Consumer perceptions of marketing and non-marketing communications received via mobile technolgy

Abstract

This study examines the acceptance of mobile applications, marketing and non-marketing, among men and women of various  age groups, mobile phone usage rates and cell phone attachment groupings. The study found that younger cell phone users  were more likely to accept mobile applications. Differences in acceptance by men and women were found in only three of the  eight applications tested. Mobile phone users with high usage rates and those with high cell phone attachment scores were also  more willing to accept mobile applications.