Mobile phones are personal items for college students, so it makes sense that trying to reach them via these devices isn't the easiest of tasks. But there's hope for marketers who want to use this channel, since a good portion of this group is willing to accept coupons via text message. Oh, and don't forget about Hispanics – they're a huge segment of mobile users that actively use their mobile devices for shopping activities.
A study conducted by Ball State University of a group of mostly female college students discovered that 51.2 percent had seen ads on their smart phones or touch-screen phones, along with 61.3 percent of feature-phone users.
More than 40 percent of those who received ads on their mobile phones were annoyed, while 17.6 percent were neutral and 1.2 percent were pleased.
According to the study, 6.1 percent of smart-phone or touch-screen phone users said they were more likely to buy a product after receiving mobile advertising for it, while 25.6 percent said they were neither more nor less likely, 23.2 percent said they were less likely and 45.1 percent said they didn't know or that it didn't apply.
For regular mobile-phone users, 3.4 percent said they were more likely to buy the advertised product, 28.0 percent said they were neither more nor less likely, 33.1 percent said they were less likely and 35.4 percent said they didn't know or that it didn't apply.
In total, 4.5 percent said they were more likely to buy, 27.2 percent said they were neutral, 28.1 percent said they were less likely and 40.1 percent said they didn't know or that it didn't apply.
More than 44 percent said they wouldn't be convinced to receive mobile ads under any circumstances, though 37 percent said they would in exchange for something free. Ringtones were the most popular free item desired in exchange.
Nearly two-thirds of respondents said receiving mobile ads would be OK if they were paid to see them, with the largest segment saying they wanted at least $1 in return for each ad viewed. If anything, this is quite telling of how averse college students are to seeing mobile ads on their phones.
eMarketer recently highlighted another group that is key to target in the mobile realm – the Hispanic demographic in the U.S., which is quite active with their mobile devices.
The majority of Hispanic mobile-phone users in the U.S. are between 18-34, while 55.6 percent are male.
While Hispanics aren't the most active online buyers, they are quite involved in the shopping process via their mobile devices, according to a survey conducted by Sterling Commerce. This survey found that 38 percent of Hispanic mobile-device owners access information about an item for a potential purchase, while 32 percent compare prices, 29 percent check another retailer if the item is not in stock, 28 percent check to see if the item is in stock and 16 percent order an item.
Sources:
http://www.emarketer.com/Article.aspx?R=1007771
http://www.emarketer.com/Article.aspx?R=1007770
http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/06/08/businessinsider-why-the-mobile-advertising-wars-have-just-begun-2010-6.DTL
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