Wireless Advertising: A Study Of Mobile Phone Users

Using a qualitative methodology, this study attempts to provide a general framework of the functions of mobile communication, and to identify the specific preferences of mobile phone users regarding the commercial messages received on their personal devices. Research objectives: (1) To identify the specific characteristics of mobile communication as perceived by mobile users; (2) to define and analyze the functions of wireless communication as perceived by mobile phone users; and (3) to investigate users' preference regarding the content of commercial wireless communication. Previous research: Bauer et al. (2002) identified time, location, information and personalization as relevant acceptance factors for mobile advertising. Barwise and Strong (2002) developed a conceptual model, arguing that social norms, user's motives, mode, time, location and personal characteristics will affect the processing of mobile information by consumers. Tsang et al. (2004) evidenced the influence of entertainment, informativeness and irritation, while Bauer et al. (2005) argued that consumer attitudes are influenced by perceived information, entertainment, and social utility. In a similar study, Xu and Gutierrez (2006) tested the effect of entertainment, irritation, informativeness, credibility and personalization on the attitudes of Chinese consumers. Research methodology: First, a series of academic and practical articles and reports have been accessed in order to assess the existing knowledge on this topic. Second, five focus groups have been organized with six mobile phone users, aged between 20 and 40 years old. Each focus group comprised an equal number of male and female participants. The focus groups lasted between 45 and 60 minutes and addressed three main issues: the specific characteristics of the mobile phones as a commercial communication media, the functions of mobile phone communication, and the specific preferences of mobile phones users regarding the content of commercial messages. Findings: The participants demonstrated an active attitude regarding mobile advertising, which they think it has the potential to revolutionize the practice of commercial communication, by focusing more on consumer's personal needs and circumstances. Implications: This transformation cannot be realized without increasing the interactive control of mobile phone users' over the functionality and content advertising messages. Although the required technology already exists, it seems necessary to create new applications that can combine the advantages of customer-, product- and location- centered communication. Original contribution: Previous studies often used an analytical approach, highlighting specific variables regarding consumer perception or technology adoption. Using a qualitative methodology, this study provides a general framework of the functions of mobile communication, and identifies the specific preferences of mobile phone users regarding the commercial messages received on their personal devices.