones but they do not appreciate such pop-ups on their devices. Moreover, 80% of the US population is not even indulged in sending messages. Asian is satisfied with these advertisement strategies. On the other hand 70% Koreans uses cell phones but only a small proportion is lies into text messaging. SMS advertisement differs from not only person to person but also to personality to personality. The marketers work to the 11^th hour in hope of making an attractive and eye catching advertisement that consumers are ready to accept.

It is expected that the $45 million mobile advertisements in 2005 will grow up to $1.26 billion by 2009. SMS advertisement can be value added by discount offers and favorable information to consumers can increase the acceptance of these advertisements.

The objective of this study is to make prominent that social working bodies (society) and consumers attitude plus perceive plays a vital role in every sort of advertisement means, but mobile advertisement is more specific to consumers so they need more attention. Researches are still being conducted to bring more data on the record that shows how the consumers react to mobile advertising.