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How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  HOW THE SMARTPHONE IS CHANGING COLLEGE STUDENT MOBILE USAGE AND ADVERTISING ACCEPTANCE: A SEVEN-YEAR ANALYSIS Perceived risk, in turn, should be mitigated by the prior approval of receiving an ad. Clearly, the increased use of mobile devices by college students, the increase in mobile ads received and the increase in concern about receiving an ad are not mitigating the perceived risk of receiving mobile ads. 6. The availability and use of mobile phone still and video cameras has increased significantly. The most significant increase in mobile phone technology availability has been with mobile phone still and video cameras. Mobile phones with the ability to take and send photographs as of February 2011 were reported by 87.4% of feature phone owners, and 99% of smartphone owners; the ability to take and send video was available on 54.1% of feature phones, and 83.4% of smartphones. Interestingly, the availability of phone still cameras and video recorders correlated to similar usage of the devices on the phone. In February 2011, 87.4% of feature phone owners reported the ability to take and send pictures, and 75.1% reported sending photo messages; 99% of smartphone owners reported the ability to take and send photos, and 92.1% reported sending photo messages. The ability to take and send video showed a wider disparity between phones. While one-half (54.1%) of feature phones could take and send video, on 28.7% of students used that feature; 83.4% of smartphones had the capability and 51% of smartphone owners sent video. The increase in mobile phone camera and video capabilities is important because certain mobile phone advertising methods rely on the capturing of visual images by consumers. Image recognition software that can be used to read UPC, 2-D or QR (quick response) codes is being used on mobile phones to enable direct response capabilities by consumers. For example, a consumer can take a photo of an object or advertisement containing a code and send the photo to receive an incentive or information about a product or service. Traditionally, 2-D or QR codes could only be accessed from phones having Internet access, but new technology now allows access from feature phones without Internet access via text messaging. As new high-speed cellular networks are introduced and more phones capable of sending and receiving images, photos and video are adopted, the use of mobile phones for advertising will increase. 4

Authors: Hanley, Michael.
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Perceived risk, in turn, should be mitigated by the prior approval of receiving an ad. Clearly, the increased 
use of mobile devices by college students, the increase in mobile ads received and the increase in concern 
about receiving an ad are not mitigating the perceived risk of receiving mobile ads.
6.  The availability and use of mobile phone still and video cameras has increased significantly.
The most significant increase in mobile phone technology availability has been with mobile phone 
still and video cameras. Mobile phones with the ability to take and send photographs as of February 2011 
were reported by 87.4% of feature phone owners, and 99% of smartphone owners; the ability to take and 
send video was available on 54.1% of feature phones, and 83.4% of smartphones. Interestingly, the 
availability of phone still cameras and video recorders correlated to similar usage of the devices on the 
phone. In February 2011, 87.4% of feature phone owners reported the ability to take and send pictures, 
and 75.1% reported sending photo messages; 99% of smartphone owners reported the ability to take and 
send photos, and 92.1% reported sending photo messages. 
The ability to take and send video showed a wider disparity between phones. While one-half (54.1%) 
of feature phones could take and send video, on 28.7% of students used that feature; 83.4% of 
smartphones had the capability and 51% of smartphone owners sent video. The increase in mobile phone 
camera and video capabilities is important because certain mobile phone advertising methods rely on the 
capturing of visual images by consumers. Image recognition software that can be used to read UPC, 2-D 
or QR (quick response) codes is being used on mobile phones to enable direct response capabilities by 
consumers. For example, a consumer can take a photo of an object or advertisement containing a code 
and send the photo to receive an incentive or information about a product or service. Traditionally, 2-D or 
QR codes could only be accessed from phones having Internet access, but new technology now allows 
access from feature phones without Internet access via text messaging. As new high-speed cellular 
networks are introduced and more phones capable of sending and receiving images, photos and video are 
adopted, the use of mobile phones for advertising will increase.

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