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How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  ABSTRACT This study employs online surveys conducted between 2005-2011 to investigate college student smartphone versus feature phone content usage, and acceptance of mobile advertising. Ad acceptance is measured using six mobile advertising acceptance factors from the Wireless Advertising Acceptance Scale (Saran, Cruthirds & Minor, 2004). Results show that incentives are a key motivating factor for advertising acceptance, but the perceived risk associated with receiving mobile ads could become a significant barrier to ad acceptance. 2

Authors: Hanley, Michael.
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This study employs online surveys conducted between 2005-2011 to investigate college student 
smartphone versus feature phone content usage, and acceptance of mobile advertising. Ad acceptance is 
measured using six mobile advertising acceptance factors from the Wireless Advertising Acceptance 
Scale (Saran, Cruthirds & Minor, 2004). Results show that incentives are a key motivating factor for 
advertising acceptance, but the perceived risk associated with receiving mobile ads could become a 
significant barrier to ad acceptance. 

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