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How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  R12: How concerned are those who receive a mobile phone advertisement on their feature phone versus smartphone about how the business got their number? METHOD Online surveys were conducted with students at a Midwestern university in November 2005 (n=669), October 2006 (n=682), February 2007 (n=270), February 2008 (n=467), February 2009 (n=314), February 2010 (n=387) and February 2011 (n=388). A message was sent via campus email to all students inviting them to participate in an online survey about mobile phone advertising. Respondents in the convenience samples were directed via a link in the email message to an Internet-based survey site to complete the survey questionnaires. No incentives were offered to participate. Slight modifications were made to the survey instruments during the seven data collection periods in order to introduce new questions or expand existing questions. Respondents were asked 18 questions about their mobile phone usage habits and exposure to mobile phone advertising messages, and four demographic questions. To determine what factors would influence mobile phone advertising acceptance, the Wireless Advertising Acceptance Scale developed by Saran et al. (2004) was used in the survey. A question (R3) was asked that listed the six scale factors and two non- factors. Respondents were asked, “Under which of the following conditions would you consider accepting ads on your mobile phone?” Wording of the response factor options was modified from the original version of the scale for purposes of statement clarity and to shorten each factor length. Questions pertaining to smartphone usage were added starting with the February 2009 survey. Therefore, data reflects smartphone usage for only three of the seven survey periods. Additional questions were asked in the surveys that pertained to the types of mobile phone products or services that students would accept for free to allow ads on their mobile phones, and the amount of monetary incentive it would take for respondents to accept ads on their mobile phones. RESULTS The gender distribution mean of respondents for the surveys (2005-2011) compared to all students at the university is shown in Figure 1. Since university demographic data does not segment gender by the 12

Authors: Hanley, Michael.
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How concerned are those who receive a mobile phone advertisement on their feature  
phone versus smartphone about how the business got their number?
Online surveys were conducted with students at a Midwestern university in November 2005 (n=669), 
October 2006 (n=682), February 2007 (n=270), February 2008 (n=467), February 2009 (n=314), 
February 2010 (n=387) and February 2011 (n=388). A message was sent via campus email to all students 
inviting them to participate in an online survey about mobile phone advertising. Respondents in the 
convenience samples were directed via a link in the email message to an Internet-based survey site to 
complete the survey questionnaires. No incentives were offered to participate. Slight modifications were 
made to the survey instruments during the seven data collection periods in order to introduce new 
questions or expand existing questions. 
Respondents were asked 18 questions about their mobile phone usage habits and exposure to mobile 
phone advertising messages, and four demographic questions. To determine what factors would influence 
mobile phone advertising acceptance, the Wireless Advertising Acceptance Scale developed by Saran et 
al. (2004) was used in the survey. A question (R3) was asked that listed the six scale factors and two non-
factors. Respondents were asked, “Under which of the following conditions would you consider accepting 
ads on your mobile phone?” Wording of the response factor options was modified from the original 
version of the scale for purposes of statement clarity and to shorten each factor length. 
Questions pertaining to smartphone usage were added starting with the February 2009 survey. 
Therefore, data reflects smartphone usage for only three of the seven survey periods. Additional questions 
were asked in the surveys that pertained to the types of mobile phone products or services that students 
would accept for free to allow ads on their mobile phones, and the amount of monetary incentive it would 
take for respondents to accept ads on their mobile phones. 
The gender distribution mean of respondents for the surveys (2005-2011) compared to all students at 
the university is shown in Figure 1. Since university demographic data does not segment gender by the 

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