All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  type of mobile phone ownership, only feature phone owner data is used in comparison. Male survey respondents (M=29%) were less represented than the male student population overall (M=46.2%); female survey respondents (M=66.9%) over-represented the female student population overall (M=53.8 female). Respondent age mean ranges using feature phone data were 13.8%, 18 years old; 16.8%, 19 years old; 15.2%, 20 years old; 14.2%, 21 years old; 10.9%, 22 years old; 5.6%, 23 years old; and 17.3%, 24 or older. Grade-in-school means for survey respondents using feature phone data compared to all students (in parenthesis) were: 26.4% (27.5), freshmen; 17.1% (20.4%), sophomores; 18% (17.2%), juniors; 18.2% (18.7%), seniors; and 16.1% (16.2%), graduate students. Ethnicity was white or Caucasian, 87% (88.9%); black or African American, 2.9% (6.7%); Hispanic or Latino, 1.5% (2.0%); Asian American, 1.4% (0.8%); Native American, 0.3% (0.4%); and self-described bi-racial or mixed race, 2.8% (1.26%). Figure 1. What is your gender? Feb 11 Sm N=388 Feb 10 Sm N=372 Feb 09 Sm N=305 Mean Smart phone Mean Feat phone Feb 11 Feat N=388 Feb 10 Feat N=372 Feb 09 Feat N=305 Feb 08 Feat N=467 Feb 07 Feat N=270 Nov 06 Feat N=682 Nov 05 Feat N=669 SD Smart phone SD Feat phone Male - Surveys 25.9 29.6 32.1 29.2 29.0 31.4 26.5 31.5 33.6 27.4 26.9 25.5 3.12 3.13 Female - Surveys 74.1 70.4 67.9 70.8 66.9 68.6 73.5 68.5 66.4 61.9 63.6 65.9 3.12 3.79 Male - All Students NA NA NA NA 46.2 45.3 45.9 46.2 46.4 46.6 46.6 NA NA 0.50 Female - All Students NA NA NA NA 53.8 54.7 54.1 53.8 53.6 53.4 53.4 NA NA 0.50 N.A.: Question not asked during survey; Mean and SD based on completed surveys; Sm=smartphone; Feat=feature phone. R1: What percentage of students report receiving advertisements on their feature phones versus smartphones? Participants were first asked, “Do you have a mobile phone?” Mean response of “Yes” was 98.5% (SD=1.46) for feature phone owners and 99.1% (SD=0.75) for smartphone owners. Participants were then asked, “What type of mobile phone do you own?” Mean response for feature phone was 57.3% (SD=13.61) and for smartphone was 43.1% (SD=13.90). Phone types were only compared beginning in February 2009 when smartphone data collection began. The range for feature phones was from 72.8% in February 2009 to 47.2% in February 2011, a decrease of 25.6 percentage points; the smartphone range was from 27% in February 2009 to 53% in February 2011, an increase of 26 percentage points. Next, respondents were asked, “Have you ever received an advertisement on your mobile phone?” The definition of advertisement was not qualified or further explained. Mean response of “Yes” was 43.5% 13

Authors: Hanley, Michael.
first   previous   Page 14 of 35   next   last



background image
type of mobile phone ownership, only feature phone owner data is used in comparison. Male survey 
respondents (M=29%) were less represented than the male student population overall (M=46.2%); female 
survey respondents (M=66.9%) over-represented the female student population overall (M=53.8 female). 
Respondent age mean ranges using feature phone data were 13.8%, 18 years old; 16.8%, 19 years old; 
15.2%, 20 years old; 14.2%, 21 years old; 10.9%, 22 years old; 5.6%, 23 years old; and 17.3%, 24 or 
older. Grade-in-school means for survey respondents using feature phone data compared to all students 
(in parenthesis) were: 26.4% (27.5), freshmen; 17.1% (20.4%), sophomores; 18% (17.2%), juniors; 
18.2% (18.7%), seniors; and 16.1% (16.2%), graduate students. Ethnicity was white or Caucasian, 87% 
(88.9%); black or African American, 2.9% (6.7%); Hispanic or Latino, 1.5% (2.0%); Asian American, 
1.4% (0.8%); Native American, 0.3% (0.4%); and self-described bi-racial or mixed race, 2.8% (1.26%).
Figure 1. What is 
your gender? 
Feb 
11 
Sm 
N=388
Feb 
10 
Sm 
N=372
Feb 
09 
Sm 
N=305
Mean 
Smart 
phone
Mean 
Feat 
phone
Feb 
11 
Feat 
N=388
Feb 
10 
Feat 
N=372
Feb 
09 
Feat 
N=305
Feb 
08 
Feat 
N=467
Feb 
07 
Feat 
N=270
Nov 
06 
Feat 
N=682
Nov 
05 
Feat 
N=669
SD 
Smart 
phone
SD 
Feat 
phone
Male - Surveys
25.9
29.6
32.1
29.2
29.0
31.4
26.5
31.5
33.6
27.4
26.9
25.5
3.12
3.13
Female - Surveys
74.1
70.4
67.9
70.8
66.9
68.6
73.5
68.5
66.4
61.9
63.6
65.9
3.12
3.79
Male - All Students
NA
NA
NA
NA
46.2
45.3
45.9
46.2
46.4
46.6
46.6
NA
NA
0.50
Female - All Students
NA
NA
NA
NA
53.8
54.7
54.1
53.8
53.6
53.4
53.4
NA
NA
0.50
N.A.: Question not asked during survey; Mean and SD based on completed surveys; Sm=smartphone; Feat=feature phone.
R1: What percentage of students report receiving advertisements on their feature phones versus 
smartphones?
Participants were first asked, “Do you have a mobile phone?” Mean response of “Yes” was 98.5% 
(SD=1.46) for feature phone owners and 99.1% (SD=0.75) for smartphone owners. Participants were then 
asked, “What type of mobile phone do you own?” Mean response for feature phone was 57.3% 
(SD=13.61) and for smartphone was 43.1% (SD=13.90). Phone types were only compared beginning in 
February 2009 when smartphone data collection began. The range for feature phones was from 72.8% in 
February 2009 to 47.2% in February 2011, a decrease of 25.6 percentage points; the smartphone range 
was from 27% in February 2009 to 53% in February 2011, an increase of 26 percentage points. Next, 
respondents were asked, “Have you ever received an advertisement on your mobile phone?” The 
definition of advertisement was not qualified or further explained. Mean response of “Yes” was 43.5% 
13


Convention
Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 14 of 35   next   last

©2012 All Academic, Inc.