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How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  was sent to their mobile phones (Forrester Research, 2007). One-third (34%) of mobile Web users, primarily smartphone owners in the United States and internationally, say they would watch advertisements on their mobile phones in exchange for free mobile content, according to the Online Publishers Association (2007). A Harris Interactive study found 35% of U.S. adult mobile phone users are willing to accept incentive-based mobile advertisements (Harris Interactive, 2007). Although there is a growing body of knowledge about consumer attitudes toward mobile advertising and the factors that may affect consumer acceptance of mobile advertising, no multi-year analysis of those factors and how those factors are impacted by feature phone usage versus smartphone usage exists. The purpose of this study is to investigate college student smartphone and feature phone content usage, and exposure to and acceptance of mobile advertising during a seven-year period. Specifically, student smartphone and feature phone content usage and mobile phone advertising acceptance is measured using seven online surveys conducted between November 2005 and February 2011. Ad acceptance is measured using the six mobile advertising acceptance factors postulated by Saran, Cruthirds and Minor (2004) in their Wireless Advertising Acceptance Scale. REVIEW OF LITERATURE While increased attention is being paid to mobile advertising in academic research and the popular press, the number of available studies that explain the theory and practice of mobile advertising is limited (Leppäniemi, Sinisalo & Karjaluoto, 2006). A small but growing body of research, much of it from academic researchers at European and Asian academic institutions, has investigated the factors that drive consumer acceptance of mobile advertising, but few U.S.-based studies have investigated if and how incentives could motivate consumer acceptance. Early academic studies into the practice of mobile marketing and wireless advertising have been theoretical and conceptual in nature. A predominant amount of the existing academic research of mobile advertising has focused on establishing frameworks and conceptual models to help formulate a foundation for the field of study. Given that no specific mobile acceptance theory has yet to be broadly accepted, researchers, in an attempt to build models, have leveraged theory and practice from traditional advertising 5

Authors: Hanley, Michael.
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was sent to their mobile phones (Forrester Research, 2007). One-third (34%) of mobile Web users, 
primarily smartphone owners in the United States and internationally, say they would watch 
advertisements on their mobile phones in exchange for free mobile content, according to the Online 
Publishers Association (2007). A Harris Interactive study found 35% of U.S. adult mobile phone users are 
willing to accept incentive-based mobile advertisements (Harris Interactive, 2007). Although there is a 
growing body of knowledge about consumer attitudes toward mobile advertising and the factors that may 
affect consumer acceptance of mobile advertising, no multi-year analysis of those factors and how those 
factors are impacted by feature phone usage versus smartphone usage exists.
The purpose of this study is to investigate college student smartphone and feature phone content 
usage, and exposure to and acceptance of mobile advertising during a seven-year period. Specifically, 
student smartphone and feature phone content usage and mobile phone advertising acceptance is 
measured using seven online surveys conducted between November 2005 and February 2011. Ad 
acceptance is measured using the six mobile advertising acceptance factors postulated by Saran, Cruthirds 
and Minor (2004) in their Wireless Advertising Acceptance Scale.
While increased attention is being paid to mobile advertising in academic research and the popular 
press, the number of available studies that explain the theory and practice of mobile advertising is limited 
(Leppäniemi, Sinisalo & Karjaluoto, 2006). A small but growing body of research, much of it from 
academic researchers at European and Asian academic institutions, has investigated the factors that drive 
consumer acceptance of mobile advertising, but few U.S.-based studies have investigated if and how 
incentives could motivate consumer acceptance. 
Early academic studies into the practice of mobile marketing and wireless advertising have been 
theoretical and conceptual in nature. A predominant amount of the existing academic research of mobile 
advertising has focused on establishing frameworks and conceptual models to help formulate a foundation 
for the field of study. Given that no specific mobile acceptance theory has yet to be broadly accepted, 
researchers, in an attempt to build models, have leveraged theory and practice from traditional advertising 

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